Before partnering with Frontline Growth, Hertility’s acquisition funnel had major roadblocks:
Paid media lacked structure and tracking across Meta and Google
Creative testing was limited, with heavy reliance on static brand assets
Paid traffic was directed to a generic homepage with low conversion intent
CPAs sat well above investor benchmarks, limiting scale
1. Built Meta advertising for full-funnel efficiency and scale
Consolidated campaigns post-iOS14, implemented CAPI tracking, and structured for long-term learnings.
Structured the ad account into a two-track system adapted to the complexity of Hertility’s quiz-first funnel.
Top-of-funnel campaigns focused on driving quiz completions at scale.
Middle and bottom-of-funnel campaigns optimized for kit purchases.
Successfully activated TikTok ads within health guidelines — using native creator formats and platform-safe messaging to unlock a new growth channel.
2. Launched a repeatable creative testing system
Implemented a framework for structured testing across formats, personas, and hooks.
Expanded creative testing across brand assets, performance PR, UGC, CGC, influencer whitelisting. and founder-led assets (e.g., podcast clips).
Balanced brand credibility (founder, press) with performance-first storytelling (CGC, PR-style ads).
3. Advised on CRO & funnel optimization
Guided development of new landing pages, including quiz-led listicles.
Advised on quiz UI/UX and helped refine full-funnel messaging to improve visitor-to-lead conversion rates.
4. Structured and Google ads from scratch
Rebuilt campaigns from scratch with granular segmentation by intent.
Layered exact match control with broad match discovery campaigns.
Ongoing A/B testing on ad copy, landing pages, and bidding strategies.
What started as a consultancy on campaign structure evolved into an embedded 5-year partnership across creative, CRO, and media strategy — adapting to Hertility’s growth and changing regulatory environment.
Static Ad Creatives
Video Ad Creatives
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Lucy Button
Director of Growth, Hertility
I have had the pleasure of working closely with the Frontline Growth team for nearly three years now, and I can confidently say that they are an invaluable asset to our team. Sam consistently demonstrates unparalleled expertise and dedication in his role as our paid social consultant. First and foremost, Sam's communication skills are exceptional. Whether it's a quick question or a complex issue, Sam is always prompt in his responses, typically getting back to us within a few hours. This level of responsiveness has greatly contributed to the efficiency of our campaigns and has ensured that we are always on track to meet our objectives. Moreover, Sam's commitment to reporting is truly commendable. He is incredibly diligent in providing detailed reports at various levels, allowing us to gain deep insights into the performance of our Meta Ad accounts. This level of transparency and accountability is something that we greatly appreciate and rely on to make informed decisions for our campaigns. What truly sets Sam apart is his initiative and innovative mindset. He doesn't just manage our accounts; he actively seeks out opportunities for improvement and growth. Sam consistently comes to the table with creative suggestions, whether it's exploring new platforms, testing out innovative strategies, or implementing growth-hacking techniques. His proactive approach has been instrumental in keeping our campaigns fresh, effective, and ahead of the curve.