IVF & Fertility Marketing — Puerto Vallarta, Mexico
How LIV Fertility Center Grew Qualified Leads by 243% and Sustains 8.2x ROAS Across a 2+ Year Partnership
A strategic overhaul of Google Ads, the launch of Meta advertising from scratch, and a full SEO recovery has grown LIV Fertility Center from 35 to 120 qualified leads per month — with ad spend scaled to $12,000/month and cost per lead cut from $285 to $118 on Google.
Background
The Only MicroSort License in Mexico — With Marketing That Wasn’t Showing It
LIV Fertility Center (ivfvallarta.com) is a premier IVF clinic in Puerto Vallarta, Mexico, serving primarily American and Canadian patients seeking high-quality fertility treatment at a fraction of US costs. Their ideal patient is a woman aged 30–45, based in the US or Canada, who has either experienced prior failed IVF cycles or is exploring more accessible fertility care abroad.
What makes LIV uniquely positioned in the market is their MicroSort license — the only one in Mexico. MicroSort is a sperm-sorting technology used for family balancing and gender selection, a highly sought-after procedure with a specific, motivated patient base. This competitive differentiator was almost entirely invisible in their marketing when we took over.
The Situation Before
An Offshore Agency, No Attribution, and 450 Pages Penalized by Google
When Tandem Medical Marketing took over the account, LIV was working with an offshore agency that had built a sprawling, unfocused Google Ads account with virtually no Meta advertising presence. The account had fundamental structural problems across every layer.
Campaigns were structured around broad-match keywords with no negative keyword management, sending traffic to the clinic’s homepage rather than dedicated conversion pages. Conversion tracking was either missing or misconfigured — making it impossible to determine which campaigns were actually producing patient inquiries.
On the SEO side, LIV had over 450 pages that lost visibility following Google’s November–December 2024 core algorithm updates. Thin content, duplicate pages, and poor internal linking structure had made the site vulnerable. There was no structured content strategy, no blog calendar, and no pages built specifically to capture paid traffic.
What We Did
A Full-Channel Rebuild — Google, Meta, SEO, and Attribution
Google Ads Account Overhaul
We rebuilt the Google Ads account from the ground up. Campaigns were restructured around high-intent keyword themes: IVF in Mexico, fertility treatment Puerto Vallarta, affordable IVF abroad, and MicroSort gender selection. We implemented a robust negative keyword strategy — including an automated Google Ads Script that continuously adds search terms containing blocked words (competitor city names, irrelevant terms) as exact-match negatives via a shared list that applies across all campaigns. Every campaign was routed to a purpose-built landing page. Google Ads spend has since scaled from $4,500 to $10,000/month as results compounded and the clinic invested further in the channel.
Meta Advertising Launch
We launched LIV’s first structured Meta advertising program, built around empathetic video creative featuring patient testimonials and clinic walkthroughs. The campaigns target US women aged 30–45 with interests aligned to fertility treatment, prior failed IVF cycles, and medical tourism. Ad copy is crafted in an empathetic, clinical tone — no emojis, no sensationalism — resonating with the emotional weight of the patient journey. Meta runs at $2,000/month as an additive channel to Google, generating incremental leads at a lower CPL.
SEO Recovery & Content Strategy
We conducted a comprehensive technical and content SEO audit attributing the organic traffic decline to Google’s algorithm updates rather than the site’s earlier URL restructure — a key diagnostic distinction that shaped the recovery strategy. We developed a targeted content plan including a cornerstone “IVF Cost in Mexico” landing page, treatment-specific hub pages, and a blog content calendar targeting long-tail informational queries. Technical fixes included consolidating thin content, correcting canonical tags, and rebuilding internal linking structure. Organic keywords ranking in the top 20 grew from 89 to 340+.
Conversion Tracking & Attribution
We implemented full conversion tracking across Google Ads and Meta, including phone call tracking with duration thresholds, form submission events, and WhatsApp click-to-chat tracking — a critical channel for international patients researching fertility treatment abroad. GA4 was configured with proper UTM tagging and cross-domain tracking between the main site and dedicated landing pages. For the first time, the clinic could see exactly which campaigns, keywords, and ads were producing real patient inquiries.
The Results
Performance — Then and Now
This is an active, ongoing engagement. The numbers below reflect where the account stood when we inherited it, and where it stands today after 2+ years of continuous optimization and growth.
| Metric | At Engagement Start | Current |
|---|---|---|
| Cost Per Lead (Google Ads) | $285 | $118 |
| Cost Per Lead (Meta) | N/A — no campaigns | $74 |
| Monthly Lead Volume | 35 leads/month | 120 leads/month |
| Google Ads ROAS | Unmeasurable | 8.2x |
| Google Ads Monthly Spend | $4,500 | $10,000 |
| Meta Monthly Spend | $0 | $2,000 |
| Organic Traffic (Monthly) | 3,200 sessions | 7,800 sessions |
| Organic Keywords (Top 20) | 89 keywords | 340+ keywords |
| Engagement Duration | Month 0 | 2+ Years & Active |
Additional Wins
Beyond the Core Metrics
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