London Pregnancy Clinic

Four small campaigns were eating almost a fifth of Google spend for a single booking.

-10.0%

Blended Cost Per Booking

+48%

Link Clicks, Same Spend

2.6x

Booking Value To Cost

Ad Platforms Used:

About The Brand

London Pregnancy Clinic is a private clinic offering early pregnancy scans and NIPT screening. It's an emotional purchase. People come to a private clinic because they want an answer sooner than the public system can give them.

We met Daniel in March 2026, when he was looking for an agency that would take the time to understand the business, because the last one hadn't.

Google was being run in-house and paid social had never been switched on, so the business was leaning almost entirely on organic traffic.

The Challenge

Four small Google campaigns were taking almost a fifth of Google spend and had produced one real booking between them.

The category adds its own complication. Pregnancy and fertility advertising is restricted, so a lot of the reporting you'd normally lean on either isn't available or can't be fully trusted.

Video & Static Ad Creatives

1

Meta Ads

  • We launched paid social in April.
  • In June we replaced the old prospecting campaigns with new ones, and by July the new campaigns carried the whole Meta budget. On early scans, 2.5% more spend brought 48% more link clicks, the clearest improvement anywhere in the account.
  • Meta was pointed at the booking button itself rather than the page people see after booking, because it's the closest action to a real appointment the platform could still see.
  • Cutting our biggest NIPT ad back to a fifth of its spend nearly tripled its click-through rate. Some ads simply work better small.
  • With attribution unreliable, we raised NIPT budget by a fifth and watched whether real bookings rose with it.
2

Creative

  • Every ad carries its creator's name.
  • A doctor-led NIPT video pulled four times the click-through rate of the rest of the account in June, so we recommended a doctor series and the first new one went live in July. On a decision this personal, hearing it from a clinician carries more weight than any brand line.
  • For early scans, a 7 weeks versus 12 weeks comparison showed people what they'd actually see at each stage.
  • Early scans were sold on emotion and NIPT on peace of mind, because one is about wanting to see the baby and the other is about easing a worry.
3

Google Ads

  • Early scans got the biggest share.
  • An early scan is often the first of several visits across the same pregnancy, so paying a little more to win that first booking is worth it in a way a one-off test isn't. That's what lifetime value looks like in practice for a clinic.
  • Four small campaigns turned out to be taking almost a fifth of Google spend for a single real booking, and we flagged them as the first place to cut.
  • Inside the NIPT campaign, one ad group, Panorama, was producing most of the conversions while extra budget leaked into broad terms. The fix we recommended needed no new money, just moving budget back to what was working.
  • Every cost per booking we optimised against came from real bookings, not the platform's own count, which was running several times higher.

In Their Words

“It's always done really well. The cost per action looks good.”

- Daniel, London Pregnancy Clinic

The Results

Blended cost per booking came down 10% between April and July, and the return ratio on an average booking sat at about 2.6x what it cost to acquire.

Just to clarify, there was a confirmed tracking outage inside that window and consent rules leave a blind spot in the analytics, so I'd treat the July figures as directional. The wasted spend is the part I'm most confident about, because you can see it in the account.

This one isn't finished. There's a longer conversation to have about what happens after somebody books.