FFPC
Capturing High-Intent Fantasy Football Demand During Peak Season with A Dynamic Approach to Search Marketing
THE CHALLENGE
Capturing High-Intent Demand in a Competitive, Seasonal Market
FFPC (Fantasy Football Players Championship) is a leader in high-stakes fantasy football, offering competitive leagues for serious players. As competition increased and search behavior evolved, FFPC needed a more structured approach to capture high-intent demand beyond branded searches.
Operating in a highly competitive, seasonal market where demand spikes quickly and decisions are driven by intent, visibility was limited by a heavy reliance on branded searches. This restricted growth across high-value non-brand terms like dynasty, best ball, and high-stakes leagues.
FFPC needed a more intentional approach to relaunch paid search, efficiently capture demand, and support long-term growth.
THE SOLUTION
A Honed Search Strategy Built Around User Intent
We partnered with FFPC to develop a combined SEO, paid search, and analytics roadmap to better understand where demand existed and how it could be captured more effectively. Insights from the SEO audit directly informed how paid search campaigns were rebuilt.
Google Paid Search was relaunched through a focused engagement centered on clearer campaign segmentation by league type, more precise keyword targeting, improved conversion tracking, and ad experiences aligned to specific user intent. This approach ensured paid search reflected how players actually search for leagues while reinforcing broader SEO insights.
THE APPROACH
How the Strategy Came to Life
- 1
Segment By League Type
Structured campaigns around Brand, Dynasty, Best Ball, and High Stakes to match search intent and improve targeting.
- 2
Refine Keyword Strategy
Focused on high-intent queries to reduce wasted spend and increase relevance.
- 3
Strengthen Measurement
Implemented improved conversion tracking to capture registrations and payment actions accurately.
- 4
Align Messaging to Intent
Tailored ad copy and landing pages to specific league types, improving engagement and conversion performance.
Strong, Measurable Results
0 Impressions
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THE STORY
Rebuilding Paid Search Around How Fantasy Players Actually Search
FFPC has long been a leader in high-stakes fantasy football, but as competition increased, paid search required a more intentional approach.
Rather than simply restarting campaigns, the focus was on rebuilding paid search around real user behavior. By analyzing SEO performance, keyword demand, and site structure, we identified opportunities to expand beyond branded queries and capture higher-value searches tied to dynasty, best ball, and high-stakes league intent.
Campaign segmentation, tighter keyword targeting, and improved tracking allowed FFPC to more efficiently capture high-intent users during a critical part of the season. With a relaunch centered around league-specific structure and intent-driven messaging, paid search generated more than 5,000 clicks and 300+ registrations and payments over a two-month period.
More importantly, the work established a clearer foundation for future growth. FFPC now has a more structured paid search strategy that not only drives registrations, but also provides greater insight into where and how search efforts can scale moving forward.
KEY TAKEAWAY
Sonar’s search strategy helped FFPC capture high-value demand, improve efficiency, and build a scalable foundation for long-term growth.
Looking to fine-tune your search positioning in today’s changing landscape?