This campaign has had a lot of growing pains, but I consider it a good learning experience. Landing pages and ad sets were reworked multiple times.
Part of the challenge is that most women would rather wait to see what happens during their next cycle than to drop $500 on another fertility test. When we tailored our messaging to the frustration of waiting, we ended up getting too many bad leads who couldn't afford or weren't interested in the test.
Although this test could help many women save a lot of money by avoiding IVF, that population is just too narrow. This is the sort of campaign that could really benefit from more long-term outreach. Patients need to be educated and nurtured so that they can be captured at the ideal time.
