Jeen Health

Nobody books a genetic test they can't yet explain to themselves.

-28.7%

Carrier Screening CPA

-22.7%

Cancer Screening CPA

+346%

Link Clicks

Ad Platforms Used:

About The Brand

Jeen Health sells genetic screening in the UK. Carrier screening for couples planning a family, inherited cancer risk, karyotype and pharmacogenomic testing, booked online and done through partner clinics. It's about as considered as a purchase gets.

Jeen came to us through the same team as London Pregnancy Clinic and Spital, and kicked off with us in late April 2026.

Google was already running on Carrier Screening, but everything else was new, with no real baseline to compare anything against.

The Challenge

Here's the thing about preventative health. Nobody feels urgent about a test for something that hasn't happened yet, so there's a lot of explaining to do before anyone books.

Measurement made it harder. Conversions couldn't be verified reliably, so decisions had to lean on the signals we could actually trust.

Video & Static Ad Creatives

1

Meta Ads

  • We backed the proven test first.
  • Carrier Screening was already Jeen's best-selling test, with Google spend behind it, so it didn't need proving. By July it carried almost 90% of the Meta budget, while the newer services waited their turn instead of splitting a small budget until nothing had enough to work with.
  • In June we narrowed social to one service at a time. Preventative health needs a lot of explaining before anyone books, and spreading that explaining across every service meant none of them got enough of it.
2

Creative

  • Attention first, by necessity.
  • With conversions impossible to verify, how long people watched and how often they clicked were the honest signals left. Normally spend and cost per booking decide which ads win and softer numbers explain why, but that only works when the conversion data can be trusted, and here it couldn't.
  • In June, one NIPT video from Nhu drove 443 of the campaign's 497 clicks, which made her hook the one to build on.
  • Mai's short cut had the best attention in the account on almost no spend, so we gave it more in July to check the signal held. It did, at nearly five times the hold rate of the previous best video.
3

Google Ads

  • The cancer campaign was rebuilt from scratch.
  • Rather than patch the old one, the new campaign was built around specific tests people search for by name, like breast cancer screening and hereditary cancer panels. Tight themes like that let each ad speak to exactly what was searched without splitting the account into dozens of tiny ad groups.
  • Karyotype stayed on Google only, a call we made with Jeen's team at kickoff. Nobody scrolling Facebook knows they need one. People search for it once a clinic refers them.
  • In July we caught automated bidding pulling budget away from the ad group producing nearly all the conversions. Our recommendation was to take bidding off automation until conversions could be verified for a full week, because automated bidding is only as good as the data it's fed.

In Their Words

“I think the design is nice.”

- Jeen Health, client side

The Results

Cost per acquisition fell on both flagship Google service lines in the same month. Carrier screening down 28.7%, cancer screening down 22.7%.

Just to clarify what that is and isn't: this is three months of work on an early-stage programme, so these are efficiency numbers rather than growth ones. I'd rather report it that way than dress it up.

What we learnt early is that preventative health can't be rushed. People need to understand the test before they'll book it.