Fertility Marketing Case Study
62% More Consultations Booked for an IVF Clinic
Harborview Reproductive Health was investing in paid advertising, but broad targeting and general landing pages were attracting too many unqualified clicks. We rebuilt the path from the first click to the booked consultation around patient intent.
62%
more consultations booked from paid channels in five months
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Client
Harborview Reproductive Health
Clinic
Independent clinic, one location
Timeframe
Five months
Services
Google Ads, Meta Ads, landing pages and conversion tracking
Results at a glance
More qualified inquiries. More bookings. Less wasted ad spend.
The challenge
The clinic was spending on ads. The ads were not bringing in enough patients who were ready to book.
1
Broad targeting attracted clicks from people who were not actively looking for IVF or fertility treatment.
2
Every campaign sent visitors to the clinic homepage instead of a landing page matched to their search.
3
Tracking stopped at the click, so the clinic could not see which advertisements were producing booked consultations.
4
Only about one in five paid inquiries resulted in a booked consultation.
What we found
The strongest patient intent was being lost between the advertisement and the inquiry form.
Fertility patients often search with specific questions such as “IVF cost,” “fertility testing near me” or “AMH test.” The clinic was bidding on broad terms and sending everyone to the same page. When we mapped the journey from click to consultation, most paid leads were dropping off between the advertisement and the form.
The strategy
Reach patients who are ready to act—and make booking simple.
We aligned targeting, creative, landing pages and tracking around the searches and audiences most likely to produce consultations.
Focused Google Ads
We targeted high-intent searches around IVF consultations and fertility testing while excluding irrelevant and low-value terms.
Meta campaigns for earlier-stage patients
Clear, compliant creative introduced the clinic to people who were still researching their fertility options.
Dedicated landing pages
Each ad group led to a page aligned with the patient’s search, supported by one focused call to action.
Complete conversion tracking
We tracked the journey from click to consultation so budget could move toward the campaigns producing actual bookings.
The improved paid journey
A clearer path from patient intent to consultation.
High-intent search
The patient searches for a specific IVF or fertility service.
Relevant advertisement
The campaign answers the need behind the patient’s search.
Matched landing page
The page continues the same message and offers one clear next step.
Booked consultation
Conversion tracking connects the original click to the booking.
The result
About 32% of paid inquiries became booked consultations.
Over five months, the clinic improved its paid inquiry-to-consultation conversion from approximately 20% to approximately 32%. Based on the clinic’s precise internal figures, this represented a 62% improvement, while cost per booked consultation fell by 41%.
Share of paid inquiries resulting in a booked consultation
Before
≈20%
After
≈32%
Displayed conversion percentages are rounded. The reported 62% improvement is based on the clinic’s precise internal figures over the five-month period.
We used to spend on ads without knowing what they were doing. Now we can see which ones bring in consultations, and the patients we get are much more serious.
Dr. Marcus Delaney
Reproductive Endocrinologist and Co-Founder
Harborview Reproductive Health
Seeing the same problem in your clinic?
We’ll review your current ads, identify where patients are being lost between the click and the consultation, and show you what we would improve.
Book Your Free consultationResults reflect this clinic’s campaign over the stated period. Individual results vary.