How to recruit surrogates: a guide for agencies
Every agency needs more qualified surrogates. The ones that grow know exactly where theirs come from.
Short answer: Agencies recruit surrogates through paid social ads (mostly Facebook and Instagram), Google search, referrals from past surrogates, recruiters and community outreach. The difference between agencies is follow-up and measurement: answering applicants within minutes, and tracking which source brings surrogates who actually qualify, not just applications.
Where surrogates come from
- Meta ads (Facebook and Instagram) are the largest source for most agencies, especially video from real surrogates.
- Google search catches women already researching surrogacy.
- Referrals from past and current surrogates are often the highest-quality source, and a referral bonus keeps them coming.
- Recruiters and community outreach in the areas you serve.
Follow-up wins more than ads do
An applicant who hears back the same day is far more likely to continue. A welcome message, a link to book an intake call, and gentle reminders for an unfinished application all recover surrogates who would otherwise be lost.
Measure qualified surrogates, not leads
The cheapest leads are rarely the best. Track each applicant's source through to qualification and matching, and tell your ad platforms which applicants completed and qualified so they find more people like them.
How SurroHub helps
- Source and recruiter tracking on every applicant, from the ad or referral that brought her through to her match.
- Meta conversion tracking: every completed application tells your Meta ads who to find more of, and the Google ad click behind each applicant is recorded on their profile.
- Scheduled campaigns welcome new applicants and follow up by email and text, on their own.
- Referral tracking so you know who referred whom, and who is owed a bonus.
- Booking pages let applicants schedule their own intake call.
See SurroHub for yourself
Surrogacy and egg donor agency software: one place for surrogates, intended parents, egg donors and matches, with branded portals and a built-in AI assistant.
Frequently asked questions
What is the best way to find surrogates?
For most agencies, Meta ads with real surrogate stories, backed by fast follow-up and a strong referral program. Measure each source by qualified surrogates, not by applications.
How much does it cost to recruit a surrogate?
It varies widely by market and agency. The useful number is cost per qualified, matched surrogate, which requires tracking each applicant from her source to her match.
How do I know which ads bring qualified surrogates?
Track the source on every application and send completed and qualified applications back to your ad platforms as conversions. SurroHub tracks every source automatically and sends conversions to Meta.