Fertility clinic marketing

Success rates are public record, so the ads sell the first visit

Under the Fertility Clinic Success Rate and Certification Act of 1992, every assisted reproductive technology program, IVF clinics among them, must report to CDC each year the “pregnancy success rates” it achieves with each technique (42 U.S.C. 263a-1), and CDC must publish them for the public, naming any program that didn’t report (42 U.S.C. 263a-5). CDC’s clinic-by-clinic tool now runs to 2022 (CDC), so a patient who wants to compare clinics already has the reports to do it with. SART members have a second rulebook on top. Following SART’s advertising policy is “a requirement for membership in SART”; claims of superiority are prohibited, ranking clinics is “not permitted in ANY FORM”, linking to websites that rank IVF programs is prohibited, and “The practice and medical director are held responsible for the content of all advertisements”, including advertising that is outsourced (SART, revised July 2022; all checked 3 November 2026). So the ads carry no success rates and no “best” or “top” claims. They sell what the reports can’t show: each doctor by name and training, the next new-patient opening, what the first visit includes, how coverage is checked, what a cycle costs and where monitoring happens.

Coverage is checked before it is quoted

The first question is often “does my plan cover IVF?”, and the answer changes from one employer to the next. In KFF’s 2026 Employer Health Benefits Survey, 24% of firms with 200 to 999 workers, 38% of firms with 1,000 to 4,999 and 47% of firms with 5,000 or more cover IVF in their plan with the largest enrollment, “either through their plan or through a third-party vendor”, and the smallest of those firms were more likely to say they didn’t know (27% against 9%; published 22 October 2026, checked 3 November 2026). Only a benefits check answers it for one patient, so the check becomes a booked step with a stated time for the answer, not a form that sinks into a queue. For patients whose plan doesn’t cover IVF, the page explains the self-pay price: what a cycle includes and what is billed separately, such as medication, freezing and storage. Any price in an ad is held to Google’s dishonest pricing practices policy, under which advertisers “must clearly and conspicuously disclose the payment model or full expense that a user will bear before and after purchase” (checked 3 November 2026), so we don’t run a cycle price that leaves the medication out. Those patients are self-pay for that service under the federal good faith estimate rule, which counts “An individual who does not have benefits for an item or service under a group health plan” as uninsured or self-pay (45 CFR 149.610(a)(2)(xiii)(A), checked 3 November 2026). Our good faith estimate guide covers when the estimate is due and what goes in it, and your counsel decides how it applies to a cycle with several steps.

The next opening is the offer

Many patients reach a fertility clinic after months of trying. The American Society for Reproductive Medicine’s definition of infertility says evaluation “should be initiated at 12 months when the female partner is under 35 years of age and at 6 months when the female partner is 35 years of age or older” (2023, checked 3 November 2026), so a patient who finds your site has often waited a long time already, and a first visit several weeks out reads as more time lost. So the page shows the next new-patient opening and whether the first consult can be by video, and an inquiry is offered a time on your real calendar rather than the promise of a callback. The ads never lean on the reader’s age or a ticking clock: Meta’s personal attributes policy lists age and “physical or mental health (including medical conditions)” among the things an ad must not assert or imply about the person reading it (checked 3 November 2026). When to seek care is a conversation for your doctors, and nothing we write tells a reader it is time.

Egg freezing is a different decision

Someone freezing eggs is usually planning ahead, often without a diagnosis, and weighs the whole cost, the cycle and then the storage that follows it, over weeks or months. Someone starting IVF has often been trying for a long time and wants the first visit soon. One campaign and one page for both answer neither. So egg freezing gets its own campaigns, its own landing page and its own line in the weekly report, with the storage cost stated beside the cycle price. Its ads describe the service and the process, never the reader’s age or worries. We run both programs to Meta’s reproductive health rules: its health and wellness policy lists “In Vitro Fertilization (IVF) or any other artificial insemination procedures” under family planning methods, and those ads must “target people 18 years or older” and keep the focus “on health and the medical efficacy” of the service (checked 3 November 2026).

Not every patient arrives as a couple

ASRM’s 2023 definition includes the need for medical help such as the use of “donor gametes or donor embryos in order to achieve a successful pregnancy either as an individual or with a partner”, and it says “Nothing in this definition shall be used to deny or delay treatment to any individual, regardless of relationship status or sexual orientation” (ASRM, checked 3 November 2026). Single patients and same-sex couples come with first questions of their own, about donor sperm or donor eggs and who will carry, and an intake form that asks for a husband’s name loses them at the first field. So forms, pages and call scripts are written for every patient, and donor treatment has a page of its own. The ads describe the service and never guess at the reader’s relationship status or orientation; Meta’s personal attributes policy names “sexual orientation or practices, gender identity” among the things an ad must not assert or imply (checked 3 November 2026).

The partner’s test nobody booked

Her first visit goes well. Before she leaves, the desk books her bloodwork and an ultrasound; her partner is handed a slip with a number to call to book his own test. He works nights, the slip stays in a jacket pocket, and nobody calls him. The results visit can’t be scheduled until both halves of the workup are in, so three weeks later she calls to ask why nothing has happened and hears that the clinic is waiting on him. Nobody did anything wrong, and the month she hoped to start becomes the next one.

So both partners’ appointments are booked before anyone leaves the first visit, at the desk or from a link that still works at two in the morning, and each partner gets their own reminders, sent by the clinic to the number and email that person agreed to be contacted on. When one half of a workup is still open after a few days, the follow-up goes to the person whose appointment is missing, not to the patient who is waiting. Open workups are listed in the weekly report, so a results visit that can’t be booked yet shows up as one.

The benefits check that went quiet

On Monday evening she fills in the form on your site: does her plan cover IVF? Answering it takes her member details and a call to her plan, or to the fertility benefit company her employer uses, and the request joins the queue with everyone else’s. By Friday she has heard nothing. She reads the silence as a no, decides IVF is out of reach this year, and stops looking.

So the benefits check is booked like an appointment, with a stated time for the answer, and the confirmation says what the financial counselor needs from her. While it runs, she is offered the self-pay estimate and the next consult opening, so the wait doesn’t hold up the first visit. The day the check is done, the answer goes to her with the next step attached, a consult, a call with the financial counselor or both. Benefits checks requested and returned are counted weekly, with the time each one took.

Where the rest of it leaks

IVF, egg freezing and donor treatment are counted apart from the first inquiry to the first day of treatment, and the fertility ads we run are judged on consults held and treatment starts, so a busy month of egg freezing questions never stands in for a month of IVF starts. New-patient calls often come in while the team is tied up with early monitoring visits and retrievals; missed call recovery calls back the ones nobody could pick up and offers a consult time. The website and booking pages we build for IVF clinic marketing offer a time and a video option for the first consult, and ask about a partner without assuming one. Patient follow-up carries each open partner appointment and benefits check until it closes. No list of past patients or of IVF page visitors goes into a campaign; the questions below give Google’s and Washington’s reasons. Fertility clinic SEO is mostly the questions people ask before the first call, about cost, coverage and what the first visit involves, and local SEO builds those pages and keeps each office’s Google Business Profile clear about where monitoring happens and when. How the services connect is set out under what we do. Put IVF and egg freezing through the patient acquisition cost calculator one at a time, each with its own spend and patient counts, and you see two acquisition costs instead of one blended figure. Week one checks the clinic for all seven leaks, from the ad to the first day of treatment.