Marketing in healthcare means marketing trust.

This is especially true for IVF – a deeply personal topic that many people rarely discuss openly. The challenge becomes even greater when prospective patients live in another country, speak another language and are looking for answers to sensitive questions about fertility treatment.

In this case study, we look at how Adore Digital helped an international fertility clinic in Riga build a more predictable and scalable lead generation funnel and promote in-person consultations to patients abroad.

The Client, Challenge and Marketing Strategy

Our client is a Latvia-based fertility clinic focused on international patients, including women aged 30+, heterosexual couples, same-sex couples and solo women.

Latvia's regulatory environment and medical services make it a potential destination for patients considering IVF or egg donation abroad, including people whose treatment options may be limited in their home country.

The Challenge

Marketing IVF treatment is fundamentally different from promoting a low-consideration consumer service.

Choosing fertility treatment is rarely an impulsive decision. It can be a complex and emotionally demanding process that takes months or even years.

At the beginning of the project, the clinic faced several challenges:

• Unstable lead flow – enquiries were unpredictable, seasonal and difficult to scale.
• High cost per lead – some campaigns were generating CPLs of up to €60.
• Advertising restrictions – healthcare and sensitive-interest policies limited available targeting and remarketing options.
• Sensitive subject matter – infertility is not something every patient feels comfortable discussing publicly.
• Limited brand trust – particularly among cold audiences considering treatment in another country.

Our Strategic Approach

After auditing the clinic's funnel and channel mix, we identified paid search as the strongest acquisition opportunity.

When someone searches for terms such as “IVF abroad” or “egg donation in Latvia,” they are already actively researching potential treatment options. This makes search intent particularly valuable in a high-consideration healthcare journey.

Paid search became the primary acquisition channel, supported by video advertising designed to introduce the clinic and build familiarity among colder audiences.

Our communication strategy focused on:

• a soft, supportive tone without aggressive sales language;
• localized messaging rather than direct translation;
• culturally relevant content;
• a balance between emotional empathy and factual reassurance.

Campaign Implementation

We structured campaigns by country and language, with dedicated targeting for Sweden, Norway and Denmark.

Separate campaigns were created around key services, including:

• IVF;
• egg donation;
• insemination;
• PGD.

Campaigns focused on high-intent searches and keywords closely connected to the treatments prospective patients were researching.

We also developed localized ad copy using Responsive Search Ads (RSA) and tested different messaging to identify stronger-performing combinations.

Rather than simply translating one campaign into multiple languages, messaging was adapted for each target market.

Ads incorporated relevant trust signals, including information about specialists, personal coordinators and legal considerations. Campaigns also used appropriate ad assets such as callouts and sitelinks.

Results: 397 Leads at an Average CPL of €20.79

Over a 12-month campaign period, the campaigns delivered:

The campaign produced several important outcomes:

• CPL decreased by more than 2–3x compared with some of the clinic's initial campaigns.
• The clinic achieved a more stable and predictable flow of leads.
• Many generated leads progressed to consultations.
• Bing Ads generated leads at 3–4x lower cost than Google Ads in key markets.

These results are specific to this campaign and should not be interpreted as guaranteed performance for other fertility clinics or markets.

What We Learned From the Campaign

Trust is a core part of healthcare marketing. For international fertility patients, clinical information alone may not be enough. Communication also needs to reduce uncertainty and help patients feel confident about taking the next step.

Search intent can be particularly valuable for IVF marketing. Prospective patients searching for specific treatments abroad are already demonstrating active interest, making paid search an important channel for reaching high-intent audiences.

Localization goes beyond translation. Campaign structure, terminology and messaging should reflect how patients in each market actually search for and evaluate fertility treatment.

Consistency matters in high-consideration healthcare decisions. IVF patients may require multiple interactions before requesting a consultation or choosing a clinic. Marketing should support that journey rather than focus exclusively on the first conversion.

Want to Build a More Predictable Lead Funnel for Your Clinic?

Adore Digital develops ethical, compliant digital marketing strategies for healthcare providers working with international patients.

We combine paid acquisition, localization, content and patient journey optimization to help clinics generate relevant enquiries and understand which channels contribute to consultations.

If your clinic wants to scale international patient acquisition while maintaining a sensitive, patient-focused approach, contact Adore Digital to discuss your current lead generation funnel.

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