SEO + Content Case Study

Geo-targeting nets 163% increase in conversions

How audience targeting by location helped lower ad-spend and dramatically increase conversions.


  • 163%

    increase in conversions

  • 118%

    increase in
    paid search traffic

  • 54%

    decrease in

The Client

For more than 30 years, Fertility Centers of Illinois has been a leader in IVF (in vitro fertilization) throughout the Chicagoland area.

The Objective

Fertility Centers of Illinois came to us with a few interesting challenges, with the root of the problem being organization style in their account structure. Their lack of organization led to overbidding, expensive conversions and broad targeting.

Our goal was to lower cost-per-acquisition while driving targeted leads and phone calls.

“We were looking to generate more inquiries via paid online channels. We’d been doing paid search, but were looking for a better way to do it with a different partner.”

Mark Walker, Director of Business Development, Fertility Centers of Illinois

PPC Strategy

Implement IP-targeted campaign segmentation to provide broad keyword coverage.


    The Problem

  • They weren’t reaching the qualified traffic they wanted. As a professional service that relies exclusively on face-to-face interaction with patients, their potential “customers” were necessarily local.


    The Solution

  • We utilized radius targeting around their office locations and helped fill in the gaps between zip codes from there.

    We also implemented geo-targeting to capture searchers using location terms regardless of IP location. We began this initiative with high-population suburbs and cities that had proven successful in the past from the client’s CRM data. This allowed us to adjust bids more on a more granular level.

    Finally, in order to ensure greater control and easy aggregation of results, we segmented the client’s services – fertility, preservation, and donation – into different ad campaigns.


“They increased inquiries to the practice by more than 25%, while simultaneously decreasing cost per inquiry by 20%.”

Mark Walker, Director of Business Development, Fertility Centers of Illinois


We created a custom script that breaks down AdWords metrics to show the client where they’re performing the best and how their converting users interact with their ads. In this case, FCI’s sweet spot was in average position 2.5. It showed the highest conversion rate and lowest cost per conversion. Aiming for this position allowed us to lower bids on a lot of keywords and therefore drive a reduced CPA.

The end result was a 164% increase in conversions, a 118% increase in paid search traffic, and a 54% decrease in the client’s cost-per-acquisition.

Read More Case Studies

  • thumbnail

    Conversion Lift During Open Enrollment for Healthcare Facilitator Using Microsoft Advertising Network (MSAN)

    Strategic use of the Microsoft Advertising Network (MSAN) helped a health insurance plan facilitator increase high-quality leads during an incredibly competitive period of open enrollment.

    Read more
  • thumbnail

    Unprecedented Website Performance for B2C Niche Company

    Technical SEO work helped an online marketplace experience unprecedented growth in keyword rankings and Core Web Vitals scores.

    Read more
  • thumbnail

    351% Increase in Organic Traffic After Blog Optimization Project

    Optimizing blog content for a nationally-ranked hospital resulted in a 351.5% increase in organic sessions and an 887% increase in position 1-3 keywords.

    Read more

Lyndsey Maddox

Chief Executive Officer

Email Lyndsey. Find out how we can help.

Work with DTC

  • This field is for validation purposes and should be left unchanged.
  • Or call us at (773) 904-2700

    Lyndsey will get in touch with you as soon as possible.