Meta flags your creative. Google restricts your keywords. TikTok rejects your landing page. Meanwhile your CAC climbs and your board wants growth. Performance marketing for FemTech requires a different playbook.

The Problem

Ad platform policies throttle your creative and targeting

Meta, Google, and TikTok all apply stricter review to FemTech categories — fertility, menstruation, sexual health, menopause. Accounts get flagged, creative gets rejected, and rebuilds are slow. Every paused campaign is lost revenue. Teams without policy expertise waste months relearning what's allowed, and CAC stays inflated because you can't run the creative that actually converts.

Generic growth playbooks don't survive contact with FemTech buyers

Standard DTC paid tactics assume you can talk plainly about the product. FemTech brands need creative that educates, de-stigmatizes, and converts — all while staying inside platform guidelines. Most performance teams come from e-commerce or SaaS and don't understand the compliance surface. They burn budget testing hooks that would work for a shoe brand and fail for a cycle-tracking app.

Attribution is broken, and clinical-trust content is slow to produce

iOS privacy changes gutted attribution for health categories harder than most. Clinical and medical claims require legal review, which slows creative velocity. Meanwhile your competitors with bigger budgets flood the same auctions. Without a disciplined measurement framework and a creative system tuned for compliance, you're flying blind and paying premium CPMs for the privilege.

Scaling paid media exposes weak landing pages and funnel leaks

When CAC is your primary KPI, every drop-off in the funnel is expensive. FemTech funnels typically lose users at the quiz, the sign-up, or the first paywall. Most companies don't have the analytics infrastructure to diagnose where and why. Scaling spend without fixing the funnel just scales the waste.

How We Help

We start with a full-funnel audit before we touch the ad account. We look at creative performance, audience overlap, landing page conversion rates, and the activation metrics that actually predict retention. Most FemTech performance engagements reveal the same truth: the ad account isn't the problem, the funnel is. We find where buyers drop off and what creative angles drove the cohorts that stuck.

Strategy development centers on a creative system built for compliance. We map which claims require medical review, which creative hooks clear platform policy, and which testimonial formats work inside the rails. We build a testing framework that can spin up 10-20 compliant variants a month without legal bottlenecks. Paired with that, we rebuild audience architecture — broad prospecting, interest stacks that aren't overfit, and retargeting that respects the sales cycle of health decisions.

Execution looks like an embedded performance marketing team inside your ops. We run the ad accounts day to day, manage creative production and review cycles, and own weekly CAC and payback reporting. We partner with your creative lead or studio of record to keep velocity high. On measurement, we implement post-click attribution, blended CAC models, and cohort retention tracking so you can spend with confidence instead of guessing.

We also pressure-test the landing page and onboarding flow continuously. Every paid channel exposes weakness somewhere — quiz logic, account creation friction, paywall timing. We run A/B tests on the conversion points that matter most and feed learnings back into the creative. This is what makes our fractional model different from 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 theater, no ROAS inflation. 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

Our 90-day performance marketing sprint for FemTech starts with diagnosis, not spend. The first 30 days are an audit: ad account structure, creative performance, landing page conversion, activation metrics, and compliance exposure. We identify the two or three changes that will move CAC most, and we ship them. Days 31-60 focus on building the creative system — compliant hook library, asset templates, and a legal review workflow that doesn't bottleneck velocity. We also rebuild audience architecture and attribution in this phase. Days 61-90 are execution: running the accounts, scaling winners, and establishing the weekly cadence around CAC, payback, and cohort LTV.

Unlike traditional performance agencies that optimize for ROAS inside their dashboard, we optimize for payback inside your business. That means working with finance on unit economics, with product on activation metrics, and 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 real business metrics.

How We Work

Initial engagements run 4-6 months with a clear 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 establish the operating cadence. Most FemTech clients see meaningful CAC movement by day 45.

Our team includes 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. We don't need you 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 the leadership team or board. Most engagements run 3-6 months initially, with many extending to 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 engagements typically range from $15K-$35K per month depending on scope and media volume managed. That is meaningfully less than hiring a full-time VP Growth at $250K+ plus equity, and substantially more strategic than a generic performance agency. Cost scales with media spend managed, channel count, and creative production needs. Most FemTech companies find the ROI justifies the investment within the first 90 days when CAC comes down even modestly.

How long before we see CAC improvements from a performance marketing engagement?

Most FemTech companies see meaningful CAC reduction within 45-60 days, driven by the initial audit findings and quick wins in creative and funnel. The deeper impact — a repeatable creative system, stable attribution, and scalable channel architecture — typically takes 90-120 days to build. Full unit economics improvement including payback and cohort LTV becomes visible 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. We run the ad accounts day to day, attend your weekly growth standups, and work directly with your creative, product, and finance leads. 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 bottlenecks.

What makes Winston Francois different from a traditional performance marketing agency?

Traditional agencies optimize for ROAS in their dashboard and hand you reports. We optimize for payback inside your P&L and operate the business with you. We understand FemTech compliance, we build creative systems that clear platform review, and we report honestly on blended CAC — not channel ROAS theater. Our operators have actually been in-house at growth-stage companies 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 on CAC by channel, creative win rate, and payback trajectory. Every month we review cohort retention and LTV:CAC ratios with leadership. The goal is to prove paid media is building a durable business, not just driving short-term installs or 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, an existing paid media budget of at least $50K per month, and ambitions to scale acquisition without destroying unit economics. Ideal clients 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 identify where CAC can come down fastest.