Insider Sports takes Australians to the United States for the Super Bowl every year. They needed to win high-intent Australian search demand and convert it into enquiry flow ahead of aggressive competitors.
Scope of work
Paid Media, Google Ads, SEO
Broad match wasted spend in niche intent.
Tracking prioritised clicks, not submissions.
Season rollover hurt performance and equity.
How we captured high-intent demand and made it measurable.
We replaced broad match with a controlled exact-match structure aligned to Super Bowl ticket intent in Australia. This tightened traffic quality and reduced waste in a niche search market.
We moved away from weak conversion signals and rebuilt tracking around true form submissions. This made optimisation decision-grade, not guesswork.
We created team-specific ad variants to capture searches as finalists emerged, not only generic ticket demand. This widened coverage while keeping intent tight.
We expanded and structured Super Bowl pages so each event had a relevant destination. This strengthened relevance for both paid and organic capture.
We eliminated the practice of replacing old pages each year. The new protocol preserves equity and allows new season pages to rise faster.
We built paid search control and paired it with a scalable SEO system that compounds visibility each season.
In November 2024 they generated 567 clicks, and by November 2025 that rose to 2,435. That growth was driven by a scalable Super Bowl page system and a rollover protocol that stopped seasonal resets from destroying momentum. Paid search then captured the highest-intent demand with precision, ensuring the visibility translated into enquiries, not just traffic.
01
Dominant coverage for core searches.
02
Average across the last year.
03
567 to 2,435 year-on-year.
04
Paid spend stayed intent-pure.
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Optimised to form submissions.
06
Insider Sports
