Projectassistant
Second Call Defense provides immediate legal and financial protection for responsible individuals involved in self-defense incidents. Built to support members beyond the moment of crisis, the organization offers up-front access to attorneys, legal defense coverage, and critical resources — so clients don’t face the justice system alone. By removing financial uncertainty and delivering rapid response support, Second Call Defense helps protect members’ freedom, stability, and peace of mind when it matters most.
We audited and restructured the Google Ads account to resolve core performance issues and rebuild accurate conversion tracking across the membership funnel. Campaigns were reorganized into tightly themed ad groups to improve relevance and cost efficiency.
New campaign types — including Dynamic Search Ads, competitor targeting, and segmented CCW search campaigns — expanded reach, while continuous optimization ensured consistent performance improvements.
The rebuilt campaign structure generated consistent membership growth, producing 60 new memberships from May through September 2025. Conversions increased month over month, while cost per conversion dropped significantly — from $655 in June to $142 in September.
Improved targeting and optimization strengthened engagement metrics and reduced wasted spend, transforming the account into a scalable acquisition channel.
Competitor search targeting successfully captured high-intent users actively evaluating alternative legal defense providers, converting prospects who were already deep in the decision process.
Campaign segmentation enabled more precise messaging and budget control, while AI-driven dynamic campaigns expanded visibility across a wider range of relevant searches without added manual workload.
Through structured optimization and data-driven campaign expansion, Second Call Defense achieved major gains in efficiency and acquisition performance. The engagement established a scalable marketing foundation designed to support long-term membership growth and stronger competitive positioning.
