Meta flags your creative. Google restricts your keywords. TikTok rejects your landing page. Your CAC climbs while the board wants growth. Performance marketing for FemTech needs a different playbook than DTC or SaaS.
The Problem
Ad platform policies throttle your creative and targeting
Meta, Google, and TikTok apply stricter review to FemTech categories – fertility, menstruation, sexual health, menopause. Accounts get flagged, creative gets rejected, and rebuilds take weeks. Every paused campaign is lost revenue, and teams without policy expertise keep relearning what's allowed instead of running the creative that actually converts.
Generic growth playbooks fail with FemTech buyers
Standard DTC paid tactics assume you can talk plainly about the product. FemTech creative has to educate and de-stigmatize while staying inside platform guidelines. Most performance hires come from e-commerce or SaaS and don't know the compliance surface, so they burn budget testing hooks built for a shoe brand.
Attribution stays broken and clinical-trust content is slow to ship
Platform-level tracking restrictions hit health categories harder than most verticals, and clinical or medical claims still require legal review before they can run. That slows creative velocity while better-funded competitors flood the same auctions. Without a disciplined measurement framework, you pay premium CPMs and can't tell which creative earned the result.
Scaling paid spend exposes weak landing pages and funnel leaks
When CAC is the KPI leadership watches, every funnel drop-off gets expensive fast. FemTech funnels typically lose users at the quiz, the sign-up, or the first paywall, and most teams lack the analytics to diagnose where. Scaling spend without fixing the funnel just scales the waste.
How We Help
We start with a full-funnel audit before touching the ad account: creative performance, audience overlap, landing page conversion, and the activation metrics that predict retention. Most FemTech engagements reveal the same truth – the ad account isn't the problem, the funnel is. We find where buyers drop off and which creative angles actually drove the cohorts that stuck.
Strategy here is growth strategy work as much as media buying: which claims need medical review, which hooks clear platform policy, which testimonial formats work inside the rails. We build a testing framework that ships 10-20 compliant variants a month without a legal bottleneck, and rebuild audience architecture alongside it – broad prospecting, interest stacks that aren't overfit, retargeting paced to how long a health decision actually takes.
Execution means an embedded performance team inside your ops – running the ad accounts daily, managing creative production and review cycles, owning weekly CAC and payback reporting. We work directly with your creative lead or studio of record. On measurement, we run the same measurement framework across post-click attribution, blended CAC models, and cohort retention tracking, so you spend with confidence instead of guessing.
We also pressure-test the landing page and onboarding flow continuously – quiz logic, account creation friction, paywall timing – running A/B tests on the conversion points that matter most and feeding what we learn back into creative. This is the fractional model versus a traditional agency: we sit inside the business, not alongside it.
The result is a paid engine that respects platform reality, produces compliant creative at velocity, and reports honestly on what's working – no vanity metrics, no ROAS theater, just a measurable path from dollars in to customers out.
What we deliver
- Full-funnel audit – ad account, creative, landing pages, and activation metrics
- Compliant creative system – hooks, formats, and legal-review workflow
- Channel architecture – prospecting, retargeting, and audience strategy across Meta, Google, TikTok
- Measurement framework – blended CAC, payback, cohort LTV, and attribution model
- Weekly operating cadence – CAC reporting, creative refresh, and optimization loop
In FemTech, the performance marketer who understands platform policy is worth more than the one who knows every bid strategy. The constraint isn't spend – it's what creative survives review.
Our Methodology
The 90-day sprint starts with diagnosis, not spend. Days 1-30 are an audit – ad account structure, creative performance, landing page conversion, activation metrics, compliance exposure – and we ship the two or three changes that move CAC fastest. Days 31-60 build the creative system: a compliant hook library, asset templates, and a legal review workflow that doesn't bottleneck velocity, plus rebuilt audience architecture and attribution. Days 61-90 are execution – running the accounts, scaling winners, and locking in the weekly cadence around CAC, payback, and cohort LTV.
Traditional performance agencies optimize for ROAS inside their own dashboard. We optimize for payback inside your business – working with finance on unit economics, with product on activation, with creative on compliance. FemTech companies don't need a media buyer. They need a growth leader who can operate paid media inside platform constraints and prove it's working against the numbers that matter to the board.
How We Work
Initial engagements run 4-6 months on a 30/60/90 structure. Days 1-30 are the audit and quick-win phase – we find the easiest CAC reductions and ship them immediately. Days 31-60 build the creative system and measurement infrastructure. Days 61-90 scale spend with discipline and lock in the operating cadence. Most FemTech clients see meaningful CAC movement by day 45.
The team is a performance marketing lead, a creative strategist who understands FemTech compliance, and an analytics partner who owns measurement. You provide a creative production partner – in-house or studio – access to your landing page and product analytics, and a decision-maker for weekly reviews. You don't need to hire a team to work with us.
Cadence is weekly CAC and payback reporting, bi-weekly creative reviews, and monthly unit economics readouts to leadership or the board. Most engagements run 3-6 months initially, and many extend into an ongoing fractional performance leadership role once the system is in place.
- CAC reduction through creative system and funnel fixes
- Channel diversification beyond Meta and Google
- Compliance-safe creative velocity
- Attribution and measurement clarity
If your femtech company needs performance marketing leadership, we should talk.
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Frequently asked questions
How much does performance marketing cost for a FemTech company?
Fractional performance marketing runs $15K-$35K per month depending on scope and media volume managed – meaningfully less than a full-time VP Growth at $250K-plus with equity, and more strategic than a generic performance agency. Cost scales with spend managed, channel count, and creative production needs. Most clients see the investment justified within 90 days once CAC starts moving.
How long before we see CAC improvements from a performance marketing engagement?
Most FemTech companies see meaningful CAC reduction within 45-60 days from the initial audit and quick wins in creative and funnel. A repeatable creative system and stable attribution take 90-120 days to build. Full unit economics improvement – payback and cohort LTV – shows up at 4-6 months as cohorts mature.
How does the performance marketing team integrate with our existing staff?
We operate as an embedded extension of your team – running ad accounts day to day, attending weekly growth standups, and working directly with creative, product, and finance. Your team stays focused on product and brand; we own paid acquisition. Most clients give us admin access to Meta, Google, TikTok, and their analytics stack so we can move without waiting on approvals.
What makes Winston Francois different from a traditional performance marketing agency?
Traditional agencies optimize for ROAS in their own dashboard and hand you reports. We optimize for payback inside your P&L and operate the business with you. We understand FemTech compliance, build creative systems that clear platform review, and report on blended CAC instead of channel ROAS theater. Our operators have run growth in-house and know what it takes to defend a CAC number to a board.
How do you measure ROI from performance marketing for FemTech?
We measure blended CAC, payback period, and cohort LTV, not last-click ROAS. Every week we report CAC by channel, creative win rate, and payback trajectory. Every month we review cohort retention and LTV-to-CAC ratios with leadership. The goal is proving paid media builds a durable business, not short-term sign-ups.
What type of FemTech company is the right fit for this service?
Series A through growth-stage FemTech companies with $5M-$100M ARR, a paid media budget of at least $50K per month, and ambitions to scale acquisition without wrecking unit economics. The best fits have a working product, some organic traction, and a leadership team ready to treat growth as a system. The first step is usually a short paid media audit to find where CAC comes down fastest.
