Marie Stopes Bangladesh: 86,868 leads and 4,563 bookings a month for sensitive health services

The 12-month numbers

Every figure below covers 1 November 2025 to 31 October 2026.

Around six in ten leads became a booking, and Meta delivered about 96% of all leads, with Google Search and Maps adding the remaining 4% as calls and directions to clinics.

How we did it: a layered, always-on system

Every campaign has one job, and each layer feeds the next. Messaging sits at the centre because it gives clients privacy.

Three working principles made this system run:

1. Privacy first. Calls to action point to Messenger, not public comments, so people can ask sensitive questions safely.
2. Always on, tuned monthly. Budgets shift every month towards the campaigns and districts producing the cheapest conversations.
3. Local by design. Each clinic camp runs as its own campaign with its own radius, budget and reporting, so MSB can see results by location.

Results over time

From March 2026 the system scaled sharply. Monthly lead-form volume on Meta grew more than 6x and held at that level for eight straight months, while cost per lead fell by 69%.

The account also scaled efficiently. Between November 2025 and October 2026, monthly media investment roughly doubled, but impressions grew 3.8x as the cost of reaching people nearly halved.

Private Messenger conversations peaked in August 2026 at 11,132 in a single month.

Campaign spotlights

The core messaging campaign was the largest and most cost-efficient part of the programme, while local clinic campaigns showed the model works district by district.

What the spotlights show: a specialised service like maternity can run as its own lead engine, and a single district camp can generate thousands of private enquiries.

Google Search and Maps: from search to clinic door

On Google, Ngital captured people already searching for reproductive health services and turned them into 3,760 real-world actions: 3,059 requests for directions to an MSB clinic and 701 phone calls.

The year-on-year change shows the same pattern as on Meta. Compared with Nov 2024 – Oct 2025, impressions and actions both grew about 4.4x, while the cost of each action halved.

• Service search did most of the work: 23,670 clicks at a 27% click-through rate and 3,745 calls and direction requests.
• Website search added 3,189 clicks to MSB’s service pages.
• Clinic location promotion in Savar and Cumilla tested Maps-led promotion of individual clinics.

This is the strongest offline-intent signal in the programme: a direction request or call means someone is planning a visit.

Audience insights

Young adults drove the results: people aged 18–34 started 80% of all Messenger conversations.

Two further findings matter for future planning:

• Men are part of the conversation. Men started 55% of conversations, with men aged 25–34 the single largest group. Reproductive health decisions are often made as couples, so creative and counselling scripts should speak to partners as well as women.
• Reach goes well beyond Dhaka. Dhaka Division took 47% of spend and Chattogram 24%, with Rajshahi, Khulna and Barishal sharing the rest. District clinic campaigns extend this further.

Within Meta, Facebook carried 95% of spend and 99% of conversations, confirming it as the primary channel for this audience in Bangladesh.

Why this matters for NGOs and development partners

The MSB programme shows Ngital can run sensitive, donor-accountable social campaigns at national scale, and prove every taka with data.

• Value for money donors can audit. Every result above comes from Meta Ads Manager, Google Ads and programme reporting, broken down by month, campaign, district, age and gender. That is the level of evidence donors and M&E teams ask for.
• Sensitive topics, handled safely. Reproductive health is one of the most restricted ad categories on Meta. Running dozens of always-on campaigns in this space for a full year proves we can deliver within platform health policies, without putting the account at risk.
• Behaviour change, not just reach. The system moves people from seeing a message to starting a private conversation or asking Google for directions to a clinic. The same funnel works for WASH, nutrition, financial literacy, GBV prevention and other behaviour change programmes.
• Local delivery at national scale. Clinic-by-clinic campaigns show we can run district-level activation alongside national awareness, with separate reporting for each location.
• Aligned with where the sector is going. MSI’s own strategy, MSI 2030, commits to client-powered, digitally enabled care so that everyone is one contact away from a safe service. This programme puts that vision into practice in Bangladesh.

Sources

• Campaign data: Meta Ads Manager and Google Ads, 1 November 2025 – 31 October 2026. Lead and booking totals are from Ngital and MSB programme reporting; Google conversions are calls and direction requests.
• MSI Reproductive Choices, Annual Report and Financial Statements 2020: MSB 2020 CYPs, global messaging growth, MSI 2030 strategy.