SBC runs zero Google ads.
SiGMA is the only one who does.
Alex — SBC has never run a paid search ad, while SiGMA quietly captures the operators searching for iGaming conferences and networking. The unusual part: they're almost the only bidder, so the lane is wide open.
You've never run paid. Your main rival has the lane to itself.
SBC is a heavyweight in sports betting and iGaming — events, media, the lot. But on paid search, where operators look for conferences and networking, SBC has never shown up. Not once. Meanwhile SiGMA quietly collects that demand. The good news: they're nearly the only one bidding, so this is an open lane, not an uphill fight.
The demand is there. Right now SiGMA is the only one collecting it.
The gap is presence, not brand.
SBC's brand dwarfs SiGMA's in the room. But in the paid auction — where buyers search for tickets and networking — SiGMA shows up and SBC doesn't.
SBC runs zero paid ads and captures zero paid visits. SiGMA runs 38 creatives and pulls 1,313 paid visits a month — on the exact terms your buyers use: "igaming conference tickets" and "sports betting networking". And they're doing it almost unopposed.
The auction is wide open.
Here's the unusual part. In most categories the paid auction is a warzone. In yours it isn't — SiGMA is essentially the only serious bidder. Clarion Events and the rest run nothing. That means low competition, cheap clicks, and an open lane for SBC to take share fast.
One advertiser. No real competition. The cheapest kind of auction to win — if SBC shows up before anyone else does.
What SiGMA is actually running.
A snapshot from the Google Ads Transparency Center — SiGMA's live ads on conference and registration terms.
- A focused program on event and registration terms — conference tickets, summit dates, delegate passes.
- Modest in scale — around 38 creatives — not a testing machine, just consistent presence.
- Running on the exact high-intent terms operators use when planning which events to attend.
- Beatable: with SBC's brand and event calendar, this is a program you could out-create and out-invest in a week.
SiGMA runs ~38 creatives. SBC runs zero.
This isn't a giant — it's a single competitor you could overtake quickly, on terms where your brand should already win.
You don't run paid today. Here's why it's worth starting.
Not running paid isn't a mistake — but there's live, high-intent demand from operators every month, and right now SiGMA takes almost all of it, nearly unopposed. Here's a conservative view of what a focused program could return.
Paid-search visits SiGMA captures on these terms today (observable demand)
Qualified visits a focused SBC campaign could realistically capture (low competition helps)
Qualified leads or registrations, at a 2–4% conversion rate
Qualified leads across a 90-day sprint
Illustrative, based on observable category demand and typical B2B conversion rates — not a guarantee. We pressure-test these against your real numbers, deal size and close rate on the call.
How you'd win
Only SiGMA bids seriously, so clicks are cheap. Move now on 'igaming conference tickets' and 'sports betting networking' before other organisers wake up to it.
Bid on SiGMA's event and brand terms with SBC's audience, media reach and calendar front and centre — you have far more brand equity to convert.
Launch 15–20 creatives across your events instead of zero, and iterate. Out-creating a 38-ad rival is trivial with your resources.
This is demand SiGMA is quietly taking while SBC isn't in the room. The call is where we turn it into your plan.
30 minutes. Your live account. A clear plan to lift ROAS.
No slide-deck pitch. You give us view-only access to your Google Ads, and we walk it with you, pointing at real campaigns, real keywords, real creative, and show you exactly where we'd move budget to lift ROAS.
Google Ads (and LinkedIn Ads if relevant), read-only. Nothing changes in your account. Takes 2 minutes.
Screen-share, 30 minutes. We open your campaigns, ad groups and creatives alongside the competitive data in this report.
Where the wasted spend is, the keyword gaps vs SiGMA, the creative angles you're not testing, and the sequence we'd tackle them in, yours to keep, execute in-house or with us.
What this looks like in practice
"We enjoy a productive partnership with Prime Marketing. We started with LinkedIn Ads and later moved our Google Ads to them as well. Since then we've seen clear improvements in our results."
"Prime built the ABM and LinkedIn layer that actually moved machines. The lead quality and the sales conversations shifted almost immediately."
"A stable, predictable lead flow every single month. Prime treats our paid channels like a growth engine, not a media buy."
30-minute working session with Papillon. View-only. Actionable.
Want the full picture, Alex?
This report uses only public data. Give us 30 minutes and viewer access, and we'll show you exactly where the budget's going and how to close the gap on SiGMA, backed by our 90-Day Paid Pipeline Sprint guarantee.