Google Ads/ SEO/SEM for alcohol niche?

I’m developing my coaching business for high-functioning women who are daughters of alcoholics and who have anxiety about overdrinking and want to reduce their urge for alcohol. These women potentially don’t discuss how much their drinking worries them or do they appear to have a “drinking problem”. I’m not sure that social media and facebook ads will capture this audience but I feel like people search for “how to cut back on alcohol” “how to drink less” etc…do any of the coaches  have experience with when they were just starting/growing their business on how to attract new clients? Does SEO or SEM work better for this type of coaching?