Lead Generation for Gaudium IVF Centre

Client: Gaudium IVF Centre
Location: India

Services Promoted:

IVF Treatments, Fertility Solutions, Egg & Embryo Freezing, Donor Programs

Background

Gaudium IVF Centre, a leading fertility chain, was running paid campaigns to generate patient leads for IVF consultations and treatments. While campaigns were driving good click volumes, the clinic faced a serious pain point – a high percentage of incoming calls and leads were related to sperm donation inquiries, which were not their target service.

This wasted marketing budget, overloaded staff, and reduced overall campaign ROI.

Objective

Generate qualified IVF treatment leads (consultations, egg/embryo freezing, procedures).
Reduce irrelevant sperm donor inquiries.
Improve Cost per Conversion and overall ROI.

Challenges

High overlap of keywords around “IVF,” “sperm donor,” and “fertility donation.”
Large ad spend (~₹47.8 lakh in 60 days) that needed better lead quality.
Call-heavy lead system → made filtering irrelevant leads harder.

Strategy Implemented

Negative Keywords Integration
- Added “sperm donor,” “semen bank,” “donation jobs,” “earn money sperm” etc. as negative keywords.
- Refined keyword match types to focus on “IVF treatment”, “egg freezing”, “fertility clinic near me”.
Ad Copy Refinement
- Replaced generic ad headlines like “IVF Centre in Delhi” with “IVF Treatment Consultation – Book Now”, “Egg Freezing Specialists”, “ICSI & Advanced Fertility Treatments”.
- Avoided words like donation and sperm bank.
Landing Page Optimization
- Built separate landing pages for IVF services, freezing, and donor egg/embryo programs.
- Each page had call-to-actions for treatment bookings only, filtering out donation queries.
Call Tracking & Filtering
- Integrated call tracking to measure quality of leads.
- Staff trained to quickly disqualify donor inquiries and mark them separately for optimization.
Smart Bidding
- Shifted to Target CPA bidding, optimizing for IVF consultation form fills and qualified calls only.

Metric	Before (Jan–Mar 2025)	After (Mar–May 2025)	Change
Clicks	42.6K	45.2K	+2.6K
Conversions	590	1,840	+1,250
Cost per Conversion	₹9.8K	₹2.6K	-73%
Total Ad Spend	₹5.77M	₹4.78M	-₹988K

Key Takeaways

Irrelevant sperm donor calls dropped by ~80% after applying negative keywords and ad copy refinement.
Qualified IVF treatment leads tripled within 60 days.
Cost per Conversion reduced by 73%, saving nearly ₹1 crore in ad spend while increasing conversions.