Arc Intermedia used an integrated combination of search engine optimization and paid advertising tactics to maximize effectiveness. It started with long-term search engine optimization efforts while leveraging the immediacy of paid search ads, all with respectful attention on the private considerations of prospects. After attracting an audience of those in immediate need, we also built out educational assets for those just beginning their research, and engaged retargeting ads to recapture website visitors who had started their research process but had not yet engaged.