City Fertility

GENNET City Fertility is part of a group of leading IVF clinics with more than 20 years’ experience in fertility treatment and investigations, reproductive endocrinology, assisted reproduction, fertility preservation, genetics, prenatal screening and fetal medicine in Europe, welcoming more than 45,000 patients each year. They offer a wide range of services and are able to provide cutting-edge techniques including; diagnostic hysteroscopy, Pre-implantation Genetic Screening and Diagnosis of embryos, receptivity assays, and non-invasive genetic testing during pregnancy. They believe in an individualised approach to understanding their patients’ fertility challenges and develop a bespoke treatment protocol for each couple.

Our paid search strategy involved utilising a highly structured account set-up with campaigns segmented by treatment category, location and match type. This allowed budgets to be applied on a priority basis and individual KPIs and strategies to be utilised depending on the area.

Granular ad groups within these campaigns focused on the intent of the keyword and the most appropriate landing page available to the user’s search. This ensured high Quality Scores and Ad Rank leading to lower cost-per-clicks, a higher conversion rate and ultimately, a lower cost-per-lead.

To drive growth, we ensured that we constantly tested new assets, ad and campaign types, messaging and bid strategies. This allowed us to react and adapt to ever-changing search behaviour and unlock competitive advantages in a challenging digital marketplace.