IVF Clinic Keywords For More Bookings

The IVF keywords that turn into booked consultations name a cost, a place, a diagnosis or a next step after a failed cycle. Searches such as “IVF cost [city]”, “low AMH IVF”, “reciprocal IVF” and “failed IVF second opinion” come from people close to booking. A bare “IVF” or “infertility” pulls in students and people who are still years away from treatment.

We built this set of 151 keywords ourselves and sorted it into nine patient stages, with one landing page and an example title tag for every ad group. Of the 151, 115 can go into search ads on day one. The other 36 are content-first and need an organic page in place before they bring in bookings.

The Nine Patient Stages Behind IVF Searches

The words people type change as they move through treatment, and we split that path into nine stages. Someone at month 13 of trying types “can’t get pregnant after 1 year”. Six months later, after tests, the same person types “low AMH IVF cost”. So each stage gets its own page and its own first offer.

Patient stage	Keywords	Ad-ready	Content-first	Main page type	First offer
Trying to Conceive	19	13	6	Location and testing pages	Fertility check consult
Diagnosis	21	17	4	Condition pages	Doctor consult for the condition
Treatment Comparison	20	9	11	Guide and treatment pages	Consult after reading the guide
Cost and Financing	20	20	0	Cost and financing pages	Price sheet and financing check
Insurance and State Mandates	17	13	4	State insurance pages	Benefits verification
Egg Freezing	17	12	5	Egg freezing pages	Egg freezing consult
LGBTQ+ Family Building	14	11	3	LGBTQ+ and solo parent pages	Path-specific consult
Donor Eggs and Surrogacy	13	10	3	Donor and carrier pages	Donor or carrier consult
Second Opinions	10	10	0	Second opinion page	Records review
Total	151	115	36

Every ad group is either ad-ready or content-first. Ad-ready groups show clear booking or price intent and go straight into search campaigns. The content-first ones are questions a guide answers better than an ad does, so we send them to a guide page with a consult offer on it.

Medigencies take: Every keyword in Cost and Second Opinions is ad-ready, so those groups get budget first. Treatment Comparison is more than half content-first, and for a search like “IUI vs IVF” a good page will usually do better than an ad. Before you build the campaign, run each [city] and [state] variant through Google Keyword Planner. Many of them show low volume in smaller markets, so check before you spend.

Keywords for People Still Trying to Conceive

New York’s insurance regulator defines infertility as no pregnancy after 12 months of regular unprotected sex, or after 6 months for a woman 35 or older. People type those two deadlines as “trying to conceive for a year” and “trying to get pregnant at 35”. Answer both on one guide page, with a booking link beside each answer.

Ad group	Keywords	Landing page	Example title tag
Fertility Specialist Near Me	fertility doctor near me fertility specialist near me reproductive endocrinologist near me fertility clinic near me infertility doctor [city] fertility clinic [city]	Location page	Fertility Clinic in [City] | New Patient Consults
When to See a Specialist (content-first)	trying to conceive for a year can’t get pregnant after 1 year trying to get pregnant at 35 when to see a fertility specialist how long to try before seeing a fertility doctor trying to conceive after 40	Guide: when to see a specialist	When to See a Fertility Specialist: 12 or 6 Months?
Fertility Testing	fertility testing for women fertility test for couples AMH test near me AMH test cost semen analysis near me HSG test near me first fertility appointment what to expect	Fertility testing service page	Fertility Testing for Women and Men in [City]

Medigencies take: On these pages, sell the first visit as a fertility check and give the price or explain it up front. People at this stage are not yet sure they need IVF, and an IVF-heavy page scares some of them off. Our IVF success rates by age analysis makes the case for a separate landing page for the 35-plus group.

Diagnosis Keywords That Signal a Treatment Plan

Diagnosis is the biggest stage, with 21 keywords in five ad groups. A person searching “low AMH IVF” or “ICSI for male infertility” already has a test result and wants a clinic that treats it. Send these terms to condition pages that name a doctor and carry a booking button.

Ad group	Keywords	Landing page	Example title tag
Ovulation and PCOS	PCOS fertility treatment PCOS IVF irregular periods trying to conceive not ovulating fertility treatment	Condition page	PCOS Fertility Treatment: Ovulation Help to IVF
Egg Reserve	low AMH IVF diminished ovarian reserve treatment low egg count IVF high FSH fertility treatment	Condition page	Low AMH and Diminished Ovarian Reserve Treatment
Tubes and Endometriosis	blocked fallopian tubes IVF endometriosis infertility treatment hydrosalpinx IVF tubal ligation reversal vs IVF	Condition page	Blocked Tubes and Endometriosis: Fertility Options
Male Factor	male infertility treatment low sperm count IVF ICSI for male infertility vasectomy reversal vs IVF zero sperm count options	Condition page	Male Infertility Treatment, ICSI and Sperm Retrieval
Unexplained and Loss (content-first)	unexplained infertility treatment recurrent miscarriage testing recurrent pregnancy loss specialist secondary infertility treatment	Condition page	Unexplained Infertility: Tests and Treatment Paths

Medigencies take: Build one condition page per ad group and send each ad group only to its page. Two keywords in this group, “tubal ligation reversal vs IVF” and “vasectomy reversal vs IVF”, pull in people comparing surgery with IVF. Give surgery a fair hearing on the page. A patient who feels pushed toward IVF will leave.

IUI vs IVF and Other Treatment Comparison Searches

Eleven of the 20 comparison keywords in our set are content-first. Someone typing “IUI vs IVF” or “is PGT-A worth it” wants an answer before any sales pitch. Rank a guide for these terms, then put a consult offer at the end of each answer.

Ad group	Keywords	Landing page	Example title tag
IUI vs IVF	IUI vs IVF IUI or IVF first how many IUI before IVF IUI success rates by age IUI cost vs IVF cost	Comparison page	IUI vs IVF: Success, Cost and Which to Try First
IVF Process (content-first)	IVF process step by step IVF timeline how long does IVF take egg retrieval recovery frozen embryo transfer vs fresh mini IVF natural cycle IVF	IVF treatment page	IVF Treatment in [City]: Steps, Timeline and Costs
Embryo Testing (content-first)	PGT-A testing is PGT-A worth it genetic testing embryos IVF ICSI vs conventional IVF	Treatment page	PGT-A Embryo Testing: Who It Suits and What It Costs
Success Rates	IVF success rates by age IVF success rates [city] IVF success rate at 40 clinic success rates SART	Success rates page	IVF Success Rates by Age at [Clinic] (SART Data)

Success rate pages carry extra rules. SART member clinics that publish success data must show live births per intended retrieval first and link to their SART report at the top. Duke Health’s IVF success page does both, using 2023 data.

Medigencies take: Keep “best IVF clinic [city]” out of ad text, even if you bid on it. SART bars its members from rankings and superiority claims, and the same line can draw an FTC complaint as an unsupported claim.

IVF Cost and Financing Keywords

All 20 cost and financing keywords in our set are ad-ready. Price searchers are comparing clinics, and the clinic that puts a real number on its landing page has the edge. CCRM Fertility’s IVF cost page lists a range of $12,660 to $20,855 for an IVF cycle with fresh eggs and $3,920 to $6,940 for a frozen embryo transfer. It also says which fees are left out and names its financing partner.

Ad group	Keywords	Landing page	Example title tag
IVF Cost	IVF cost how much is IVF IVF cost [city] IVF cost with insurance IVF price per cycle frozen embryo transfer cost IVF medication cost	Cost page	IVF Cost in [City]: Prices, What’s Included, Financing
Financing	IVF financing IVF payment plans IVF loans fertility financing near me using HSA for IVF	Financing page	IVF Financing and Payment Plans at [Clinic]
Packages and Refunds	IVF multi cycle package IVF refund program shared risk IVF IVF package price	Programs page	Multi-Cycle IVF Packages and Refund Programs Explained
Other Treatment Costs	IUI cost PGT-A cost egg retrieval cost embryo storage fees	Cost page sections	Fertility Treatment Prices: IUI, IVF, PGT-A, Storage

Medigencies take: Put every price on one cost page with anchor links, then point each cost ad group at its own section. Say what the price leaves out, such as medication and storage.

Insurance Mandate Keywords by State

New York large group policies covering more than 100 employees must pay for three IVF cycles over the insured’s lifetime. The rule applies to policies issued or renewed on or after January 1, 2020, and self-funded ERISA plans fall outside it.

New York also requires individual, small group and large group policies to cover standard fertility preservation, such as egg freezing and storage, when a medical treatment may cause infertility. Insurers can’t put age limits on these benefits. In California, SB 729 requires large group plans to cover infertility diagnosis and treatment, including up to three completed egg retrievals with unlimited embryo transfers. Its definition of infertility applies regardless of sexual orientation or relationship status.

Ad group	Keywords	Landing page	Example title tag
State Coverage (content-first)	does insurance cover IVF in [state] IVF insurance coverage [state] [state] IVF mandate states that require IVF coverage	State insurance page	Does Insurance Cover IVF in [State]? Plans and Rules
New York	New York IVF law IVF coverage New York three cycles New York fertility preservation insurance NY IVF mandate large group	New York insurance page	New York IVF Insurance Law: Who Gets 3 Cycles
California	California IVF coverage law SB 729 IVF coverage California fertility insurance mandate SB 729 egg retrievals covered	California insurance page	California SB 729 IVF Coverage: What Plans Must Pay
Plan and Carrier	is IVF covered by my insurance self-funded plan IVF coverage [insurer] IVF coverage fertility benefits in-network clinic verify fertility insurance	Insurance verification page	Check Your IVF Insurance Coverage at [Clinic]

Medigencies take: Build a page for each state you serve and confirm every line with the state insurance regulator or the statute before publishing. Add a short question asking whether the patient’s plan is fully insured or self-funded. The answer decides whether state law applies at all. Swap “[insurer]” for the carriers your clinic is in network with.

Egg Freezing Keywords From Cost to Best Age

Pacific Fertility Center of Los Angeles publishes its egg freezing prices at about $11,000 for one cycle, $21,000 for two and $30,000 for three, with one year of storage included. Medication is billed separately, and many people reading a page like that won’t use their eggs for years.

Ad group	Keywords	Landing page	Example title tag
Egg Freezing Cost	egg freezing cost egg freezing cost [city] egg freezing financing egg storage fees per year	Egg freezing cost page	Egg Freezing Cost in [City]: Cycle, Meds, Storage
Age and Timing (content-first)	best age to freeze eggs egg freezing at 35 egg freezing at 38 is 40 too late to freeze eggs how many eggs should I freeze	Egg freezing guide	Best Age to Freeze Eggs: What the Numbers Show
Egg Freezing Service	egg freezing near me egg freezing clinic [city] egg freezing consultation embryo freezing vs egg freezing egg freezing success rate	Egg freezing service page	Egg Freezing in [City] | Consults and Pricing
Medical Preservation	fertility preservation before chemo egg freezing before cancer treatment fertility preservation insurance coverage	Oncofertility page	Fertility Preservation Before Cancer Treatment

Medigencies take: Answer “best age to freeze eggs” with real age data and no promise of a baby. Medical preservation gets its own campaign and page, because a person about to start chemotherapy needs a fast appointment and help with insurance, and a price list does little for them.

LGBTQ+ Family Building Keywords

CCRM Fertility’s LGBTQIA+ family building page has separate sections for lesbian women, for gay men, and for trans and non-binary people. It also answers questions on legal parentage and insurance. We split our ad groups the same way, by the path a patient needs, such as reciprocal IVF or a gestational carrier.

Ad group	Keywords	Landing page	Example title tag
Female Couples	reciprocal IVF reciprocal IVF cost IVF for lesbian couples IUI with donor sperm two moms IVF	LGBTQ+ family building page	Reciprocal IVF and Donor Sperm Options in [City]
Male Couples	gay couple surrogacy IVF IVF for gay couples egg donor and surrogate for two dads	LGBTQ+ family building page	IVF With Egg Donors and Carriers for Gay Couples
Trans and Nonbinary (content-first)	fertility preservation transgender egg freezing before transition sperm banking before hormone therapy	Gender-affirming fertility page	Fertility Preservation Before Gender-Affirming Care
Single Parents	single mother by choice IVF IUI for single women LGBTQ fertility clinic near me	Solo parent page	Single Parent IVF and IUI With Donor Sperm

Medigencies take: Write in the words patients use. Photos should show your own staff and the kinds of families you treat. For California patients, the SB 729 definition of infertility belongs on the page, since it covers people regardless of sexual orientation or relationship status.

Donor Egg, Donor Embryo and Surrogacy Keywords

In the US in 2021, fresh embryos from fresh donor eggs led to a live birth in 53.5% of transfers. Women over 40 using their own eggs got a live birth from only 24.4% of transfers. That gap is why “IVF over 40 donor eggs” is a high-intent search.

Ad group	Keywords	Landing page	Example title tag
Donor Egg IVF	donor egg IVF donor egg IVF success rates donor egg IVF cost frozen donor eggs known egg donor IVF IVF over 40 donor eggs	Donor egg page	Donor Egg IVF: Success Rates, Cost and Matching
Embryo Donation (content-first)	embryo donation donor embryo IVF cost embryo adoption clinic	Donor embryo page	Donor Embryo IVF: How It Works and What It Costs
Gestational Carrier	gestational carrier IVF clinic surrogacy IVF cost IVF clinic for surrogacy gestational surrogacy near me	Third-party reproduction page	IVF for Gestational Surrogacy: Clinic Steps and Costs

Google restricts ads for fertility and surrogacy services in some countries under its healthcare and medicines policy, with fertility testing and surrogacy among the examples. If you target intended parents abroad, check Google’s location list for each country before launch.

Medigencies take: Run donor and carrier recruitment in a separate campaign. “Become an egg donor” and “surrogate pay” bring in recruits, and the same terms burn patient budget if the two campaigns share keywords.

Second Opinion Keywords After a Failed IVF Cycle

People looking for a second opinion have already been through treatment and usually arrive with their records in hand. Boston IVF’s second opinions page speaks to people with failed cycles at other programs. It names a patient liaison and offers help moving records. Boston IVF also says repeat tests may not be needed.

Ad group	Keywords	Landing page	Example title tag
Failed IVF	failed IVF what next IVF failed second opinion failed embryo transfer next steps IVF after multiple failures recurrent implantation failure	Second opinion page	Failed IVF? Get a Second Opinion From [Clinic]
Switching Clinics	switching fertility clinics IVF second opinion near me virtual fertility consultation transfer embryos to new clinic poor responder IVF	Second opinion page	Switching Fertility Clinics: Records, Embryos, Timing

Medigencies take: Say nothing negative about the patient’s last clinic, in ads or on the page. SART bans statements that run down other programs. Offer a records review with a named contact, and explain how frozen embryos move between clinics.

A Page Plan That Matches Each Ad Group

The 151 keywords map to 17 page types. Condition pages take the most, 21 keywords, and guide pages take 16. If your site has one “Treatments” page today, start with the top six rows in the table, which between them cover 85 keywords.

Page type	Keywords mapped	Example URL	Must include	Conversion
Condition page	21	/conditions/low-amh/	Doctor bio, tests, treatment options, booking button	Consult booking
Guide page	16	/guides/iui-vs-ivf/	Direct answer first, sourced numbers, consult offer at the end	Consult booking or email signup
LGBTQ+ and solo parent page	14	/lgbtq-family-building/	Sections by family path, legal parentage, insurance	Path-specific consult
State insurance page	12	/insurance/new-york-ivf-coverage/	Rules confirmed from the regulator, plan-type check	Benefits verification form
IVF treatment page	11	/treatments/ivf/	Steps, timeline, PGT-A, embryo transfer types	Consult booking
Cost page	11	/ivf-cost/	Price ranges, what is excluded, anchor links per treatment	Price sheet request or consult
Second opinion page	10	/second-opinion/	Named contact, records transfer, embryo transfer steps	Records review request
Egg freezing page	9	/egg-freezing/	Cycle price, storage fees, age guidance	Egg freezing consult
Donor egg and embryo page	9	/donor-egg-ivf/	Per-transfer rates, donor screening, counseling	Donor consult
Fertility testing service page	7	/fertility-testing/	Tests for both partners, prices, timing	Testing appointment
Location page	6	/locations/[city]/	Address, hours, doctors at that site, map	Call or booking
Financing page	5	/financing/	Lenders, plan terms, HSA and FSA notes	Prequalification click
Insurance verification page	5	/insurance/verify/	Carriers in network, what to ask HR	Verification form
Success rates page	4	/success-rates/	SART report link at top, per intended retrieval first	Consult booking
Programs page	4	/ivf-packages/	Package terms, who qualifies, refund rules	Consult booking
Third-party reproduction page	4	/gestational-surrogacy/	Clinic steps, agency and legal partners	Intended parent consult
Oncofertility page	3	/fertility-preservation/	Fast-track scheduling, insurance rules	Urgent call line

Each landing page has to load fast and let someone book from a phone. Our list of healthcare web design agencies includes teams that build clinic landing pages, and our healthcare SEO tools guide covers Search Console checks for each new page.

Building Fertility Ad Groups and Compliant Ad Copy

Start with phrase match and exact match in each ad group, and keep one landing page per ad group. For the first month, read the search terms report every week, because fertility campaigns pull in a lot of off-topic queries.

Ad group	Headline example	Second headline	Leave out
Fertility Specialist Near Me	Fertility Doctors in [City]	New Patient Consults Open	“Best fertility doctor” claims
IVF Cost	IVF Prices Listed Online	Ask About Payment Plans	“Cheapest IVF” or hidden fees
Insurance (New York)	New York IVF Coverage Help	We Check Your Benefits	“Insurance covers IVF” for all plans
Egg Freezing Cost	Egg Freezing Prices in [City]	Storage Fees Shown Up Front	“Guaranteed baby later”
Female Couples	Reciprocal IVF in [City]	Donor Sperm and IUI Options	Assuming every patient is a couple
Donor Egg IVF	Donor Egg IVF Consults	See Our SART Data	Success rates without the SART link
Failed IVF	Second Opinion After IVF	Records Review With Our Team	Running down the last clinic
Success Rates	View Our SART Clinic Report	Rates by Age Group	“Highest success rates in [state]”

Google restricts prescription drug terms in ads, landing pages and keywords. Leave fertility drug brand names out of keywords and ad text, and talk about “medication” or “stimulation” in their place. The prescription drug policy is covered in our guide to Google’s healthcare ad rules. For budget planning, use the cost benchmarks in our healthcare PPC statistics.

Negative Keywords for IVF Campaigns

Negative keywords do not match close variants, so a clinic has to add singular and plural forms and synonyms itself. Put these terms into a shared negative keyword list and apply it to every patient campaign.

Theme	Negative keywords	Why
Jobs and training	ivf jobs, embryologist jobs, fertility nurse jobs, embryology course, ivf salary	Career searchers
Research and coding	ivf icd 10, ivf cpt code, ivf history, ivf pdf, ivf statistics	Students, coders and researchers
Home methods	home insemination kit, at home iui, diy insemination	Patients avoiding a clinic visit
Recruitment terms (patient campaigns only)	become an egg donor, egg donor pay, become a surrogate, surrogate pay, sperm donor pay	Belong in a separate recruitment campaign
Animal and lab	cattle ivf, horse ivf, dog ivf, ivf lab equipment, ivf incubator	Veterinary and supplier searches
News and media	ivf movie, ivf news, ivf lawsuit, ivf court ruling	News readers
Home test products	pregnancy test, ovulation test strips, fertility test kit	Shoppers looking for retail products

Medigencies take: Talk to your finance team before you add “grants” or “free” as negatives. Some clinics run grant programs or free seminars, and those searches can turn into consults.

Google’s Sensitive Category Rules for Fertility Ads

Google’s health in personalized advertising policy lists “treatments for pregnancy and infertility” as a sensitive interest category. Advertiser-curated audiences cannot be used when promoting in these categories. That rules out customer match, your data segments, audience expansion and lookalike segments.

Predefined Google audiences, such as in-market segments, life events and location targeting, can still be used. Custom segments are allowed only under conditions, and ads with sensitive creative or landing pages serve only to non-sensitive audiences or contextually on Display.

Medigencies take: Remarketing lists live in your data segments, so they are gone too, and keywords and landing pages have to do the targeting. Keep past patient lists out of Google Ads and run email follow-up from your own system. Judge each ad group on the consultations it actually books. Clinics that want a team for this work can compare fertility PPC agencies. For the organic side, see our fertility SEO agencies or the full list of fertility marketing agencies.

Questions Fertility Marketers Ask About IVF Keywords

What Are the Best Keywords for an IVF Clinic?

The best keywords pair IVF with a price, a place, a diagnosis or a failed cycle. Examples include “IVF cost [city]”, “low AMH IVF”, “reciprocal IVF” and “failed IVF second opinion”. Single words such as “IVF” draw too many researchers.

Can Fertility Clinics Use Remarketing or Customer Match in Google Ads?

Google lists treatments for pregnancy and infertility as a sensitive interest category. Customer match, your data segments, audience expansion and lookalike segments are not supported for those ads. Predefined Google audiences and keyword targeting remain available.

Should Egg Freezing Have Its Own Campaign?

Yes. Egg freezing searchers are often not trying to conceive yet, and their questions center on cost and age. A separate campaign keeps their budget and landing pages apart from IVF patients.

How Do I Target Patients by State Insurance Law?

Build one page per state you serve with the rules confirmed from the state regulator or statute. Bid on “IVF insurance coverage [state]” terms with location targeting for that state, and add a plan-type check, since self-funded plans may fall outside state rules.

Can IVF Ads Mention Success Rates?

They can, with care. SART member clinics must show live births per intended retrieval first, link to their SART report and avoid rankings or superiority claims.