Case study: femtech, fertility & hormonal care, UAE
From broad reach to qualified intent. How we replaced 95% of the traffic with the 5% that actually converts, and more than doubled revenue while spending less.
- 8.15xPeak ROASMay 2026, up from 3.94x in-house average
- +125%Revenue growthJan → May 2026
- ~32xConversion rate lift0.48% → 15.2%
- −36%Ad spendMore revenue with less spend
- 4xApp install growthiOS & Android cumulative
The challenge
Lots of traffic. Wrong audience.
Before our engagement began in mid-April 2026, Ovasave was being run by an in-house marketer leaning hard on TikTok ads. The platform delivered volume, tens of thousands of monthly visitors, but almost none of them were buyers.
Fertility and hormonal care is a considered, research-driven purchase. Women evaluating AED 156–652/month supplement subscriptions or AED 350–650 hormone tests don’t convert from a scroll-by. They convert from intent. And the traffic Ovasave was paying for had none.
Problem
Sub-1% conversion
42,399 visits in February turned into 202 units. A 0.48% conversion rate on a high-AOV considered purchase, a sign the audience and the offer weren’t matched.
Problem
Volume over intent
TikTok was buying entertainment-context impressions to an audience deciding on fertility care. Two completely different mindsets: one passive, one active research.
Problem
Spend without leverage
Monthly spend was climbing, nearly doubling between January and March, but ROAS was flat at ~3.9x. More budget wasn’t fixing the underlying audience problem.
The objective
Three clear priorities
Replace volume with qualified intent
Stop paying for impressions. Start paying for women actively researching fertility care, the only audience that buys at AED 156–652/month.
Grow revenue while cutting spend
Efficiency, not volume. A smaller, qualified funnel costs less to run and produces more revenue. Prove the model before scaling it back up.
Respect the brand and the category
Ovasave is doctor-formulated, science-backed care, not impulse e-commerce. The acquisition system had to match the brand’s clinical positioning and the user’s personal journey.
The approach
Four shifts. One outcome.
Channel reallocation
Cut the broad TikTok traffic engine that was the in-house default.
Rebuilt the media mix around Meta (interest-layered targeting for women actively researching fertility, hormonal health, PCOS, egg freezing) and Google (high-intent search capture across symptoms, products, and category terms). Fewer visits, the right visits.
Creative that matches the journey
Moved away from feed-friendly entertainment toward education-led creative.
It mirrors the actual fertility research process: hormone explainers, symptom checklists, doctor-formulated trust signals, real customer journeys. The creative no longer interrupts the user. It answers her question.
Conversion rate as the lead metric
Stopped optimizing for clicks and impressions. Started optimizing for purchases per visit.
With AOV anchored by subscription products, every percentage point of CVR is worth more than a thousand new impressions. The funnel was rebuilt around that math.
Cross-surface growth (web + app)
Ovasave isn’t just a store. It’s a health companion with an iOS and Android app rated 4.8.
We integrated app install growth into the paid strategy, treating downloads as a retention asset, not a separate channel. Cumulative installs grew from 42 to 160 in four months across both platforms.
The numbers
The picture in one chart
When Kliks took over in mid-April 2026, traffic collapsed by design: we shut down the broad TikTok funnel that was buying the wrong audience. The chart below shows what happened next: traffic fell 95% while revenue climbed to an all-time high. That gap is the value of qualified intent.
All trajectory shapes and ratios reflect real performance. Absolute revenue and spend figures remain confidential. June 2026 is excluded (a partial month, only 12 days in at the time of the report).
Traffic vs revenue
Jan → May 2026, normalized to each metric’s peak in this window
Traffic peak, Feb: 42.4K visits, 0.48% CVRRevenue, May: 15.2% CVR
The strategic flip: we replaced 95% of the traffic with the 5% that actually converts. Conversion rate moved from 0.48% to 15.24%, a ~32x lift on the same site.
ROAS trajectory
Jan → May 2026, blended platform ROAS, before and after Kliks
In-house average: 3.94xMay: 8.15x
+107% ROAS lift from the pre-Kliks 3-month average. May was the first full month under our strategy.
ROAS
In-house average vs Kliks (May)
+107% lift in return on ad spend
Monthly revenue
Jan baseline vs May, indexed (Jan = 100)
+125% revenue growth in four months. Absolute figures confidential.
Monthly ad spend
Mar peak vs May, indexed (Mar = 100)
−36% spend, with higher revenue and ROAS
Conversion rate
Feb (high-traffic baseline) vs May
~32x lift: the signature outcome of an intent-led strategy
Cumulative app installs
iOS + Android · Jan → May 2026 · not paid-only, but reflects pull from acquisition
Jan: 42 installsMay: 160 installs
3.8x install growth across iOS and Android: acquisition pulling users into the app, where retention compounds.
What makes this different
Not more traffic. Better traffic.
Most agencies optimize for
- Impressions and reach
- More monthly visits
- Cheaper clicks
- Bigger ad budgets
- Platform-reported ROAS
This project optimized for
- Conversion rate per visit
- Buyer intent over volume
- Revenue per dirham spent
- Lower spend, higher return
- Verified, blended performance
Key impact
What actually changed
Quality replaced quantity
Monthly traffic dropped 95% from peak, on purpose. The visits we kept were buyers, not browsers. Conversion rate moved from 0.48% to 15.24%, a ~32x lift.
Revenue up, spend down
Monthly revenue more than doubled (+125%) between January and May, while ad spend in May was 36% lower than March. The efficiency dividend of intent-led acquisition.
ROAS doubled in one full month
Pre-Kliks ROAS averaged 3.94x across Jan–Mar. May, the first full month under the new strategy, closed at 8.15x. The same business, the same products, a different audience.
App growth followed
Cumulative iOS + Android installs grew nearly 4x (42 → 160) over the same window. Acquisition feeding the retention layer: the engine compounding, not just spiking.
Conclusion
Less traffic. More business.
Ovasave didn’t need more visitors. It needed the right ones. By cutting the broad TikTok funnel and rebuilding around qualified intent on Meta and Google, we replaced volume with conversion, and the numbers followed in a single month.
The May result wasn’t a lucky promo or a seasonal spike. It was the output of a system designed for how women actually buy fertility care: with research, with trust, with intent. That system is now the baseline, not the peak.
Every decision guided by
- Intent
- Conversion
- Efficiency
- Not volume.
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