The challenge
Angel Fertility Clinic — one of the leading IVF and fertility providers in Nepal — wanted to drive qualified consultation enquiries through Meta Ads. The category came with three difficulties at once: sensitive-category rules on Meta’s side (no targeting by health condition, restricted creative claims), cultural sensitivity on the audience side (IVF and fertility are still spoken about quietly in much of Nepal), and measurement fragility in post-iOS 14 attribution.
The previous Meta campaign had been running for several months with a CPL hovering around NPR 600 and inconsistent lead quality. The team wanted both the cost and the conversation around the campaign to change.
The strategy
The creative angle started with a single question: how would Nepali couples actually talk about this with each other? The answer became the campaign name and creative spine — “गर्भको कुराकानी” (“the womb conversation”). The campaign reframed IVF not as a medical procedure to be sold, but as a conversation to be had. Every piece of creative was built around real Nepali couples, real Nepali kitchens, real Nepali hesitations — and the doctor-led credibility of Angel.
On the technical side, three things had to be true:
- Tracking had to survive iOS attrition. We installed Conversions API with deduplication, tuned event match quality, and moved the primary optimisation event from “Lead” to a higher-quality custom event tied to a real consultation booking.
- Targeting had to work without health-condition signals. The campaign used broad demographic targeting (age, location, language) and let the algorithm do the audience work — with a creative-first approach feeding it the signal it needed.
- Lead handoff had to be instant. Leads landed in the clinic’s CRM within 90 seconds and a counsellor was on the phone within 4 working hours — measured.
The execution
The campaign ran for 12 weeks with a weekly creative refresh cadence. We tested 24 ad variants in the first six weeks across three creative concepts (testimonial-led, doctor-led, couple-led), then concentrated budget on the two formats that compounded best. Weekly review covered: frequency, CTR by audience age bracket, post-lead consultation rate, and creative fatigue indicators.
The unglamorous middle of the campaign — weeks 4 through 7 — was where the work mattered most. CPMs were rising as creative fatigue set in, and we shipped a full new creative batch in week 5 that arrested the slide. Without that refresh, CPL would have crept back above NPR 300 by week 8.
The results
Beyond the headline metrics: consultation-show-up rate held above 70%, conversion from consultation to procedure stayed within the clinic’s historical range, and the campaign’s cultural reception — measured in shares, saves, and unsolicited DMs — created an organic tailwind that paid dividends past the campaign window.
The takeaway
The biggest lesson from Angel wasn’t about Meta Ads — it was about the inseparability of creative discipline and measurement discipline. Without CAPI tuning, the creative would have died inside three weeks. Without the cultural creative angle, the tracking would have had nothing to track. Both had to be right.
That’s been my read on Meta Ads for several years now: the platform rewards brands that respect both halves of the system. More about how I work on Meta Ads →