amicable
amicable is the leading legal service helping couples to separate, divorce and co-parent in a better and kinder way.
Working as part of the wider marketing team, since August 2024 I have been managing their paid media: Google Ads to generate leads, and social media predominantly to advertise their successful The Divorce Podcast, a cornerstone of their overall marketing activities.
In this case study I will focus on social media advertising work.
What we set out to do
The Divorce Podcast offers a pragmatic and helpful space for those who are navigating a separation and divorce, covering topics from relationships and co-parenting to finances and life after divorce.
After restructuring the Meta account, I streamlined the setup by consolidating retargeting and prospecting into a single campaign each. I also segmented targeting by gender – splitting campaigns for women and men – to enable pausing of underperforming ads by gender after the initial data collection period.
To enhance performance, I optimised the podcast video clip ads using group customisations, ensuring each ad featured multiple formats tailored to the specific placements being targeted.
In 2025 I supported their expansion onto two new platforms for amicable: Reddit and TikTok. This involved audience and creative optimisation tailored to each channel’s strengths. Reddit, being ideal for users who prefer reading, performed best with static images in horizontal and square formats. In contrast, TikTok’s video-centric audience responded well to vertical video clips.
We also began testing episode summary clips in both selfie and professionally filmed formats across Meta and TikTok. On Reddit, further experimentation revealed that ads with captions and calls-to-action (CTAs) directly on the image performed better.
Leveraging Reddit’s targeting capabilities, which include users who engaged with amicable’s ads or visited their website, I launched a lead generation campaign aimed at converting this warm audience.
Impact
The appeal of a podcast—and its resulting download numbers—is strongly influenced by the guests featured and the topics discussed.
Social media advertising plays a key role in driving awareness, attracting new listeners and subscribers, and re-engaging lapsed or occasional listeners. However, the most notable spike in downloads came after The Divorce Podcast was listed on CastBox.
This not only increased visibility but also marked a shift in the dominant listening device, with Android phones overtaking iPhones as the primary source of downloads.
+480%
80%
2.8x
most popular episode (celebrity) vs second most downloaded
Castbox’ success proves the importance of an integrated marketing approach.
Sonia has been a pleasure to work with. We have appreciated her flexibility and she has felt like an extension of our team.