Company: Advanced Centre for Reproductive Medicine
Target audience: Ladies between 25-50 years of age looking for IVF treatment.
Our Approach: Leads were generated through Google Ads and Facebook Ads. High intent search queries were targeted on Google to capture people who were actively looking for treatment centres, costs & best doctors. Search campaigns were continuously optimized to reduce the CPA.
The key to making the FB ad campaign a success was to find the parents with the intent of considering IVF treatment to get pregnant. A separate landing page was created with all the information related to IVF treatments. Lead magnets were promoted through Facebook, targeting generic interest groups at first. The people who came to the page were segmented to different audiences based on the behaviour.
Those who downloaded the IVF brochure, called the clinic, submitted an inquiry & spent more than 1 min on the page were categorized as high-intent audiences and collected on Facebook. Lookalike audiences were created using the collected audiences and more specific ads with action-oriented content and CTAs were pushed. The CPAs dropped by 50% in the 2nd phase and continued to drop up to 65%.