TFP Fertility

Key takeaways

  • Cost/Conversion reduced by 20%
  • Conversions increased by 70%
  • * Business is hitting its overall growth targets
TFP is an established provider of fertility services in the UK. They are one of the leading private equity-backed providers, operating across 8 clinics nationwide, with a business model focused on offering a premium service compared to other fertility providers.

Despite having a well-established PPC account with high levels of spend, they were unhappy with their performance.

Following a detailed audit that identified many opportunities for improvement, TFP decided to make us their new PPC partner. They felt we brought a specialised approach to PPC and understood their broader digital challenges thanks to our healthcare background.

Introduced AI-supported call tracking

When we audited TFP, we found there was no call tracking in place despite inbound phone calls being the main source of quality leads. They also had an issue where a lot of their inbound calls were coming from existing customers, so they needed a solution that would let them optimise only for the high-quality sales calls.

We set up call tracking with our partner, Call 360. The bespoke solution transcribes each call within the interface, identifies whether it is a sales call by searching for specific keywords, and then imports qualifying calls back into Google Ads as conversions.

Restructured the account

We reduced the number of ad groups in most campaigns from 40 to 15. The account had been set up in a legacy way that no longer reflects how Google works. The different ad groups were all triggering one another’s keywords, so keeping the structure that large no longer made sense. Instead, we broke it down into 15 ad groups, grouped by theme.

Separated the brand into its own campaign

Before we took on the account, brand traffic was all coming through the generic and PMax campaigns rather than sitting in its own campaign. The issue with this is that high-intent brand traffic pollutes the performance of generic keywords, gives a false view of performance, and leads to incorrect budgeting. It also pushes brand CPCs higher than they need to be. We separated the brand into its own campaign and excluded it from the others.

Improved ad copy

With the ad groups reduced from 40 to 15, the account was much more manageable. This let us run a more refined ad copy strategy, which made ads more relevant, boosted quality scores, and ultimately improved click-to-conversion rates.

Results

Despite this being a well-established account for a market leader in the sector, within 5 months, we had driven conversions up while reducing cost per conversion.

Usually, when a well-established account scales spend, the cost per conversion goes up too, as CPCs get more aggressive. Because of the improvements we made, we were able to scale spend while reducing the cost per conversion.