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IVF & Fertility Case Study

IVF & Fertility Case Study

Client Overview

  • Account: IVF & Fertility Center in Thailand
  • Location Targeting: India, Australia, and New Zealand.
  • Services Offered: IVF, IUI, ICSI, Fertility Counselling, Egg Freezing
  • Target Audience: Couples aged 25–45, urban areas, TTC (Trying to Conceive) who can travel from India to Thailand, as this service is illegal in India.

Objectives

  • Increase online visibility for IVF and fertility treatments
  • Generate qualified leads for consultations
  • Build trust and educate the audience
  • Reduce cost per lead (CPL) through better targeting and optimization
  • Generate leads through web form, WhatsApp message, and Call

Results (Over 30 Days):

  • Total Leads Generated: 257+
  • Cost Per Lead (CPL): THB14.30
  • Conversion to Booked Consultations: 172

The Challenges

  • Sensitive keywords and their selection as accounts getting suspended.
  • High competition in the IVF space with similar offerings
  • Low brand awareness and online presence
  • High CPL in the medical services vertical
  • Cannot run a remarketing campaign

Strategy

Platform Focus:

  • Google Ads: Search campaigns for high-intent keywords and PMAX Campaign using images and video.

Approach:

  • Established a Funnel:
    • MOFU: Interest & consideration (FAQs, doctor videos, blogs)
    • BOFU: Lead generation forms, WhatsApp click ads, and call CTA
  • Ran localized campaigns (city-specific) for greater relevance
  • Created separate landing pages with trust elements (testimonials, accreditations, success rates)

Execution

  • Google Ads: Search + PMAX Campaign
  • Installed Google Tag Manager
  • Weekly optimization of ad sets based on CPL and engagement
  • Implemented custom audience nurturing using CRM integration

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