Target for family creation center
A private medical center specializing in reproductive health has approached me. This clinic works with couples who have difficulties conceiving. They offer a wide range of services — from IVF to pregnancy management, as well as a direction in surrogacy.
At the start, there were no global expectations or million-dollar budgets. The average monthly budget is about $350, sometimes they could afford $500, but that was the maximum. That’s why it’s very important to plan all expenses and build a strategy for what and in what order we do things.
Strategy
Before launching the first ads, we gathered a general promotion strategy, where we clearly outlined our target audience, examples of offers we would use, competitor analysis, etc. We immediately started working with specific queries and how to attract potential clients to our clinic.
To begin with, we decided to test two promotional offers, and later we also included the search for surrogate mothers.
- Free consultation with a reproductive specialist
- Promotion on ultrasound — 1+1=3 (the third one is free)
- Separate campaign for finding surrogate mothers
But thanks to clear analytics and understanding of what we were testing, we quickly found formats that really worked. The promotional offers performed the best — they generated leads at a stable cost of $2–3. The surrogacy campaign maintained a cost of $3–4 per lead — which is quite good in this field.
What we tested and how it worked
In the first few weeks, we tested a lot: texts, creatives, lead collection formats. Some creatives "burned out" within a few days, while others had a high cost per lead. Not all campaigns immediately yielded good results — and that’s normal. For example, during certain periods, the cost per lead jumped above $10 — and we consciously turned off those groups.
Audience and geo
We mainly worked with two audiences: the first was women aged 20–50 — a broad audience for the clinic's promotional services. The second audience was women aged 20–35 — for surrogacy (as those over 35 are no longer suitable).
Initially, we tried to test a narrower audience (+4km) — around the clinic. But the CPM was too high, and the results were poor. So we expanded the geo to +20 km, and the metrics improved.
Results
Here are the key figures for the testing period and stable operation:
- Leads: 312
- Targeted leads: 253
- Cost per lead: $2.61
- Advertising budget: $820
The problem of processing leads
A separate story — the client's responsibility.
Often entrepreneurs think: "there are leads — so everything will be fine." But if they are processed slowly or without interest — there will be no results. In this case, it was exactly that situation. People wanted to sign up — but due to slow responses and dismissive replies, part of the clients was lost.
Currently, the client is already looking for a separate manager for the prompt processing of leads. This is a key step after which scaling will be possible.
At the start, there were no global expectations or million-dollar budgets. The average monthly budget is about $350, sometimes they could afford $500, but that was the maximum. That’s why it’s very important to plan all expenses and build a strategy for what and in what order we do things.
Strategy
Before launching the first ads, we gathered a general promotion strategy, where we clearly outlined our target audience, examples of offers we would use, competitor analysis, etc. We immediately started working with specific queries and how to attract potential clients to our clinic.
To begin with, we decided to test two promotional offers, and later we also included the search for surrogate mothers.
- Free consultation with a reproductive specialist
- Promotion on ultrasound — 1+1=3 (the third one is free)
- Separate campaign for finding surrogate mothers
But thanks to clear analytics and understanding of what we were testing, we quickly found formats that really worked. The promotional offers performed the best — they generated leads at a stable cost of $2–3. The surrogacy campaign maintained a cost of $3–4 per lead — which is quite good in this field.
What we tested and how it worked
In the first few weeks, we tested a lot: texts, creatives, lead collection formats. Some creatives "burned out" within a few days, while others had a high cost per lead. Not all campaigns immediately yielded good results — and that’s normal. For example, during certain periods, the cost per lead jumped above $10 — and we consciously turned off those groups.
Audience and geo
We mainly worked with two audiences: the first was women aged 20–50 — a broad audience for the clinic's promotional services. The second audience was women aged 20–35 — for surrogacy (as those over 35 are no longer suitable).
Initially, we tried to test a narrower audience (+4km) — around the clinic. But the CPM was too high, and the results were poor. So we expanded the geo to +20 km, and the metrics improved.
Results
Here are the key figures for the testing period and stable operation:
- Leads: 312
- Targeted leads: 253
- Cost per lead: $2.61
- Advertising budget: $820
The problem of processing leads
A separate story — the client's responsibility.
Often entrepreneurs think: "there are leads — so everything will be fine." But if they are processed slowly or without interest — there will be no results. In this case, it was exactly that situation. People wanted to sign up — but due to slow responses and dismissive replies, part of the clients was lost.
Currently, the client is already looking for a separate manager for the prompt processing of leads. This is a key step after which scaling will be possible.
Lvov 
Available for hire