Wwrenfieldfertility Sponsored
Give your embryos the best chance with time-lapse imagingAdd to any cycle. Swipe up.
What a reviewer sees in it
Striking them out is the easy part, and it leaves a clean ad nobody clicks. The work is the version on the right: something true in each gap that still earns the enquiry.
- 1It tells the reader they have a problem. Meta Personal Attributes standard; CAP Code 1.3, 4.2
- 2"Highest" is a comparison with no proof behind it. CAP Code 3.7, 3.38
- 368% of what, for whom, in which year? ASA/CAP Enforcement Notice, June 2021
- 4Nobody pays £2,995 once drugs, scans and fees are added. CAP Code 3.17 to 3.19; CMA guidance
- 5A deadline on a medical decision. ASA/CAP Enforcement Notice, June 2021
Five of the 28 rules we check. These are the ones most clinics have already been told about. The other 23 are in the audit, and most of them are not in the ad copy at all.
Same clinic, same photo, rewritten
W
Wrenfield Fertility
Sponsored
A full IVF cycle at Wrenfield is £6,480. Drugs, scans, sedation and the HFEA fee are in that figure.
Live births per embryo transfer in 2023: 34% under 35, 27% at 35 to 37, 19% at 38 to 39. 412 transfers, HFEA verified.
First appointments are with a consultant, and there is no deadline.
wrenfieldfertility.exampleSee the full price list and results
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Figures invented for the example. The price is higher and the headline number is lower. It is also the only clinic in the feed telling the patient what they will pay.
Then the rewrite has to pay for itself
A compliant ad that books fewer consultations is not a result. So every rewrite is measured against what your account was doing before we touched it.
- Baseline. Before anything changes, we take your cost per booked consultation from the last 90 days of your own account. Booked means in the diary, not a form filled in.
- Variants. Each rewrite goes live in two or three versions that lead with a different true thing: the all-in price, the results by age, who the patient sees first.
- Day 30 and day 90. You get the same number again, next to the baseline. If the compliant ad costs more per consultation than the old one did, you see that too, and we keep rewriting.
Search ads and add-ons get the same treatment
Some ads are a rewrite. Some have to come down, and we will tell you which before the regulator does.
A Google search ad
Before
Sponsored
wrenfieldfertility.example/ivf
Best IVF Clinic UK | No.1 Success Rates | From £2,995
Award-winning fertility clinic. Limited consultations available. Book your free call today.
After
Sponsored
wrenfieldfertility.example/ivf
IVF Clinic in Chester | Full Cycle Price Published | HFEA Licensed
One price with drugs, scans and the HFEA fee included. Results by age group on our HFEA profile. Speak to a consultant first.
Three superlatives and a partial price become three facts a patient can check. The account also loses its remarketing list, which Google does not allow on fertility campaigns. CAP Code 3.7, 3.38, 3.17; Google Ads personalised advertising policy, health
An add-on on Instagram Stories
Before
After: no ad
This one comes out of the paid account.
The HFEA rates time-lapse imaging black for improving the chance of a birth, which means the evidence shows no effect. No rewrite keeps that promise and stays honest. The add-on moves to the price list, marked optional, priced, with its HFEA rating beside it. HFEA treatment add-ons ratings; CAP Code 12.1; CMA guidance para 3.18
Four rulebooks, read properly
Anything we change in your account comes with the rule it was changed under, so your own compliance lead can check our work.
- CAP CodeAdvertising Standards Authority
- Misleading claims, substantiation, pricing, comparisons, testimonials and medical claims. What the ASA rules against.
- Enforcement Notice on fertility advertisingASA and CAP, with the HFEA and CMA, June 2021
- How success rates, prices and add-ons must be presented. The document the 2024 and 2025 sweeps enforced.
- Guidance for fertility clinics on consumer lawCompetition and Markets Authority, June 2021
- What a patient must know before they commit: the total price, what is included, and results they can compare.
- Code of Practice and add-on ratingsHuman Fertilisation and Embryology Authority
- What a licensed centre may say about treatment, and which add-ons have evidence behind them.
Start with the audit
£1,500
One week. Credited in full against your first month if you go on to work with us.
- Every live ad and landing page checked against 28 rules, with the breach cited each time
- Where the spend is leaking and what it costs you a month
- Your three worst assets rewritten
- Walked through on a 30-minute call
| Rule | Asset | Finding | Severity |
|---|---|---|---|
| A2 | Meta feed ad 3 | "68% success" with no measure named; the figure is clinical pregnancy | High |
| C1 | /ivf-costs | "From £2,995" excludes drugs, sedation and the HFEA fee | High |
| D3 | Search ad, headline 4 | "Book this week" discount puts a deadline on treatment | High |
| G2 | Google campaign, IVF | Remarketing audience attached to a fertility campaign | High |
| G4 | Enquiry form | Asks "How long have you been trying?" before any consent | Medium |
| E2 | /treatments/add-ons | Time-lapse listed inside the standard package, no price, no rating | Medium |
The audit covers the account as well as the copy: targeting, audiences, tracking and forms.
Who does the work
Approvable is run by Sean Boyle. He has more than a decade in paid advertising, including Meta ads, and most recently ran acquisition for a private clinic group in the North West, in a category where you can't name the treatment, price it or show a result. Same constraint, different rulebook.