Fertility marketing is a long conversation, not a quick sale. A patient may read about treatment for months, compare costs and insurance, ask friends and an OB-GYN, and only then book a consult that leads to a cycle costing thousands of dollars. The clinics that win that conversation explain more clearly than anyone else, publish honest numbers, and keep every step private. This guide covers search demand, education-led content, success-rate claims, cost and insurance pages, egg freezing, inclusive messaging and the privacy and ad-policy limits that apply to fertility.
How fertility patients research (real search data)
Patients search for clinics and prices far more than marketers search for fertility advertising help:
| Search (US, monthly) | Volume | Avg. CPC |
|---|---|---|
| fertility clinic near me | 60,500 | $14.66 |
| egg freezing cost | 8,100 | $10.05 |
| fertility marketing | 20 | |
| ivf advertising | 20 | |
| ivf marketing | 10 |
Google Ads Keyword Planner data via DataForSEO, US, 12-month average to Sep 2026. Top-of-page bids for "fertility clinic near me" range from $3.35 to $20.26. "ivf cost" returned no data in our pull.
Three things follow:
- Clicks are expensive. At $14.66 on average, and up to $20.26 at the top, a fertility campaign that sends clicks to a generic homepage burns money fast.
- Cost is a search category. 8,100 people a month type "egg freezing cost". Clinics that answer it on a page earn that visit without paying for it.
- The "near me" search mixes stages. Some people typing "fertility clinic near me" are ready to book; others are starting to research. Content reaches the second group before a competitor's ad does.
If you're an OB-GYN practice deciding whether to compete for these searches at all, read the fertility section of our OB-GYN marketing guide first: a general practice may do better marketing the first evaluation and a referral pathway.
Long decisions: education over urgency
Countdown timers and "limited spots" don't suit a decision this personal. Education does. Build pages that answer what patients ask before a first consult:
- When to seek an evaluation. MedlinePlus defines infertility (opens in a new tab) as not becoming pregnant after a year or more of frequent, unprotected sex, or after six months for women 35 and older. That's a clear, sourced threshold to anchor a page on.
- What the first visit involves: tests for each partner, how long results take, and what happens next.
- Treatment options explained in sequence, from less to more intensive, with who each is for.
- Your team and lab: who the physicians are, who the patient will see day to day, and how monitoring visits work.
Write in plain language, cite MedlinePlus or PubMed for clinical statements, and have a physician review every page. Our guide to OB-GYN website pages covers structure and privacy for these pages.
Medfy's base plan includes automated SEO that drafts researched articles every week from MedlinePlus and PubMed. Your practice approves each one before it publishes (or sets auto-publish), which suits a specialty where every claim needs clinical review.
Success rates: what you can advertise and how
Success rates are the most scrutinized claims in fertility marketing. Two sources set the frame.
CDC reporting. US fertility clinics report and verify data on ART cycles and outcomes to the CDC every year. CDC's ART Success Rates (opens in a new tab) tool publishes clinic-specific and national rates for every reporting clinic; when we checked on October 22, 2026, the most recent year shown was 2022. CDC also cautions that average chances may not reflect an individual's, because they vary with age, diagnosis, pregnancy history and the procedures used. Linking to your clinic's CDC data is the simplest way to show your basis.
FTC standards. The FTC's Health Products Compliance Guidance (opens in a new tab) is written for health products, but its tests are a sound check for any fertility claim. Claims need "competent and reliable scientific evidence"; the FTC judges the net impression of the whole ad, including images and charts; qualifying information must be clear and conspicuous, not hidden behind a link; and testimonials reporting results more dramatic than typical are likely deceptive, even with a "results not typical" line. Our guide to FTC health claims rules covers the rest.
If you're a SART member clinic, SART's own reporting and advertising guidance applies too. Its site sent us to a member login when we checked, so confirm the current version with SART directly.
Illustrative example (fictional clinic): "Our 2022 outcomes by age group, as reported to the CDC. See how they were measured and compare clinics in CDC's ART Success Rates tool." This states the year, the basis and the source, and invites comparison on equal terms.
Claims to avoid:
| Risky claim | Why |
|---|---|
| "85% success rate!" | No outcome, age group, year or source; the net impression overstates most patients' odds |
| "Highest success rates in the state" | A comparison that needs solid support and ignores differences in patient mix |
| "Pregnant on our first try!" (testimonial) | Reports a result more dramatic than typical without saying what's typical |
| A chart of only your best age group | Cherry-picks the favorable subgroup |
Cost, insurance mandates and financing pages
Price is part of the decision from the first search, so put it on the page. A useful cost page:
- Gives a starting price for each main service and lists exactly what it includes.
- Separates items that are often billed apart, such as medications, anesthesia, genetic testing and annual storage.
- Explains how insurance may apply, and says the consult produces a personal estimate.
Insurance mandates vary by state. RESOLVE's state-by-state list (opens in a new tab) showed, on October 22, 2026, 25 states with laws providing some infertility coverage, 15 with IVF coverage mandates and 22 with fertility-preservation mandates. Link to your state's entry rather than summarizing the law yourself, and note that not every plan in a mandate state is covered. Federal rules may change too: in May 2026, Treasury, Labor and HHS proposed (opens in a new tab) making certain employer fertility benefits a new category of limited excepted benefits.
Financing. If you advertise payment plans, the wording matters. Under Regulation Z, mentioning terms such as a monthly payment amount or the number of payments in an ad triggers additional disclosures (opens in a new tab), including the APR. Let the lender approve financing copy before it runs.
Egg freezing: marketing a cash-pay service
Egg freezing behaves more like an elective, cash-pay service than infertility treatment. The patient is often healthy, planning ahead and comparing clinics on price, convenience and trust. "egg freezing cost" draws 8,100 searches a month at $10.05 a click.
What works:
- A dedicated egg-freezing page, separate from IVF, with the process step by step, the time commitment and the full cost, including storage per year.
- Answers to the questions people actually ask: what happens to unused eggs, how storage works if they move, and how employer fertility benefits apply.
- Information sessions or consults promoted to adults in your area, with copy that describes the service, not the reader's fertility.
Avoid copy that plays on fear about age or promises a future pregnancy. Any statement about how age affects outcomes should be sourced and reviewed by a physician.
Inclusive family-building messaging
Fertility clinics serve LGBTQ+ couples, single parents by choice, people using donor eggs, sperm or gestational carriers, and patients preserving fertility before cancer treatment. Messaging that assumes a heterosexual couple trying for a first baby leaves many of them out.
- Use "intended parents" and "family building" alongside "couples".
- Give donor, gestational-carrier and fertility-preservation services their own pages.
- Show your team and office, not patients, unless you have a signed HIPAA authorization.
Inclusive ads still follow Meta's personal-attributes rule, which lists sexual orientation alongside health. Its own examples prohibit "Are you gay?" So "IVF and donor options for LGBTQ+ families" describes a service, while "Are you a same-sex couple ready for a baby?" addresses the viewer's attributes and isn't allowed.
Privacy and ad-policy limits
Fertility data is among the most sensitive health information a website handles. As of October 22, 2026:
- Tracking. HHS's tracking-technology bulletin (December 2022, revised March 18, 2024) warns that pixels on health websites can disclose protected health information. A federal court in American Hospital Association v. Becerra (opens in a new tab) vacated only the part about IP addresses on public informational pages, on June 20, 2024. Keep ad pixels off fertility pages, consult requests and forms. Our guide to pixels on fertility pages explains the safe setup.
- FTC. The FTC cites (opens in a new tab) its case against Premom, a fertility app, among examples of sharing health information for advertising without affirmative express consent.
- Google. Google's birth control and fertility policy (opens in a new tab) doesn't restrict these ads in the US, but health is a sensitive category (opens in a new tab): no remarketing, customer match or lookalike audiences.
- Meta. Its health and wellness policy (opens in a new tab) lists IVF and family planning clinics among reproductive-health ads that must target people 18 or older, and its personal-attributes policy (opens in a new tab) bars copy that asserts or implies a health condition.
For copy examples and campaign setup, see reproductive-health advertising.
This is general information, not legal advice. Confirm how it applies to your practice with a qualified advisor.
Where Medfy fits
Medfy's $349/month base plan rebuilds your website with a page per service (evaluation, IVF, egg freezing, donor options, costs) and HIPAA-compliant forms, adds weekly articles drafted from MedlinePlus and PubMed that you approve, and tracks whether AI assistants name your clinic. Optional Google Ads management and Meta ads + AI creatives ($199/month each) use copy written for healthcare ad policies, and ad platforms never receive patient data. Medfy doesn't hold LegitScript certification, run events or send email campaigns. See pricing, or get a free marketing audit to see where your clinic stands today.
Frequently asked questions
Can fertility clinics advertise IVF success rates?
Yes, if the numbers are accurate and their basis is clear. State the outcome measured, the patient age group, the reporting year and the source, such as the data your clinic reports to the CDC, and link to it. Don't round up, cherry-pick a favorable subgroup or compare yourself with other clinics without solid support. The FTC judges the overall impression of the ad, so a footnote can't rescue a misleading headline.
How do fertility clinics get more patients?
By being the clinic that explains things best. Fertility decisions take months, so publish clear pages on evaluation, treatment options, costs and insurance, and answer the questions people ask before their first consult. Build referral relationships with OB-GYNs and primary care, keep your Google listing complete, and use paid search for high-intent terms only. Measure consults booked and treatment started, not clicks.
Should fertility clinics publish IVF prices?
Publishing a starting price with a clear list of what's included usually helps. People search for fertility costs before they call, and a transparent cost page filters out poor-fit consults. Separate the cycle fee from medications, anesthesia, genetic testing and storage, explain how insurance and any state mandate may apply, and say that the consult produces a personal estimate. Update it whenever prices change.
Are fertility ads allowed on Facebook?
Yes. Meta's health and wellness policy allows ads for family planning services, including IVF and fertility clinics, but they must target people 18 or older. Ads can't assert or imply anything about the viewer's health or sexual orientation, so avoid questions like "Struggling to conceive?" Meta also removed health-related detailed targeting options in 2022, so expect to target by location and age.