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Decrease in cost per leads
Increase in Meta lead conversions
Conversion rate increase from
enquiry to fertility cycle
Caravel Media investigated the Google Search account for Rainbow Fertility, an initiative of City Fertility and Australia’s first dedicated LGBTI+ fertility and IVF service provider. Caravel Media identified poor structure of the account and found that it was not in-line with best practice.
We restructured the Google Search account to allow us to increase lead numbers and reduce the cost per lead. Through regular bid adjustments and identifying the audience most likely to covert, we were able to significantly increase lead conversion rates.
We recommended removing Meta lead forms due to poor lead quality. Meta ads were bought on engagement, so they were paying for users who stayed on the site. By pushing the client to the website for lead forms and not allowing users to create a request on Meta, leads were more educated and thus higher quality.
