22–30x ROAS for IVF & fertility clinics
A signature healthcare specialty: full-funnel Google & Meta campaigns with airtight tracking and CRO that made high-value fertility treatments a predictable, profitable acquisition channel.
Illustrative — real client dashboards shared on request.
Where things stood.
IVF and fertility is one of the hardest verticals in paid media: treatment cycles run into five figures, the decision is deeply personal and takes weeks, and the keywords are among the most expensive in healthcare. Clinics were paying premium clicks but couldn't tell which spend produced a booked consultation — tracking was patchy, form-fills and calls went uncounted, and cost-per-lead climbed every month with no ROAS anyone could defend.
- Client
- IVF & Fertility Clinics
- Industry
- Healthcare
- Discipline
- Paid Media
How it got fixed.
- 01
Get the tracking watertight first
Rebuilt conversion measurement across GA4, GTM and call tracking so every consultation request — form or phone — was attributed to the exact campaign and keyword. No budget moved until the numbers could be trusted.
- 02
Run Google and Meta as one funnel
Paired high-intent Search for people actively researching treatment with Meta demand-gen for the long consideration window, so the two channels compounded instead of competing for the same credit.
- 03
Fix conversion before scaling spend
Rebuilt the landing experience around the treatment decision — trust signals, cost transparency and a low-friction consult booking — and A/B tested offer and message until the funnel converted qualified enquiries, not tyre-kickers.
- 04
Bid to the value of a booked treatment
Moved to value-based bidding against genuine consult and treatment value, with weekly QA and negative-keyword hygiene keeping cost-per-lead on a downward trend.
What changed.
Fertility became a predictable, profitable acquisition channel — peaking at 22–30x ROAS, the healthcare benchmark this work is known for.
