82% of the paid search market, and organic clicks up 329%.

A category to own, but spend that was leaking and a season that resets every year.

Insider Experience Sports sells a very specific product: premium Super Bowl trips for Australians. The audience is small, high-intent and concentrated in a short buying window each year, which makes search the natural battleground. The problem was structural rather than creative.

The account was spending against broad and loosely matched queries, so budget bled into searches that would never convert. Worse, conversion tracking was firing on the wrong signals, which meant the platform was optimising toward the wrong outcomes and the team could not tell a real enquiry from noise. On the organic side, the brand held almost no durable search presence, so it paid full price for every visitor and had nothing compounding underneath the paid spend.

There was a second, quieter risk. Because the offer is built around a single annual event, the website tended to be torn down and rebuilt each year. Every rebuild reset the brand's hard-won search equity to zero, so it started each season from scratch instead of standing on the authority it had already earned.

Fix what the data measures, dominate the search it can win, and stop throwing away SEO equity.

The work started with measurement, because no amount of bidding skill matters if the account is optimising toward the wrong event. We rebuilt conversion tracking around true form submissions, so every optimisation decision was anchored to a real enquiry rather than a soft proxy. With clean signal in place, the bidding could finally chase outcomes that mattered.

From there the paid search build was tightened from broad reach to exact-match precision. Spend was pulled off generic, low-intent terms and concentrated on the queries that signalled genuine purchase intent, which lifted both efficiency and the share of the auction the brand could afford to win. Ad groups were then segmented by team and matchup, so the messaging a searcher saw mapped to the specific trip they were considering, which is what drove click-through rate up rather than just impressions.

• Conversion tracking rebuilt to true form submissions. Optimisation anchored to real enquiries, so the platform learned from the right signal.
• Exact-match paid search. Budget concentrated on high-intent queries, lifting impression share without bleeding spend into traffic that never converts.
• Team-based ad segmentation. Messaging matched to the specific matchup or destination, lifting relevance and click-through rate.
• A scalable Super Bowl page architecture. A repeatable template for event and team pages, so new demand could be captured without a fresh build each time.
• Seasonal rollover that preserves SEO equity. Pages were rolled forward year to year instead of rebuilt, so the authority earned last season compounded into the next.

The principle was simple: measure the real outcome, spend only where intent is real, and never throw away the search equity you already paid to build.

Near-total share of the paid auction, and an organic asset that keeps compounding.

On paid search, the brand now holds an 82% impression share of its category in Australia, meaning it appears for the overwhelming majority of the high-intent searches it targets. With tighter match types and team-level messaging, the account runs at a 36.4% average click-through rate, a figure well above typical search benchmarks, and converts at roughly A$65 per conversion.

The organic gains are the quiet engine. Page-one rankings grew from 22 to 327 keywords over 18 months, and organic monthly clicks climbed 329% year on year, from 567 to 2,435. Because that authority is now rolled forward each season rather than rebuilt, every dollar of paid spend sits on top of a growing free-traffic base, which lowers the blended cost of every booking.