609 inquiries at $12.82 each for a service that starts at €56,500
A reproductive services company serving intended parents across the US and Europe. The package prices go in the ad, so everyone who clicks has already seen a five-figure price — and six months of advertising cost $7,806.
- Industry
- Surrogacy & reproductive services
- Markets
- United States & European Union
- Channels
- Google Search + Display
- Period
- 6 months
Illustration: a generic search ad for surrogacy and reproductive services with a price extension listing the packages — Basic €56.5K, Biparental €66.5K, Premium €72.5K and a two-surrogate option — seen by searchers in the US and the EU, with an average cost of $12.82 per inquiry.
- Avg. CPL
- $12.82
- Inquiries in 6 months
- 609
- Ad spend, 6 months
- $7,806
- Entry package priceEUR, as published
- €56.5K
In a market like this, cheap traffic is easy and worthless.
A reproductive services company offering surrogacy, egg and sperm donation to intended parents worldwide — couples, single parents and LGBT families. The decision is expensive, emotional and slow, the auction is competitive, and the audience is spread across the US and Europe.
The goal was a steady flow of inquiries from people who can actually afford the program — at a cost that makes the channel a no-brainer.
Everyone who clicks has already seen a five-figure price.
Illustration: the price extension the ads carry, as four tiles read one after another — Basic €56.5K, Biparental €66.5K and Premium €72.5K (EUR, as published), and a two-surrogate option.
Prices published in the ad.
A price extension lists the packages directly on the search results page — Basic €56.5K, Biparental €66.5K, Premium €72.5K, plus a two-surrogate option. That single decision does more for lead quality than any bid strategy.
€56.5K – €72.5KSegmentation by service type, intent and geography.
So each market and program gets its own budget and message.
Conversion-driven keywords over volume.
300+ keywords and ad variations focused on people choosing a provider, not reading about the topic.
300+ keywordsInclusive messaging.
Written for every family type the client serves.
Bi-weekly A/B testing.
Continuous search-term and negative-keyword work, and budget reallocation by conversion performance.
Every two weeks
Search brings a quarter of the traffic — and 38% of goals
Channel breakdown from one Google Analytics reporting window (all goals), and six months of ad spend set against the price of one entry-level program.
Animated flow from each channel's share of users to its share of goal completions — Paid Search 24.3% of users to 38.3% of goals, Display 39.7% of users to 0%, Direct 12.6% to 38.3%, Organic Search 8.3% to 19.1%, Referral and social 15.2% to 4.3% — beside one €56,500 entry package (EUR as published, not FX-adjusted) divided into six-month ad budgets of $7,806: the first is under 14% of the package, which holds about 7 of them.
| Group | Share of users | Share of goals |
|---|---|---|
| Paid Search | 24.3% | 38.3% |
| Display | 39.7% | 0% |
| Direct | 12.6% | 38.3% |
| Organic Search | 8.3% | 19.1% |
| Referral / Social | 15.2% | 4.3% |
| Item | Value |
|---|---|
| Entry package | €56,500 |
| Ad spend, 6 mo | $7,806 |
Source: Google Analytics (one reporting window) and Google Ads (6 months). Package price in EUR as published in ads; not FX-adjusted.
| Channel | Users | Share of users | Goal conv. rate | Goal completions | Share of goals |
|---|---|---|---|---|---|
| Paid Search | 185 | 24.3% | 8.04% | 18 | 38.3% |
| Display | 303 | 39.7% | 0.00% | 0 | 0% |
| Direct | 96 | 12.6% | 15.65% | 18 | 38.3% |
| Organic Search | 63 | 8.3% | 8.26% | 9 | 19.1% |
| Referral / Social | 116 | 15.2% | — | 2 | 4.3% |
Paid Search brought a quarter of the traffic and more than a third of all goal completions.
Display brought 40% of users and no direct completions — its job in this account is reach and recall; Search carries the conversions.
The GA table covers a shorter window than the 6-month totals and is shown for channel mix only.
Six months, $7,806 of ads, 609 inquiries.
Six months of Google Search and Display, for programs from €56.5K to €72.5K.
| Metric | Value |
|---|---|
| Ad spend | $7,806 |
| Inquiries (leads) | 609 |
| Cost per lead | $12.82 |
| Package range | €56.5K – €72.5K |
BasisCPL = $7,806 ÷ 609. Package prices as published in the client's ads (EUR). The GA table covers a shorter window than the 6-month totals and is shown for channel mix only.
Every one of these accounts started with the same step: finding out where the money was actually going.
Before we touch a campaign, we find out where the money is going. The SCAN Audit is thirty checks of your public marketing presence, delivered as a 25–30 page PDF within 7 business days of payment — yours to keep, whether or not you hire us afterwards. No account access, no call required.