Care Fertility, a leading fertility clinic group in the UK, is renowned for its clinical excellence and compassionate care. With multiple locations nationwide, it has become one of the most trusted names in fertility treatments and preservation. As demand for fertility services rises, Care Fertility has not only enhanced its clinical capabilities, but expanded its focus on digital marketing, customer experience, and brand development.
The Business Challenge
Care Fertility aimed to achieve ambitious growth by increasing its reach and improving digital marketing efficiency to drive higher customer acquisition volumes.
Key Objectives
1. Optimise digital marketing operations to boost lead volumes.
2. Implement end-to-end measurement of the customer journey to inform digital marketing strategies.
Our Approach
We embedded ourselves into Care Fertility’s team—working alongside Communications, Media and Development teams in a seamless ‘secondment-style’ collaboration. Our key initiatives included:
- Paid Search Optimisation: Improved cost efficiency and lead volume by refining campaign structures, keywords, ad copy, bidding strategies, and increasing media spend.
- Enhanced User Experience: Designed 15 new landing pages tailored to clinic locations and customer types, significantly boosting lead generation.
- SEO and Brand Rollout: Project-managed technical SEO updates and implementation of a new brand identity across the website, aligning creative and messaging with customer needs.
- Data-Driven Insights: Built and integrated new performance dashboards, consolidating fragmented data to enable a holistic view of marketing performance.
- Updated Tracking Systems: Enhanced consent tracking and platform conversion setups to improve data accuracy.
The Results
- +15% increase in leads through improved landing pages
- +54% increase in leads via Google Ads
- -9% reduction in average cost per click (CPC)
- Creation of 2 new dashboards to monitor digital marketing performance across the customer journey
Building a Foundation for Success
Care Fertility’s structured and prioritised approach to improving digital marketing operations highlights the importance of implementing the right set up for longer-term growth while keeping the customer at the core of their strategy.
Singulier’s support enabled Care Fertility to bolster its strategies for customer acquisition across essential channels. Our development of end-to-end performance dashboards also empowers Care Fertility to monitor and optimise digital marketing performance more effectively. With these strengthened foundations, Care Fertility has enhanced its operational resilience and readiness for sustained growth.