Paid Social Case Study - Starford Agency
Do Teb Case Study — Starford Agency
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Case Study · Paid Social & Funnel Strategy

Do Teb —
Building Trust Before Building an Audience

Do Teb paid social campaign — Starford Agency

A trust-first paid social strategy for a reproductive psychology practice — generating 200+ webinar registrations and first consultation inquiries in 30–40 days, in one of the most sensitive niches in digital marketing.

Facebook Ads Instagram TikTok Funnel Strategy Sensitive Niche
Client
Do Teb
Industry
Psychology
Platforms
Meta & TikTok
Timeline
30–40 days
200+
Webinar registrations
30–40
Days to first consultation inquiries
3
Platforms — Meta, Instagram, TikTok
0→1
From zero audience to paying clients
The Challenge
You can't sell before you've earned the right to be heard

Do Teb is a reproductive psychology practice — a deeply sensitive niche where the audience is emotionally vulnerable, highly skeptical of advertising, and making decisions that affect some of the most important moments of their lives. Standard paid social tactics don't work here. Pushing conversion too early destroys trust.

The challenge wasn't generating reach. It was building enough trust that a complete stranger would consider booking a consultation with a psychologist they'd only discovered through an ad.

Zero existing audience
No existing social following, no warm retargeting pool, no brand recognition. Every potential client was a cold introduction.
Sensitive niche restrictions
Meta's ad policies around health and psychology topics require careful creative and targeting decisions to avoid rejection and reach the right audience.
Long decision cycle
People don't book a psychology consultation after seeing one ad. The decision cycle is long, personal, and requires multiple trust touchpoints before any action.
No conversion shortcut
Direct response creative — "Book now", "Limited spots" — would have been immediately off-putting in this context. A different funnel architecture was needed entirely.
The Strategy
A three-stage trust funnel

The campaign was structured as a deliberate trust-building sequence. Each stage had a single job — no stage tried to do too much.

Stage 01
Awareness — Educate, don't sell
Video content and posts sharing genuine insight about reproductive psychology — normalising the topic and establishing Do Teb as a credible, knowledgeable voice. No ask, no CTA beyond "follow for more."
↓
Stage 02
Trust — The webinar as a commitment device
A free webinar offered to people who had engaged with Stage 01 content. Low commitment, high value — a chance to experience Do Teb's expertise before any money changed hands. This generated 200+ registrations.
↓
Stage 03
Conversion — Consultation inquiry
Only after webinar attendance were people retargeted with a direct consultation offer. By this point trust was established — the conversion ask felt natural, not pushy. First inquiries arrived within 30–40 days of campaign launch.
The Execution
Platform strategy across Meta and TikTok
Facebook
Awareness and retargeting anchor
Longer-form educational content performed well on Facebook with the core demographic. Used for Stage 01 awareness and Stage 03 consultation retargeting.
Instagram
Visual trust and webinar promotion
Story and Reels formats used for the webinar invitation — short, personal, direct to camera. Felt less like advertising and more like a recommendation from someone you follow.
TikTok
Reach expansion to younger demographic
Educational short-form content reaching a younger audience navigating reproductive health for the first time. Lower CPM, high engagement on topic-specific content.
The Result
From zero audience to paying clients in 30–40 days

200+ webinar registrations and first consultation inquiries within 30–40 days — starting from a completely cold audience with no existing brand recognition. The trust-first funnel worked because it respected the audience's emotional state rather than ignoring it.

"The approach Starford recommended felt counterintuitive at first — focus on education before conversion. But it was exactly right for our audience. The people who came through the funnel were genuinely interested and far easier to convert than cold inquiries."
Do Teb · Reproductive Psychology Practice
What This Project Covered
Full scope
Funnel strategy Facebook Ads Instagram campaigns TikTok advertising Creative direction Audience targeting Webinar funnel setup Retargeting sequences Sensitive niche compliance Campaign optimisation
Need a paid social strategy that actually builds trust?
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