85%
Reduced Junk Leads
Industry: Healthcare, IVF, Fertiflity
Platforms/Tools: Google Ads, Meta Ads, LeadSquared, GA4
Brand Overview
Milann, a leading fertility healthcare provider, faced a critical issue in its digital marketing funnel, lead quality. In December 2022, over 60% of their leads were junk. This not only affected their lead-to-conversion metrics but also led to wasted marketing budgets.
Over the next 11 months, our performance marketing team implemented a series of interventions that dramatically turned things around.
The Challenge
Junk leads exceeded 60%, resulting in low efficiency.
Lead to NR (New Registrations) conversion rates were as low as 6–7%.
No structured nurturing or reactivation process in place.
The Goals
Decrease the junk leads ratio
Increase monthly revenue
Decrease cost per lead
Strategy & Action Taken
Audience Targeting Overhaul
Refined audience segments across platforms (Google & Meta) based on demographics, geo-location, and treatment relevance.
Landing Page and Form Optimisation
Created condition-specific landing pages and dynamic forms to pre-qualify leads and eliminate irrelevant entries.
Multi-Channel Lead Nurturing System
Introduced WhatsApp follow-ups, personalised emails, and call workflows to re-engage cold or dropped leads. Journey automation improved timing and context.
Full-Funnel Attribution Setup
Implemented tracking to tie performance marketing efforts directly to NR and revenue, improving campaign efficiency.
Key Results
Key Takeaways
Through a sharp focus on lead quality, structured nurturing, and channel attribution, Milann transformed their digital marketing into a high-conversion engine. The results prove that quality, targeting, and engagement outperform sheer lead volume, ultimately driving real business growth and higher revenue.