Marketing in healthcare means marketing trust
Especially when it comes to IVF – a topic people rarely talk about openly. Especially when your audience lives in another country, speaks another language, and is looking for answers to deeply personal questions.

In this article, we’ll walk you through how we helped an international fertility clinic in Riga build a predictable, scalable lead generation funnel and successfully promote their in-person consultations abroad.

The client and context
Our client is a Latvia-based fertility clinic that focuses on international patients: women 30+, heterosexual couples, same-sex couples, and solo women. Latvia’s progressive laws and high medical standards make it an attractive destination for those who are unable to access IVF or egg donation in their home country.

The Challenge
Marketing an IVF service isn’t like selling an SMM course.
This is not an impulsive purchase – it's a complex, emotionally charged decision that often takes months or even years to make.
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Our strategic approach
After auditing the funnel and channel mix, the decision was clear:
Search ads had the highest potential
When someone types “IVF abroad” or “egg donation in Latvia,” they’re already actively looking for a solution. This made paid search our primary acquisition channel, supported by video ads to warm up cold audiences and build emotional connection.

Strategy highlights: Soft, supportive tone – no pushy sales language.

Localized messaging and culturally relevant content.
Balance between emotional empathy and factual reassurance.
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Implementation
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1. Smart campaign structure segmented by country and language: Sweden, Norway, Denmark.
Separate campaigns for each service: IVF, egg donation, insemination, PGD.
Focused on high-converting keywords and intent-based searches.

2. Hyper-personalized ad copy
Used Responsive Search Ads (RSA) with A/B testing to find top performers.
Not just translated – we adapted messaging for each target market.
Included trust signals: licensed specialists, personal coordinators, legal clarity.
Enhanced ads with callouts, sitelinks, and lead form extensions.

✅CPL dropped by more than 2–3x compared to initial campaigns. 
✅The clinic gained a stable, predictable lead flow. 
✅Leads were high quality – many proceeded to consultations.
✅Bing Ads delivered 3–4x cheaper leads than Google in key markets. 

Key takeaways
Trust is the real currency in healthcare marketing. 
Search intent is a goldmine, especially when remarketing is off-limits. 
Campaign structure and localization aren’t“extras” – they’re core drivers of success. 
In high-consideration niches, the real value lies in consistency and support across every step of the journey. 

Want a lead funnel like this for your clinic?
We build ethical, compliant, and highly effective digital strategies for clinics working with international patients.

If you're looking to scale high-quality leads while staying sensitive to your audience's journey – let's talk.