Adora Fertility, one of Australia's largest fertility networks, managed end-to-end for more than six and a half years.
Adora Fertility is one of Australia's largest fertility networks and has been a 121 Group client since November 2019, 80 months of continuous tenure, renewed month to month. Patients arrive through multiple intake pathways across several states, and every claim in the work has to clear AHPRA.
Adora Fertility: a fertility intake programme running since November 2019.
Five lines run under one retainer.
SEO has run continuously since May 2019 and is the longest-running line in the engagement. It covers keyword optimisation on high-intent terms such as bulk-billing IVF paired with locations, technical soundness and competitive visibility. Organic traffic grew 109%, referring domains 148% and organic keyword coverage 92%.
Google Ads covers brand defence, intent capture and geo-segmented IVF campaigns.
Meta paid social is patient-education first, with AHPRA-compliant claims and audience iteration built around where a patient sits in the journey. The rebuilt patient-education creative programme lifted paid-social leads 225%.
Fertility Information Seminar campaigns run end to end on a separate spend and reporting line: registration page, ad campaign, EDM reminders, post-event follow-up and consultation booking.
Event campaigns follow the calendar, including Endometriosis Awareness, IVF Awareness Month and Fertility Awareness Week, each with its own landing page and EDM cadence.
Across the multi-state intake engine, SEM has delivered more than 7,750 leads. All creative is AHPRA reviewed, and ad spend has been passed through at cost throughout.
Multi-state fertility network. Multiple intake pathways. AHPRA-compliant by default.
Adora has been a 121 Group client since November 2019, through every COVID lockdown, every change of ownership and leadership, every fertility-market shift. The brief has stayed the same: build a multi-state intake engine, run it AHPRA-compliantly, and treat the patient journey with the clinical sensitivity that fertility actually needs. Don't run it like e-commerce. Don't run it like real-estate lead-gen. Run it like fertility.
Five integrated lines under one continuous retainer.
SEO programme commencing May 2019 (yes, the SEO line is six years deep, the recent retainer is the latest chapter). Google Ads management. Paid social management. Fertility Information Seminar (FIS) campaign management as a separate spend line. Plus event-led campaigns, Endometriosis Webinar, Awareness Month seasonals, running through the calendar.
What runs on the Adora engagement.
Continuous since May 2019
Full SEO campaign, keyword optimisation across high-traffic relevant terms (e.g. bulk-billing IVF + geo locations), technical soundness, competitive visibility. The longest-running line in the engagement.
Multi-state Google Ads
Brand defence, intent capture, geo-segmented IVF campaigns. Ad spend passed through at cost, disclosed on every invoice line.
Meta paid social
Patient-education-first Meta creative. AHPRA-compliant claims. Hormone-cycle-aware audience iteration. Ad spend passed through at cost.
Fertility Information Seminars
FIS campaign management end-to-end, registration page, ad campaign, EDM reminders, post-event follow-up sequence, consultation booking funnel. Separate spend line, separate reporting line.
Endometriosis Webinar, Awareness Months
Calendar-aligned event campaigns, Endometriosis Awareness, IVF Awareness Month, Fertility Awareness Week. Event-specific landing pages, ad campaigns, EDM cadence.
Ad spend at cost. Always.
Five years of pass-through ad spend, never marked up.
Lift in paid-social leads on the rebuilt patient-education creative programme
SEM leads delivered across the multi-state intake engine
Continuous engagement, renewed month to month since November 2019
Adora Fertility, accessible IVF care across Australia.
What did 121 Group do for Adora Fertility?
121 Group ran SEO, Google Ads and paid social for Adora Fertility.
What industry is this healthcare case study in?
Adora Fertility operates in healthcare. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach healthcare marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Running a fertility clinic or IVF network?
Thirty-minute call. We'll review your current intake funnel, look at your booking flow, and tell you what we'd do differently, and what your incumbent should already be running.
Book a Discovery