Delhi IVF Chain: CPL ₹1,400 → ₹780 in 90 days via qualified-lead-first attribution
CPL ₹1,400 → ₹780
The starting position
IVF chain with 5 centres across Delhi NCR was running Meta ads at ₹1,400 CPL — 40%+ above the specialty benchmark. Previous agency had blended all 5 centres into single campaigns and optimised for raw form-fill events. Sales team reported that 55-60% of Meta leads were unqualified: women over 45 with no fertility diagnosis, tyre-kickers seeking price research, and general infertility awareness browsers who had no intent to book a consultation. Meta Ads Manager showed "good" CPL; the CRM showed a leaky funnel.
The root cause
Prism Spy scan identified 3 root causes: (1) Meta was optimising for form-fill events rather than CRM-verified qualified leads — training the algorithm to find the wrong people. (2) Targeting was too broad — no interest + behaviour layers, no age caps, no household-income overlays. (3) Landing pages had generic "Book Free Consultation" CTAs that pulled tyre-kickers as much as qualified prospects. Only 22% of Meta leads made it to consultation attendance.
What ICG built
Meta Catalyst IQ DCG framework applied: (D) Diagnose — 14 days of CRM lead reconciliation to build a qualified-lead baseline per centre. (C) Cost Optimise — Meta CAPI qualified-lead feedback loop enabled; Meta re-trained on CRM-verified qualified prospects instead of raw form fills. New campaigns segmented by centre + treatment type (IVF, ICSI, PGT, donor programs). Interest stacks built: Baby-and-Maternity + Pregnancy + Family-planning + Fertility, married women 28-45, top 25% income, excluding women with 3+ children in family status. Landing pages rebuilt for each centre with doctor credentials, real cost ranges (₹1L-₹3.5L), and 8-12 FAQ blocks. (G) Grow — after 60 days, scaled budget on top-performing centre × treatment combinations.
**ICG team on this engagement:** - Abhash Kumar — Co-Founder, Meta Ads & Attribution Lead (campaign restructure + CAPI feedback loop) - Raman Soni — Head of Performance Marketing (Meta + Google campaign management) - Himanshu Ranjan — Head of Technology (CRM integration + CAPI implementation) - Hanuman Sihag — SEO + AIO Review Lead (landing page structure) **Platforms deployed:** - **Meta Catalyst IQ** — DCG framework applied. Attribution + Qualified-Lead Engine. - **Prism Spy** — Competitor mapping across 8 competing Delhi NCR IVF centres. - **Nexus CRM** — Multi-centre CRM with WhatsApp Business API integration. - **Content HQ** — 8-week content sprint: 24 educational IVF articles + 12 Reels scripts.
What changed,
measurably.
I came in expecting a sales pitch. I left with a written analysis of exactly why our IVF campaign CPL had risen 40% over the previous year. The root cause was something our previous agency had never flagged in 18 months.
Hear it from other ICG clients.
"Working with ICG transformed how we acquire IVF patients in Gurgaon. They understand the fertility journey from inquiry to consult..."
"ICG built our IVF marketing system from the ground up. The team understands healthcare specifics, not just generic digital marketi..."
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