PROCRIAR  

The challenge was clear: to differentiate Procriar in an increasingly competitive market and position it as the main reference in fertility in the Porto region. The answer came through a content strategy centered on emotion, real experiences, and testimonials, reinforcing that Procriar is much more than a clinic; it is a family that accompanies each story to the end. From that base, the institutional video was born: a key piece created to focus this narrative into a strong and memorable moment, making visible the closeness, the trust, and the differentiation that we were already building in content.

We transformed scattered search campaigns into a strategic structure fully oriented toward lead generation. We restructured the account from the ground up, from campaigns to ad groups, keywords to copy. All to ensure that each search received a clear, relevant response aligned with the intent of the person seeking help. The focus was simple: to be present at the exact moment of decision and to respond with empathy and precision. We knew that Google is the largest driver of qualified traffic and conversions in this sector. In addition to generating leads, it played a fundamental strategic role by feeding data and audiences that boosted remarketing on Meta, creating a solid foundation to scale results consistently.

If Google captured the intent at the exact moment of the search, Meta's strategy focused on an emotionally intelligent remarketing approach that respected the sensitivity of the topic, speaking with empathy. We share real stories, hope and possible paths through content that resonates, but also converts.

We redesigned conversion-focused landing pages. We tested, optimized and continually improved messaging, calls to action (CTAs) and usability, so that every detail would guide the user toward taking the action.