How Fertifa achieved a 32.6x pipeline-to-spend ratio on LinkedIn in less than 9 months
PIPELINE TO SPEND RATIO
32.6X
LEAD INCREASE
262%
Fertifa is a leading reproductive health benefits provider in the UK and Europe, supporting employees across fertility, menopause, men’s and women’s health.
As a growing startup with an ambitious mission, their team knew LinkedIn was the right place to reach HR and People leaders, but turning visibility into actual results had proven difficult.
The challenge
Roxy Alexander, Head of Marketing @ Fertifa
“We’d tested LinkedIn Ads before, but they never really worked for us. The channel felt noisy, and it was hard to create ads that actually engaged our audience. What we needed was a partner who could bring fresh insight, guide us on best practices, and lead the way with a clear strategy.”
They had worked with freelancers and consultants in the past, but hadn’t yet seen the performance they were aiming for. With a busy internal team and high growth targets, they needed a partner who could take ownership of the channel and finally make LinkedIn deliver.
What we did
Built a conversion focused 3-month strategy
We kicked off with a clear plan aligned to Fertifa’s goals, audience engagement, lead generation, and efficient budget allocation. This roadmap allowed us to scale quickly without compromising quality.
Uncovered the messaging that resonates
Through strategic onboarding questions, we understood Fertifa’s tone of voice, key pain points, and ICP insights. This made it easier to build campaigns that cut through a saturated feed.
We launched a structured campaign approach across cold, retargeting, and conversion layers, each with tailored formats (image, video, lead gen forms, message ads) and performance goals.
Created a multi-layered ad funnel
As results improved, we steadily increased the monthly budget. We continuously optimized bids, creatives, and targeting based on lead quality and campaign performance.
Optimized and scaled monthly
Brought seamless execution and communication
From reviewing copy to launching creatives and tracking performance, we made the entire workflow simple and fast, matching the startup pace Fertifa needed.
Results came quickly. Lead volume increased steadily month-over-month, while lead quality and funnel conversion rates improved. Not only were more ICP-aligned leads coming in, they were actually converting.
Achieved a 32.6x pipeline-to-spend ratio in less than 9 months
Monthly leads grew by 262%
Lead quality improved, with more SQLs and MQLs entering the funnel each month
High-intent companies from Fertifa’s target list were now engaging and converting.
Where LinkedIn once felt like a "too expensive" and ineffective channel, it has now proven to be both cost-effective and scalable for Fertifa’s growth.
The payoff
Three things stood out for the Fertifa team:
Strategic clarity - We didn’t just run ads. We brought the structure, strategy, and insights needed to finally make their LinkedIn ads work.
Seamless collaboration - With fast turnarounds, proactive communication, and a deep understanding of their goals, it never felt like working with an outside agency.
Clear ownership - From ad strategy to testing and scaling, we led the channel, giving Fertifa time back and confidence in the process.
What made it work
Roxy Alexander, Head of Marketing @ Fertifa
"It feels like Advanceful is an extension of our team and makes it easy to get things done.”
Fertifa is just getting started. With LinkedIn now delivering strong results, the team is doubling down, optimizing current campaigns while continuing to scale what’s working.
The partnership is growing stronger, and with more ambitious growth targets ahead, LinkedIn is now a key part of the strategy.
What’s next
Roxy Alexander, Head of Marketing @ Fertifa
“I’d definitely recommend Advanceful to any startup or SME looking to grow LinkedIn as a channel. It’s been a great experience. Go for it.”