Common questions
Questions from clinic owners
How do pregnancy and fertility clinics get found on Google?
Through dedicated pages for each service and each stage of care, combined with a Google Business Profile that is actually maintained. Families search by need, not by category: prenatal massage, lactation support, pelvic floor physiotherapy, fertility acupuncture, a midwife taking new clients for a due date in the spring. A clinic with one services page cannot rank properly for any of those. A clinic with a detailed page for each, written around how people in its area actually search, captures them all. Timing is the thing that makes this sector different. The search happens inside a narrow window, and it is often urgent: someone looking for lactation support is looking today, not next month. That rewards pages that answer the practical questions immediately, whether you have availability, how soon someone can be seen, what a first appointment involves, what it costs and whether any of it is covered by insurance. Reviews and consistent local citations move Maps rankings, where a lot of the booking intent lives, and in family health people read those reviews more carefully than in almost any other category. The order of work we recommend is the profile first, then a page for each service that families actually search for, then content covering the questions asked between appointments, which is where both search traffic and AI citations increasingly come from.
Can pregnancy and fertility services be advertised on Meta and Google?
Yes, within rules that have tightened in recent years. The platforms restrict how health services can target audiences and what personal attributes an ad may reference, so campaigns that ran comfortably a few years ago are rejected today. Pregnancy and fertility sit squarely in the sensitive category, which means an ad may not imply that it knows something about the person seeing it. Copy addressed to someone struggling to conceive will be disapproved. Copy about what your clinic does, shown to people in your area, will not. The approach that works is targeting by interest and geography rather than by condition, writing creative that speaks warmly without making a claim about the reader, and sending the click to a detailed service page rather than a homepage. Search behaves differently from social here. On Google the intent is already there and the job is to be present for it, which makes it the more efficient channel for most clinics. Meta and Instagram do the earlier work of being known, and they carry the visual side, midwives and practitioners on camera, which is what builds enough trust for a first call. Ads for fertility services in particular need care with imagery and promises, since outcome claims are both a policy problem and an ethical one. We build campaigns inside those rules from the start, so they pass review and keep running.
What does a new client cost from advertising?
It depends on your services, your area and how well your booking flow converts, so we give honest ranges rather than promises. As a real example, Oona Wellness Group's cost per booking fell from $95 to $18 while their organic appointments grew from 150 to 1,100 a month. That improvement came from two places, and it is worth separating them. Part of it was better campaign management. The larger part was that organic and Maps visibility took over the demand that paid search had been buying, which is what happens when the pages and the profile are doing their job. The figure that matters is not the cost per click, and not even the cost per enquiry. It is the cost per booked appointment, set against what a family is worth to the clinic across a full course of care. In this sector that value is unusually high, because one relationship often runs from pregnancy through birth to postpartum and paediatric care, and it brings referrals from a network of other expecting families. A clinic that only counts the first appointment will conclude that advertising is too expensive when it is not. We track cost per enquiry, cost per booked appointment and the share of enquiries that convert, monthly, and manage the campaign against those rather than against clicks.
How long does SEO take for a clinic?
For most clinics starting from a thin site, meaningful movement in local rankings begins within three to six months, and Google Maps often moves faster than that. The pattern is consistent: the profile and the technical basics shift within weeks, service pages start picking up specific long-tail searches within a month or two of being indexed, and the competitive terms that pair your city with your main service take longer, sometimes a year in a crowded market. Oona Wellness Group's organic appointments grew from 150 to 1,100 a month, but that was two years of compounding work rather than a quarter. SEO compounds, which is the argument for starting now rather than waiting for a quiet season. A clinic that has been building service pages, gathering reviews and keeping its listings consistent for a year is dramatically harder to displace than one that started last month. Three things slow it down: a site whose content only renders through JavaScript, so crawlers see almost nothing; pages that name a service without answering a single question about it; and a review profile that has gone quiet. While paid campaigns bring bookings this month, the organic foundation quietly becomes the cheapest and most durable source of new families you have, and unlike advertising it keeps producing in the months you choose not to spend.
Can AI tools like ChatGPT recommend my clinic?
Yes, and this sector is one where it is already happening. Expecting parents ask assistants the questions they are not ready to ask a person: what a doula actually does, whether pelvic floor physiotherapy is worth it, how soon after birth to see a lactation consultant. The assistant answers from what it has already crawled and from the sources it trusts, which means your own site, your Google Business Profile, your reviews, and the directories and local publications that mention you. Consistency decides whether you are namable at all. If your clinic name, address, phone number and service list differ across those places, the tool has no confident answer and names someone else. What gets quoted is content that answers a question plainly and completely in one place: what the service is, who it suits, when in the pregnancy or postpartum period it applies, what it costs and how soon someone can be seen. Schema markup helps by stating those facts in a form the machine does not have to infer. Reviews carry more weight than most clinics expect, because assistants lean on them when ranking local options. We build that citation potential into every site and campaign we run, and in family health it is turning into a real referral channel rather than a curiosity.
