International Fertility Marketing — Nicosia, North Cyprus
How EuroCARE IVF Achieved 4.6x ROAS Across Four European Markets — and Built a Scandinavian Patient Pipeline From Zero
A complete rebuild of campaign architecture across the UK, Ireland, Scandinavia, and Germany drove monthly leads from 22 to 58, cost per lead from $173 to $92, and opened a brand-new market segment that now accounts for 22% of total inquiries — on a $20,000/month budget across four countries.
Background
A Legal Advantage in a High-Demand Market — Hidden by Poor Campaign Architecture
EuroCARE IVF (eurocareivf.com) is a leading fertility clinic in North Cyprus serving an international patient base across the UK, Ireland, Germany, and Scandinavia. A core part of their value proposition is that gender selection via Preimplantation Genetic Diagnosis (PGD) is legal in Cyprus — a procedure that is banned or heavily restricted in most of their target markets. This legal advantage, combined with competitive pricing and strong IVF success rates, positions EuroCARE as a compelling destination for patients willing to travel for fertility care.
Their target patients are couples and individuals in Western Europe and Scandinavia who either cannot access certain fertility treatments in their home country, face prohibitive costs, or are seeking alternatives after failed cycles with local providers. The gender selection angle in particular attracts a highly motivated, self-selected patient segment willing to travel internationally.
The Situation Before
Four Markets, One Budget, Zero Country-Specific Strategy
EuroCARE had been running Google Ads in-house with minimal structure and no dedicated strategy for each target market. All four countries — UK, Ireland, Germany, and Scandinavia — were grouped into a single campaign with a shared budget. The UK, being the largest and most competitive market, consumed the majority of spend while Scandinavian and German campaigns operated on effectively no budget.
There were no dedicated landing pages for each market. All traffic, regardless of country, landed on the same English-language pages. A German patient and a Swedish patient were receiving identical messaging with no localization, no market-specific social proof, and no content addressing the legal and practical questions specific to their country.
A significant technical issue was also discovered: the ConveyThis translation plugin was generating hreflang tags that didn’t match the actual translated URL slugs, creating serious indexing confusion across all non-English pages. This meant their translated content was not being properly attributed to the target language markets in Google Search.
What We Did
Market-Specific Architecture, Compliant Gender Selection Campaigns, and Country Landing Pages
Market-Specific Campaign Architecture
We rebuilt the Google Ads account with dedicated campaigns for each target market: UK/Ireland, Scandinavia (Sweden, Norway, Denmark), and Germany. Each campaign received its own budget allocation, keyword strategy, and RSA ad copy tailored to the cultural and linguistic context of that market. For UK campaigns, we emphasized NHS wait times and cost comparisons. For Scandinavia, we led with the legal availability of gender selection and PGD in Cyprus, which is the primary driver for that patient segment. German campaigns focused on clinical credibility and IVF success rates, values that resonate strongly with German healthcare consumers. As performance compounded, ad spend scaled from $3,800 to $20,000/month across all markets.
Compliant Gender Selection Strategy
Gender selection required a particularly careful advertising approach. While the procedure is legal in Cyprus, it is banned in the UK, Germany, and all Scandinavian countries. We structured a dedicated ad group for gender selection keywords with compliant ad copy that emphasized the legal framework in Cyprus without making claims that could trigger policy violations in the target markets. Landing pages clearly explained the legal context of PGD in Cyprus, the travel logistics, and the clinical process — addressing the primary objections and questions of a patient considering international fertility care for this procedure. The gender selection ad group ultimately achieved the lowest cost per lead of any campaign at $68/lead.
Country-Specific Landing Pages
We wrote and deployed dedicated landing pages for UK and Scandinavian patients, each addressing the concerns and questions specific to patients in those regions: travel logistics from London or Stockholm, cost comparisons with local treatment options, patient journey timelines, and testimonials from patients in their geographic area. The UK landing page was built to convert the clinic’s most competitive market — it achieved a 6.8% conversion rate compared to 1.9% on the previous generic site pages.
International SEO Strategy & Technical Fixes
We identified the ConveyThis hreflang mismatch — translated URL slugs not matching the generated hreflang tags — flagged it to ConveyThis support, and implemented interim fixes while the plugin issue was being resolved. We also built a structured content strategy including treatment hub pages, country-specific landing pages, and a blog content calendar targeting long-tail queries in each market. Organic traffic grew from 1,800 to 4,400 monthly sessions. Keywords in the top 20 positions grew from 62 to 215+.
The Results
Full Before & After Performance
| Metric | Before | After |
|---|---|---|
| Cost Per Lead (UK — Google Ads) | $173 | $92 |
| Cost Per Lead (Scandinavia) | N/A — no campaigns | $134 |
| Cost Per Lead (Gender Selection) | ~3/mo untracked | $68/lead |
| Monthly Lead Volume | 22 leads/month | 58 leads/month |
| Google Ads ROAS | Unmeasurable | 4.6x |
| UK Landing Page CVR | 1.9% (generic pages) | 6.8% |
| Organic Traffic (Monthly) | 1,800 sessions | 4,400 sessions |
| Organic Keywords (Top 20) | 62 keywords | 215+ keywords |
| Monthly Ad Spend | $3,800 | $20,000 |
Additional Wins
Beyond the Core Metrics
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