The search terms we wanted to use in our AdWords were restricted key terms under Google’s Advertising Policy. So, we reached out to Google and, through a partnership with them, were able to target predators searching for “naked kids”, “nude preteens”, “underage boys”, etc — prompting the specific AdWord that matched up with each exact search term.

Every time a predator Googled one of our search terms, they were served up an AdWord that was specific to their exact search term — reminding them that undercover officers are online, and deterring them from progressing any further in their search. Because of the deterrent strategy behind the concept, the success of these AdWords were never meant to be judged by click-through rate.