Hertility

Hertility

2021-2025

2021-2025

Health

Health

5-Year Strategic Partnership — 8× Revenue Growth for Fertility Healthtech Startup

5-Year Strategic Partnership — 8× Revenue Growth for Fertility Healthtech Startup

Hertility is a London-based healthtech company reshaping women’s reproductive care through science-backed hormone and fertility testing kits. From 2021 to 2025, we worked as close growth partners — first with the founding team, then alongside the full in-house marketing team — helping steer their paid media and growth strategy through the company’s key inflection points.

Hertility is a London-based healthtech company reshaping women’s reproductive care through science-backed hormone and fertility testing kits. From 2021 to 2025, we worked as close growth partners — first with the founding team, then alongside the full in-house marketing team — helping steer their paid media and growth strategy through the company’s key inflection points.

Key Results

Key Results

8x revenue growth YoY; x25 increase in paid social revenue over the period

8x revenue growth YoY; x25 increase in paid social revenue over the period

30x increase in paid search-attributed sales over the period

30x increase in paid search-attributed sales over the period

Challenges

Challenges

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

Solution

Actions

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

Testimonial

Testimonial

“

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.

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.

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.

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