LegalShield | Growth OS

COST TO WIN ONE NON-BRAND CUSTOMER

$1,042

Against a $260 CAC ceiling and a $519 average order. The growth channel is priced four times out of bounds, and it is where the next dollar has to go.

0.6%

Non-brand purchase conversion. Direct traffic converts at 2.2% — friction, not demand, is the gap.

2.2% direct

$234

D2C search cost per subscriber, up from $214 in January. Optimization gains fully absorbed by CPC inflation.

$42.7M

Modeled annual revenue sitting behind funnel bottlenecks (GA4, Jan–Aug 2025).

Every channel clears the $260 cap except the biggest one

Cost per new subscriber by D2C subchannel, June 2025

Non-brand paid search

$260 CAC cap

$1,042

D2C search, blended

$234

Affiliate

$94

Ziplawyer

$46

Direct mail

$23

13% of keywords produce all of the revenue

Paid search keyword portfolio, trailing 12 months (bar length = keyword count)

2,457 keywords, under 1 conversion each

$365K spent · $0

354 keywords that convert

$5.0M attributed revenue

The first weekly agenda

#	Item	Size	Proposed first action
1	Concentrate the 2,457-keyword tail	$365K/yr	Pause sub-1-conversion terms; fund the 354 that work
2	Rebuild non-brand toward the $260 CAC cap	$6.6M/yr channel	Winner concentration and landing-page fixes before any budget increase
3	Scale Ziplawyer inside the cap	$46 CPA today	Test spend steps while CPA holds under $75
4	Decide call tracking	50% of purchases assumed	CallRail pilot; ends the 50/50 assumption gating every CAC number
5	Resume the three isolated price tests	~$10/mo upside signal	Price sensitivity, LP impact, incentive — as designed in October
6	Ship the 30,000-page technical-SEO automation	33% organic decline to reverse	Webflow + API rollout, already scoped

Prepared by Aux Insights · September 2026 · Confidential. Sources: PPLSI monthly financial reporting package (H1 2025), D2C production/CPA model (Jan–Jun 2025), paid-search audit and opportunity sizing (Aug 2024–Jul 2025), GA4 funnel export (Jan–Aug 2025). Assembled during the Aux Growth Blueprint & Quick Win (Aug–Oct 2025); a live instance replaces this snapshot with weekly data joined to memberships.