Safewill

Name: Defiant Digital
Price range: $

How Defiant helped Safewill nearly double its Wills from Meta on the same spend, and complete 2.8x more Wills in 12 months.

95%

more Wills from Meta on the same ad spend¹

50%

lower cost per Will year on year¹

2.8x

more Wills completed in 12 months²

Case Study

About Safewill

Safewill is an Australian online will-writing platform that lets people write a legally valid Will in minutes, from home, for a fraction of the cost of a lawyer. It also partners with some of Australia’s best-known charities to offer free Wills during campaigns like Free Wills Month and Free Wills Week.

The product is simple. The marketing problem isn’t. Writing a Will is the task almost everyone puts off, so Safewill’s growth depends on getting people to act on something they’d rather not think about, at a cost per Will that stays profitable all year, not just during free Will campaigns.

The Challenge.

Safewill had strong demand during charity campaigns, but growth outside those peaks was expensive and creative was being stretched across too many jobs. As we dug in, the key challenges became clear:

Cost per Will outside the free Will months was high, which made always-on growth hard to scale.

Charity partnerships were a huge opportunity, but each partner needed its own creative, audience and launch, at speed.

Procrastination is the real competitor. Ads had to beat “I’ll do it later”, not another Will provider.

Creative was too narrow. Without a steady supply of new angles, winning ads fatigued quickly.

Strategy #1

An Always-On Winners Engine

We rebuilt the Meta account around a single always-on winners campaign. New creative is tested in its own space, and only proven winners graduate into the scaling campaign. That gave Safewill a stable base of Wills every week, independent of the charity calendar, and a clear path for every new idea to earn its budget.

Strategy #2

Charity Co-Brands at Scale

For Free Wills Month, Free Wills Week and partner flights, we built a repeatable charity system. Each partner gets its own ad set, audience and creative pack: performance statics, brand assets and motion, all co-branded and on deadline. What used to be a handful of one-off partner ads became a machine that launches dozens of charities at once.

Strategy #3

Creative That Beats Procrastination

We built creative range across the whole funnel instead of one look. Native formats like Notes-app confessions and breaking-news press hits feel like content, not ads. Dark humour, like the Grim Reaper reminding you he’s “already here”, stops the scroll. Real customer reviews and Trustpilot proof close the deal. Every format gives a different reason to stop putting it off.

Strategy #4

Landing Pages Built to Convert

Traffic is only half the job. We tested dedicated landing pages for key offers and campaigns against Safewill’s standard Wills page, rolled out the winners across Meta, and kept the journey from ad to finished Will as short as possible.

The Results

95% more Wills from Meta in October 2026 than October 2025, on the same ad spend¹

50% lower cost per Will year on year¹

2.8x more Wills completed in 12 months²

41% lower cost per Will across Meta and Google over the same 12 months, while ad spend grew 63%²

FOOTNOTE

¹ Meta platform-reported Will purchases, October 2026 compared to October 2025: Wills up 95%, cost per Will down 49.5%, on ad spend down 1.2%.
² Will purchases reported by Meta and Google (main Safewill account), November 2025 to October 2026 compared to November 2023 to October 2024, before Defiant launched in January 2025: Wills up 2.8x, cost per Will down 41%, on ad spend up 63%.

These results reflect performance between November 2023 and October 2026. Will counts are platform-reported purchase conversions from Meta and Google Ads and include free Wills completed through charity partner campaigns. All figures are based on internal data pulled from the ad platforms. No third-party verification was used. Results may vary based on season, offer and budget.

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