Promotion of medical services with an ROI of 844%: promotion of surrogacy services using paid Facebook traffic

Developing an SMM strategy from 4Limes

A surrogacy clinic contacted us with a request to promote their services in order to expand their client base. The client wanted to attract couples who were having difficulty conceiving. The peculiarity of the target audience of such projects is that they have experience and knowledge in this area. Most often, these are couples who have visited various clinics and resources and understand the surrogacy process. Our goal was to attract such a target audience for a consultation.

2 117,87 $

advertising campaign budget

1 500

site visits

1,41 $

price per visit to the site

applications received

62,29 $

average price per request

contacting an online consultant

78,44 $

price per request

844%

ROI (Return on investment)

Details

GEO

Spain, Ireland, Italy, Portugal, Germany, Sweden, UK, USA, Canada

Target audience

women and men, 24-60 years old, who are interested in IVF

Niche

Surrogate motherhood

Despite the successful operation of the clinic and positive feedback from patients, there was one big problem: their competitors were actively using Facebook ads, while the client could not get stable results due to constant blocking and loss of advertising accounts. After conducting additional analysis, we confirmed the importance of this social network, as the majority of the target audience spends more time on Facebook.

Over the past year and a half, the clinic has changed more than 10 contractors in an attempt to solve this problem. Their main task was to find a quality contractor and attract the target audience through Facebook ads.

Client: Infertility and surrogacy clinic
GEO: Spain, Ireland, Italy, Portugal, Germany, Sweden, UK, USA, Canada
Target: more than 30 new leads per month
Traffic: clinic’s website landing page – conversion to applications and calls to an online consultant
Traffic source: Facebook Ads
Conversion price: up to 2$
Duration: 1 month
Payback: from 400%
Target audience: women and men, 24–60 years old

Work progress

Client analysis and task setting

We analyzed the client: A surrogacy clinic focused on attracting couples who have difficulty conceiving. The target audience has experience and knowledge in this field, which complicates the task of attracting them. Objectives: Attracting more than 30 new leads per month through Facebook Ads with a minimum conversion price of $2. The main task is to attract customers steadily and eliminate the problem of blocking advertising accounts. We formed a portrait of the target audience: Women and men aged 24-60 living in Europe and the United States who are interested in surrogacy services.

Developing a strategy and preparing for the launch

We analyzed competitors' Facebook Ads campaigns, identified their strengths and weaknesses, and determined our client's advantages over them. Website optimization and consideration of stop words: We analyzed the clinic's website for stop words that could lead to ad blocking. We prepared recommendations for changing texts and converting some blocks into image format to avoid blocking. Creation of advertising creatives: We developed three basic advertising creatives based on successful examples of competitors and best practices. The creatives were tested and adapted for further use. Cooperation with Facebook: Thanks to our Facebook Marketing Partner status, we turned to a dedicated Facebook manager to pre-moderate the site, ads, and creatives. This allowed us to get additional recommendations and avoid blocking at the start of the campaign.

Launching and implementing an advertising campaign

We researched the target audience and identified the main demographic and geographic targeting criteria. We set up targeting for users from Germany, the UK, Italy, Sweden, the US, and other countries, with a focus on the age of 24-60. Launched conversion-optimized advertising campaigns and collected data for further segmentation and optimization. We conducted regular tests of creatives and ads, analyzed their effectiveness and made the necessary changes.

Scaling and improving results

After successful testing, we expanded the geography of advertising, increasing the reach of the target audience. Based on the data obtained, we created new creatives targeting the audience that showed the best results.

Strategy for promoting medical services through Facebook ads

Our strategy for promoting the services of a surrogacy clinic using Facebook Ads included the following important points:

Directing users to relevant pages of the website: To increase the effectiveness of advertising, we customized the ads so that Facebook and Instagram users were redirected to the most relevant pages of the website containing information about the surrogacy services offered.
Identifying the best creatives for advertising and creating new ones based on them: We analyzed various creatives of competitors that we researched in the Facebook advertising library. This gave us the opportunity to study the approach to creating creatives that would not be blocked and work effectively.
Accounting for stop words and their impact on promotion: An important aspect of our strategy was to identify and replace stop words on the website and in advertising materials, as the use of such words can cause ad blocking and negatively affect the campaign’s effectiveness.

Implementing the promotion of surrogacy services

During the project implementation, we completed the following key stages:

At the first stage, our team conducted an analysis of the target audience and the surrogacy market. Based on the analysis, we identified the main competitors, analyzed their advertising campaigns, and determined the advantages of our client over them.
Recommendations for the client’s website: We analyzed the content of the clinic’s website and identified stop words and phrases that could cause Facebook ads to be blocked. We provided the client with detailed recommendations on how to change the texts, remove or replace stop words, and convert some text blocks to image format so that the Facebook advertising robot could not read them.
Creation of advertising creatives: We developed three basic variants of advertising creatives based on best practices and successful examples from past campaigns, as well as competitor analysis. These creatives were thoroughly tested and selected for further use in the campaign.
Working with a dedicated Facebook manager: Due to the fact that we are Facebook marketing partners, we asked our Facebook manager to pre-moderate the website, ads and creatives. This allowed us to get additional recommendations on how to improve the site and ads to successfully launch and promote an advertising campaign on Facebook without blocking and banning.
Implementation of recommendations: We have successfully implemented all the recommendations and changes we proposed, which became the basis for the stable launch and promotion of the advertising campaign on Facebook and Instagram without significant problems and blockages.

Thus, in the course of the project, we helped the client optimize the website, created and tested advertising creatives, and prevented blocking and bans.

We suggested setting up Facebook targeting based on the following criteria:

Location (place of residence): Germany, UK, Italy
Age: 24-60
Languages: English (UK) or English (US)
Eligibility criteria: Audience of 1% per 90 days of website visitors
The size of the audience was: 1 100 000–1 300 000

Results of social media promotion

Key results

2 117,87 $

advertising campaign budget

1 500

site visits

1,41 $

price per visit to the site

applications received

62,29 $

average price per request

contacting an online consultant

78,44 $

price per request

844%

ROI (Return on investment)

After fixing the problems on the website and conducting pre-moderation, the ads were successfully running without any problems for a month.

Here are the results we got:
Reporting period: 03/24–04/24
Budget used: $2,117.87
Website visits: 1500
Price per site visit: $1.41
Applications received: 34
Average price per request: $62.29
Contact an online consultant: 27
Cost per conversion: $78.44
Return on investment: 844%

The average closing time for a client using these services is 2 weeks to 3 months, and the average check is about 20,000 euros. During the time of working with us, the client signed contracts with two clients attracted through our advertising.

Conclusions

The conclusions based on the analysis of the results of our advertising campaign confirm its success and effectiveness. Expanding the geography of advertising and using an action algorithm aimed at collecting basic data and focusing on similar audiences helped improve the campaign’s results.

The analysis of landing pages showed that directing users to prepared relevant pages, such as the surrogacy section, is more effective and contributes to the success of the campaign. This is confirmed by the difference in the number of requests.

Plans for the next month of work based on the results of the successful campaign include continuing to work with the geographies of Germany, the UK and Italy, promoting the promotional video in the EU and the US, and creating new creatives based on the best options identified.

In general, the results of the advertising campaign show that thanks to our efforts and recommendations to expand the geography of advertising, use prepared relevant pages, and develop new creatives based on successful options, the client received a significant increase in calls, and, therefore, successfully promoted their business.

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