In recent years, there has been a notable and significant increase in the demand for fertility clinic services, reflecting the evolving landscape of family planning and reproductive health. This growing trend is influenced by a combination of societal, demographic, and medical factors. Fertility clinics play a pivotal role in providing compassionate, effective, and patient-centric care to meet this rising demand.
Fertility clinics can effectively communicate their expertise, success stories, and available treatments using various performance marketing strategies such as search engine marketing (SEM) and social media advertising.
Paid ads on Google can be an excellent choice for advertising a fertility clinic. Google Ads provides a powerful platform for reaching individuals actively searching for fertility-related information, services, and clinics.
Understanding the Fertility Services in the UK
Human Fertilisation & Embryology Authority (HFEA) is an independent regulator of fertility treatment and research using human embryos in the UK. The licensed clinics can be found on the HFEA website hfea.gov.uk. A simple search in London would give 65 fertility clinics as a result.
In this article, I will focus on the below list of clinics.
| Clinic Name | Website |
|---|---|
| The Centre for Reproductive and Genetic Health (CRGH) | crgh.co.uk |
| CREATE Fertility | createfertility.co.uk |
| The Evewell | evewell.com |
| London Women’s Clinic | londonwomensclinic.com |
| ARGC | argc.co.uk |
| Care Fertility | carefertility.com |
| Harley Street Fertility Clinic | hsfc.org.uk |
Google Ads for Fertility Services
Fertility clinics, recognizing the significance of online presence, engage in robust Google Ad competition to connect with individuals seeking reproductive health solutions.
Demand
There is a strong search demand in fertility clinics and fertility testing services.
The Google Ad Keyword Tool removes certain keywords from the keyword plan, such as ‘fertility clinic”, due to limitations in keyword research for regulated industries like fertility services. SEMRush or SpyFu tools may provide more keyword ideas compared to the Google Keyword Tool.
Competition
For this article, I have selected 1,312 keywords related to fertility services. The competition for the majority of keywords varies from Low to Medium, according to Google’s scale.
| Top of page bid (low range) | Top of page bid (high range) | |
|---|---|---|
| Maximum | £12.13 | £30.18 |
| Minimum | £0.19 | £0.44 |
| Average | £1.85 | £6.22 |
Keywords related to male fertility testing and female fertility testing marked to have the highest competition.
Google Keyword Planner provides bid range required for an ad to appear on the top of the search results page for a given keyword. These bid ranges can be found in “Top of page bid (low range)” and “Top of page bid (high range)” columns.
| Competition | Number of Keywords |
|---|---|
| High | 38 |
| Medium | 307 |
| Low | 576 |
| Unknown | 391 |
Brand Search Volumes
The screenshot below shows search volume and bid estimates for the 7 fertility clinics selected for this article. You may notice that “Care Fertility” has the highest search volume in the UK. CREATE Fertility, London’s Women Clinic and CRGH have strong search volumes as well.
Conclusion
By strategically leveraging Google Ads, fertility clinics can increase visibility, attract qualified leads, and ultimately help individuals on their fertility journey find the services they need. It’s essential to work with digital marketing professionals who understand the nuances of healthcare advertising and can create targeted and compliant campaigns.
