When we started in 2021, Hertility's acquisition funnel had major roadblocks:
Paid media lacked structure, and tracking was unreliable after iOS14
Creative relied heavily on static brand assets, with little structured testing
Paid traffic landed on a generic homepage with low conversion intent
CPAs sat consistently above target, limiting how far spend could scale
As Hertility scaled, two new challenges emerged:
Scaling spend without losing efficiency. Volume targets kept rising while CPA targets stayed flat, so creative and landing page testing had to scale at the same pace as spend.
Losing conversion tracking. In January 2025, Meta classified Hertility as a sensitive health advertiser and switched off pixel-based conversion optimisation across the account.
1. Built a Meta account structure for a quiz-first funnel
Split the account into two tracks: prospecting optimised for completed health assessments, and mid and bottom-of-funnel campaigns optimised for kit purchases.
Launched Ireland with market-specific copy and landing pages, and activated TikTok within health guidelines.
Scaled paid social to represent 89% of total purchases at peak.
2. Kept tracking reliable through iOS14 and Meta's health restrictions
Implemented CAPI, fixed event duplication, and ran quarterly Meta conversion lift experiments to ensure campaign incrementality.
Rebuilt purchase tracking server-side with CustomerLabs in 2026, bringing conversion campaigns back after a year of awareness-only activity. UK CAC fell 54% within a month.
3. Ran creative strategy as a performance 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).
Advised on CRO & funnel optimization
Guided development of new landing pages, including quiz-led listicles, which reduce in some cases the CPL -48%
Advised on quiz UI/UX and helped refine full-funnel messaging to improve visitor-to-lead conversion rates.
5. 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 five years, 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. His proactive approach has been instrumental in keeping our campaigns fresh, effective, and ahead of the curve.