# Fertility Clinic Marketing & IVF Marketing | Fill The Lobby

> Fertility clinic marketing for IVF and egg freezing practices: ads that sell the first visit and leave success rates to the CDC and SART reports.

*Source: https://fillthelobby.com/fertility-marketing*

## Fertility clinic marketing

Sell the first visit, not the odds. In fertility clinic marketing the numbers are already public: federal law has IVF clinics report their success rates to CDC, which publishes them clinic by clinic. So the ads sell what a patient can’t look up: who they will see, how soon, what it costs and whether their plan pays any of it. We run the ads, the booking and the follow-up for IVF, IUI, egg freezing and donor treatment, from the first question about coverage to the first day of treatment.

Fill The Lobby is a fertility marketing agency for fertility and IVF clinics of every size in the US, from a solo reproductive endocrinologist to a large group practice. Federal law requires every IVF program to report its success rates to the Centers for Disease Control and Prevention ([42 U.S.C. 263a-1](https://www.law.cornell.edu/uscode/text/42/263a-1)), CDC publishes them clinic by clinic in its [ART Success Rates](https://www.cdc.gov/art/success-rates/) tool, and the Society for Assisted Reproductive Technology (SART) sets how its member clinics may show them in its [advertising policy](https://www.sart.org/globalassets/_sart/members-only-documents/sart-policies/sart-advertising-policy.pdf) (all checked 3 November 2026). Fill The Lobby leaves the numbers to those reports and writes ads that sell the first visit: who the patient will see, how soon, what it costs and how coverage is checked, run inside the clinic’s own ad accounts, where the ad spend goes directly to Google and Meta. Work starts with a 30-day Proof Pilot at one flat fee of $2,500. After the pilot, plans are priced per practice by clinician count.

## What actually books a fertility consult.

### 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](https://www.law.cornell.edu/uscode/text/42/263a-1)), and CDC must publish them for the public, naming any program that didn’t report ([42 U.S.C. 263a-5](https://www.law.cornell.edu/uscode/text/42/263a-5)). CDC’s clinic-by-clinic tool now runs to 2022 ([CDC](https://www.cdc.gov/art/success-rates/)), 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](https://www.sart.org/globalassets/_sart/members-only-documents/sart-policies/sart-advertising-policy.pdf); 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](https://www.kff.org/health-costs/2026-employer-health-benefits-survey/#in-vitro-fertilization), 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](https://support.google.com/adspolicy/answer/16502634), 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)](https://www.law.cornell.edu/cfr/text/45/149.610), checked 3 November 2026). Our [good faith estimate guide](https://fillthelobby.com/blog/good-faith-estimate) 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](https://www.asrm.org/globalassets/_asrm/practice-guidance/practice-guidelines/pdf/definition-of-infertility.pdf) 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](https://transparency.meta.com/policies/ad-standards/objectionable-content/privacy-violations-personal-attributes/) 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](https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/) 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](https://www.asrm.org/globalassets/_asrm/practice-guidance/practice-guidelines/pdf/definition-of-infertility.pdf), 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 odds are in the reports. The next opening is in the ad.

Inquiries by program (IVF, IUI, egg freezing, donor treatment), benefits checks returned, consults held, workups completed and treatment starts, visible weekly. BAA signed before any data moves.

## The only agency that is also the customer.

We built and run our own clinical platforms (200+ clinicians, patients in 20+ countries), and every part of this system, from the ads to the answered call and the follow-up, runs there first, on our own money. Fill The Lobby is that engine, pointed at your practice.

## We do this in other specialties too.

### 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](https://fillthelobby.com/services/paid-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](https://fillthelobby.com/services/missed-call-recovery) calls back the ones nobody could pick up and offers a consult time. The [website and booking pages](https://fillthelobby.com/services/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](https://fillthelobby.com/services/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](https://fillthelobby.com/services/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](https://fillthelobby.com/services). Put IVF and egg freezing through the [patient acquisition cost calculator](https://fillthelobby.com/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](https://fillthelobby.com/patient-acquisition-agency#leaks), from the ad to the first day of treatment.

## Fertility clinic marketing: what clinic owners ask.

**Q: Can a fertility clinic advertise its success rates?**

Yes, and for a SART member clinic the advertising policy sets out exactly how. It says displaying success data “is not mandated by SART”, but a clinic that chooses to must start with a direct link to its own clinic summary report on SART.org, “PROMINENTLY DISPLAYED, at the top of the clinic’s success rate presentation”, followed by the one-page summary sheet before any other figures. Supplemental figures follow SART’s format: live births per cycle start come first, a figure resting on fewer than 20 cycle starts must show both the live births and the number of starts, and the figures must be updated within 30 days of SART’s annual data release. Any website page or printed material that quotes program statistics must also carry SART’s statement that “A comparison of clinic success rates may not be meaningful because patient medical characteristics, treatment approaches, and entry criteria for ART may vary from clinic to clinic”, and the rules cover videos, brochures and social media posts as well as the website ([SART Policy for Advertising by ART Programs](https://www.sart.org/globalassets/_sart/members-only-documents/sart-policies/sart-advertising-policy.pdf), revised July 2022, checked 3 November 2026). So our ads leave the rates to the reports, and where your site shows them, we build that page to SART’s format for your medical director to approve.

**Q: Can we advertise IVF on Facebook and Instagram?**

Yes, and Meta names IVF in its own rules. Its [health and wellness policy](https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/) lists IVF among family planning methods and allows those ads when they “target people 18 years or older” and focus on health and the medical efficacy of the service. Fertility drugs that need a prescription also fall under Meta’s drugs and pharmaceuticals policy, whose geo-targeting and written permission requirements apply “in addition to this policy”, so our ads sell the consult and the treatment rather than the medication. The harder rule is about wording. Meta’s [personal attributes policy](https://transparency.meta.com/policies/ad-standards/objectionable-content/privacy-violations-personal-attributes/) says ads “must not contain content that asserts or implies personal attributes”, age and health among them, and gives “Do you have diabetes?” as an example of an ad that isn’t allowed (both checked 3 November 2026). In fertility that rules out two familiar openings, “Struggling to conceive?” and anything about a biological clock. IVF marketing on Meta describes the service instead: “IVF consultations with Dr. [Name], first visit by video” or “Egg freezing, explained”. Every ad runs in your own ad account.

**Q: Can we retarget people who visited our IVF pages?**

On Google, fertility campaigns reach people through what they search for, such as IVF cost or an egg freezing consult, and through Google’s own predefined audiences. Google’s [health in personalized advertising policy](https://support.google.com/adspolicy/answer/16701855) gives “Treatments for pregnancy and infertility” as an example of health content and says “You can use predefined Google audiences. You can’t use advertiser-curated audiences”, and it marks Customer Match, your data segments and lookalike segments as not supported (checked 3 November 2026). So neither a list of past IVF patients nor the visitors to your egg freezing page can be uploaded, targeted or used to find people like them. State law points the same way. Washington’s My Health My Data Act treats “Efforts to research or obtain reproductive or sexual health services” as reproductive or sexual health information (RCW 19.373.010(24)(b)) and makes it unlawful to geofence an in-person health care provider to send ads related to health care services (RCW 19.373.080; [RCW 19.373](https://app.leg.wa.gov/RCW/default.aspx?cite=19.373&full=true), checked 3 November 2026). Our [guide to the Act](https://fillthelobby.com/blog/my-health-my-data-act) covers its consent rules and the other states with similar laws. So the follow-up goes to people who asked to be contacted, from your clinic’s own systems, with a BAA signed before any data moves, and the ad platforms are told only that a booking happened and which campaign it came from.

**Q: How much should a fertility clinic spend on ads?**

Our fee is the fixed part: the Proof Pilot is 30 days at one flat fee of $2,500. The ad budgets sit on top of it and are paid from your clinic’s own Google and Meta accounts, so on the pilot we never handle that money or mark it up. The spend itself is sized to the calendar: how many new-patient consults each doctor can see in a week, how far out the next opening already is, and how many financial counseling slots follow the consults. IVF, egg freezing and donor treatment get separate budgets, because they draw different patients who decide at different speeds, and the share of inquiries that turn out to be self-pay after the benefits check shapes what each one can carry. The campaigns target the US. Google doesn’t allow fertility ads at all in 23 locations, among them China, Hong Kong, Saudi Arabia and the United Arab Emirates ([Google Ads policy](https://support.google.com/adspolicy/answer/15595719), checked 3 November 2026), so a clinic that also sees patients from abroad plans that outreach without Google ads in those places. Before any budget is set, week one reads your recent inquiries, benefits checks, consults and starts program by program, and from then on spend is reported as cost per consult held and per treatment start.

**Q: We’re an independent clinic and a large network has opened nearby. Where do we start?**

Start with what a network’s national campaigns can’t say about you. We work with independent clinics and physician-owned groups of every size, and in this position the ads lead with the specifics: which doctor the patient will see, the date of your next new-patient opening, how quickly the benefits check comes back, and which office handles monitoring, at what hours. What they never do is claim to be better. SART’s policy prohibits claims of superiority, “Statements denigrating other ART programs” and ranking in any form, and its own examples of lines that break it include “Our clinic has the best doctors in the United States” and “Our practice has world-class experts in reproductive medicine” ([SART](https://www.sart.org/globalassets/_sart/members-only-documents/sart-policies/sart-advertising-policy.pdf), checked 3 November 2026). So the ads make your first visit the easy one to book and leave comparisons to the published reports. Week one is an audit of your inquiries, calendar and benefits checks, and you get a roadmap before anything is built.

**Q: What should I ask a fertility marketing agency before signing?**

Ask whether it would put success rates, “best” or “top” in an ad. Rates shown outside SART’s format and claims of being the best both break the policy, and SART holds the practice and its medical director responsible for every advertisement, outsourced or not, so a fertility clinic marketing agency that writes them leaves your medical director to answer for them. Ask how it would follow up people who visited your IVF pages, and listen for patient lists going into the ad platforms. Ask whether its reports count consults held and treatment starts for each program, or only leads and clicks. And ask whose name the Google and Meta accounts will be in, and when the BAA gets signed: it should be before any data moves. What we commit to: ads that sell the first visit and leave the rates to the published reports, follow-up from your own systems with patient lists kept out of the ad platforms, consults and treatment starts reported weekly for IVF, egg freezing and donor treatment, ad accounts in your name, and the BAA signed first.

Updated November 2026.

## Be the clinic they start with.

## Related pages

- [Book a 30-minute call](https://fillthelobby.com/book)
- [good faith estimate guide](https://fillthelobby.com/blog/good-faith-estimate)
- [Concierge & DPC](https://fillthelobby.com/concierge-dpc-marketing)
- [Functional medicine](https://fillthelobby.com/functional-medicine-marketing)
- [Weight loss & GLP-1](https://fillthelobby.com/glp1-weight-loss-marketing)
- [Men's health & TRT](https://fillthelobby.com/mens-health-marketing)
- [Gastroenterology](https://fillthelobby.com/gastroenterology-marketing)
- [Mental & behavioral health](https://fillthelobby.com/mental-health-marketing)
- [Therapy & counseling](https://fillthelobby.com/therapy-practice-marketing)
- [Psychiatry](https://fillthelobby.com/psychiatry-practice-marketing)
- [Ketamine & Spravato](https://fillthelobby.com/ketamine-spravato-marketing)
- [IOP & PHP](https://fillthelobby.com/iop-php-marketing)