Client Overview
Our partner is a postpartum care and birth support practice specializing in doula services and lactation consulting. The Brand provides compassionate, high-touch support for expecting and new parents, helping families navigate the physical, emotional, and logistical transitions of birth and early parenthood.

The Challenge
Before our engagement, growth relied heavily on referrals and word-of-mouth. While the business had a strong reputation, this referral-based model created inconsistent lead flow and periods of underutilized capacity. There was no predictable acquisition system in place, limited visibility beyond existing networks, and no structured funnel to capture and convert high-intent families actively searching for postpartum and birth support services.

The Strategy
Our approach focused on building clarity, trust, and sustainability before scale. We positioned paid media as an education and visibility engine rather than a hard-sell channel, aligning emotionally resonant messaging with high-intent search behavior. A full-funnel strategy was developed across Google and Meta, supported by service-specific landing pages designed to warm, inform, and convert prospective clients.

Execution
Execution included:

• Google Search campaigns targeting high-intent keywords such as “postpartum doula,” “birth support near me,” and “lactation consultant”
• Meta campaigns reaching expecting and new parents through interest-based, life-event, and retargeting audiences
• Conversion-optimized landing pages for each core service to improve relevance and reduce friction
• End-to-end tracking for form submissions and inquiries

Results
The integrated paid media and conversion strategy produced a reliable, scalable flow of qualified inquiries:

• Average of 10 qualified leads per week, creating a predictable monthly pipeline
• Overall Click-Through Rate (CTR): 2.9%
• Overall Cost Per Click (CPC): $2.85

Meta Ads Performance Highlights

• Click-Through Rate (CTR): 2.4%
• Cost Per Click (CPC): $2.15
• Consistent weekly inbound inquiries driven by emotionally aligned creative and warm retargeting audiences

Google Search Performance Highlights

• Click-Through Rate (CTR): 4.1%
• Cost Per Click (CPC): $3.60
• Highest-intent traffic source, capturing families actively searching for immediate postpartum and birth support

The Takeaway
The most significant shift for the founders was moving from sporadic, referral-dependent growth to a predictable, scalable acquisition system. By aligning messaging, paid media, and conversion-focused design into a unified ecosystem, the brand established a sustainable pipeline that consistently connects families in need with trusted care—supporting long-term growth, capacity planning, and market visibility.