HM Fertility Center is HM Hospitales’ fertility clinic, with centers in Madrid and Galicia. When we arrived, paid media had been active for some time, with headroom ahead in tracking, bidding systems, automation and channel exploration.
The challenge was a big one: scaling a stable business in volume, in a mature and highly competitive market, while remaining just as cost-efficient.
PHASE 01 — SCAN
Strategic diagnosis and hypothesis formulation
From the very first analysis, we identified the key levers:
- An uncalibrated campaign architecture and bidding system, resting on inefficient tracking that limited the signal available for optimization.
- The account was capturing nearly all existing demand through Google Ads, but generating none: growth was capped by search volume.
- Competition from very strong brands, with years of brand investment behind them.
The main hypothesis was that, with demand capture already saturated, the extra volume would have to come from demand generation: activating full-funnel channels that create interest before the search, while recalibrating the capture operation to sustain efficiency.
PHASE 02 — BUILD & RUN
Execution and channel activation
We rebuilt the media operation combining demand capture and demand generation:
- Google Ads — we redesigned the campaign architecture and bidding system to squeeze existing demand at a better cost.
- Meta Ads — became the key channel to attract the extra volume we needed, with a full-funnel demand generation strategy.
- Microsoft Ads — activated to capture every search across the network and leave no demand uncovered.
- TikTok Ads — incorporated as an additional source of volume and discovery.
- Continuous A/B testing of creatives, landing pages, bidding strategies and campaign structures, together with an overall measurement upgrade for the account.
PHASE 03 — RESULTS
Results and hypothesis validation
In an already mature market, the YoY results validated the hypothesis:
- +47% in pre-qualified lead volume.
- +40% in appointments generated through the digital channel.
- −3% in cost per appointment, despite the overall volume increase.
The business proved it could scale beyond existing demand without sacrificing efficiency, leaning on demand generation and a recalibrated capture operation.
SUMMARY
Executive Summary
Bravante helped HM Fertility Center scale a stable business in a mature market: redesigned campaign architecture and bidding on Google Ads, full-funnel demand generation on Meta, full search coverage with Microsoft Ads and additional volume with TikTok, all on top of upgraded measurement. The result: +47% in pre-qualified leads and +40% in digital-channel appointments YoY, with cost per appointment 3% lower despite the volume increase.
“Bravante works side by side with our internal digital team and we have noticed a very remarkable evolution in business results.” — G. Rueda, Sales Director at HM Fertility Center