Case study · Public service
Connecting people in Lagos to the DNA testing services they need.
A paid digital advertising programme for Lagos State DNA & Forensic Center, combining Google search intent with Meta audience reach.
The brief
A specialist service needs both discovery and trust.
Lagos State DNA & Forensic Center is a specialist facility serving the public, law enforcement, investigators and other stakeholders.
Flyserp was engaged to increase digital visibility across Lagos, reaching people actively searching for DNA testing and audiences who could be introduced to relevant services through Facebook and Instagram.
The challenge
One service. Two different types of demand.
DNA testing is a highly considered service. Some people have a clear need and search for a relevant test, while others need to understand available services before taking action.
Digital strategy
Two channels, one clear acquisition system.
Google captured established search intent. Meta advertising helped create awareness and reach relevant Lagos audiences beyond search.
Google Ads
Search advertising targeting people looking for paternity, relationship, legal, immigration and forensic DNA testing in Lagos.
Meta Ads
Facebook and Instagram campaigns built to increase awareness, introduce services, drive website traffic and support enquiries.
The funnel
From search or awareness to the next action.
The programme combined intent-based acquisition with audience-based discovery across Lagos State.
Search intent
Meta
Awareness → Consideration → Action
The outcome
Search intent meets audience discovery.
Flyserp created a multi-platform paid acquisition system for Lagos State DNA & Forensic Center—combining Google’s high-intent search traffic with Facebook and Instagram audience targeting to create multiple paths for potential customers to discover its services.
Discuss your growth plan →