Reporting & optimisation
We followed every fertility enquiry
to the appointment it did or didn't become.
Alchemy IBS Private Limited runs Meta and Google campaigns for a fertility and IVF provider in India. Its enquiries already came at an acceptable cost, so we rebuilt the reporting around booked appointments, sorted invalid enquiries by their cause, and compared regions on what reached the clinic. Creative and targeting decisions now follow that record.
At a glance.
| Client | Industry | Market | What we did | Stage |
|---|---|---|---|---|
| A fertility and IVF provider | Healthcare, fertility | India, regional focus | Meta and Google campaigns, appointment-funnel reporting, invalid-lead analysis, regional optimisation, creative feedback | Reporting & optimisation |
"We're getting enquiries. We need patients."
The campaigns produced enquiries at an acceptable cost. The question from the provider's side was simpler and harder: how many of those enquiries became a consultation? The ad platforms could not answer it, because they stop counting at the form.
The money was going between the enquiry and the appointment.
The standard fix is a lower cost per lead: sharper audiences, cheaper clicks, more forms. We found the gap that mattered sat after the form, and nobody was measuring it.
Fertility is a slow, private decision, usually made by a couple. A form filled late at night is not yet a patient. Some enquiries gave a wrong number. Some were for a service the clinic didn't offer. Some came from outside the area it served. Each of these looks identical in a lead count, and each needs a different fix: a targeting change, a page change or a creative change.
Regions behave differently too. An area that produces cheap enquiries can book few of them, while a costlier one fills the diary. Judged on cost per lead alone, the wrong region gets the budget.
Each enquiry now has a record that runs to the appointment.
- Appointment-funnel reporting that separates enquiries, reachable contacts and booked appointments, so the team can see where progress stops.
- Invalid-lead analysis by cause: wrong number, wrong service, out of area. Each cause routes to a specific change.
- Region-wise optimisation, comparing regions on appointments as well as cost.
- Creative feedback from the front line, so ads set the right expectation for the first conversation instead of promising more than the consultation offers.
- Campaigns on Meta and Google run inside healthcare advertising policy.
The campaigns now run on appointment data.
The engagement covers live campaigns with reporting and optimisation, so decisions are made on appointment and lead-quality data, reviewed by region. Its results stay private. What changed is what gets measured, and so what gets funded.
A lead report that stops at the form stops too early.
Split the enquiry into the stages your clinic actually works with, name the cause of every invalid lead, and fund what books.
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