How we rescued over 40% of Monash IVF's ad budget from being wasted

The Challenge

Monash IVF suffered from a problem we have seen in many accounts before - lack of collaboration and strategic alignment with their agency which lead to important opportunities being missed. 

Through our audit we discovered Monash IVF was facing a decline in performance due to overspending on irrelevant terms and audiences, and missing opportunities on higher-converting terms. 

They faced challenges in meeting their growth targets and a number of key opportunities had been missed or overlooked. One example for Monash IVF was the careful navigation and adherence to advertising policies in the healthcare space which can significantly impact reach and presence on digital platforms when violated. The alphawhale team quickly resolved these issues during our onboarding process.

The Solution

• Improved their account structure
• Ad’s Channel mix - budget management + expanded their mix 
• During their account set-up we overcame the ad breach by navigating medical advertising and were able to continue maximising leads

Our approach

We promoted their service on new platforms like Pinterest, expanding their marketing mix.

We helped Monash IVF launch their existing products & services in new advertising channels. Additionally, we launched a new strategy on an existing service which increased their leads and visibility resulting in an increase of XX percent more leads. 

The Impact

In the first 6 months, we continued to restructure the account so we could eliminate budget being wasted on low-value keywords while improving competitiveness and visibility on high-converting terms.

We conducted multiple tests on social platforms like Facebook, Instagram & Pinterest including ad formats, messaging, conversion actions and different audiences. Not only did this help us improve ad performance but also led to valuable findings that Monash IVF internal marketing and creative teams could use in future strategy developments.

Finally, we ran tests to determine the correct channel mix to further improve each channel's performance and maximise acquisitions at the most efficient budget.

This helped us achieve their best performing quarter in the accounts history!