Gaia • Case Study

Helping to democratise IVF treatments

Working with the world’s first insurance provider for IVF treatments to reach more people

Having raised a $20M Series A round led by Atomico, Gaia are on a mission to revolutionise the world of IVF. And for good reason – trying to have a baby using IVF has long been accompanied with excruciating financial risk, which excludes many would-be parents from this opportunity. Through Gaia’s nifty insurance model this is now a thing of the past – and Spekk was brought in to let the world know.

Gaia • Case Study

Paid Media Management


The objective was clear, but the challenges many


While Gaia’s insurance model is highly desirable, its complexity did not lend itself well to social ads. It also meant complicated lead-capture forms and extensive conversion times. On top of this, social and search platforms have extensive restrictions on health and fertility targeting.


Our task was to overcome these challenges and establish a consistent flow of leads from paid advertising, specifically on Meta and Google.


From testing to scaling


The initial focus was on testing our way to the best possible combination of messaging, targeting and user journey over time. Once this framework was established the objective shifted towards building a sustainable lead pipeline that would eventually convert into customers.

To overcome these challenges, we took 4 key steps:

1Creative testing
We started by conducting extensive message- and ad-testing to find which message and creative combinations would stick.
2Targeting hacking
The restrictions around fertility treatments on both Meta and Google forced us to constantly iterate our targeting strategy. After several months of testing, we ended up stabilising the inflow of leads with a completely custom-built targeting model.
3Improving lead quality
We conducted a predictive data analysis to establish the highest likelihood of success for new market entry. Once selected, we started running low spend experiments with the winning ad creative to test the hypothesis before selecting which new countries to ramp up spend in.
4Scaling the budget
Having established a strong return on ad spend, we were ready to scale the budget and significantly increase the number of successful onboardings of new Gaia members.


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We scaled the advertising budget by 556% over a 12-month period while also improving ROAS.


…high quality leads generated within the first 12 month of our collaboration.

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We decreased the cost per quality lead by more than 50% over a 12-month period.

Our product is very unique and has a long consideration period. I was impressed by Spekk’s flexibility and could tell they had experience working with start-ups by their strong ‘test and learn’ attitude. This was vital to our growth and success.

Lorna Preece • Head of Growth, Gaia

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