IWG

Background

IWG, the global leader in flexible workspace solutions, partnered with Croud to accelerate profitable global growth by capturing unmet demand for its flexible office solutions across multiple markets, while maintaining efficiency and scalability. Operating across 110 markets, IWG needed a growth model that could flex with local demand signals and scale investment only where it would deliver real commercial return. Croud was tasked with identifying how intelligence and automation could be used to unlock this next phase of growth.

Challenge

Despite strong performance, growth was being artificially constrained. Croud’s performance audit revealed that high-efficiency paid search campaigns were operating within fixed budget ceilings. As a result, proven, high-intent demand was left uncaptured, creating a tension between cost control and growth. The challenge was to unlock incremental growth without sacrificing efficiency, and to do so consistently across a complex, multi-market footprint.

Return on Intelligence

Through joint analysis with IWG, Croud identified that performance was not the limiting factor. The real barrier to growth was fixed budget control, which prevented campaigns from responding to real-time demand signals.

Croud recommended a strategic shift away from static budget management towards a demand-led growth model, allowing investment to flex dynamically in line with conversion probability and efficiency targets. This required a conscious trade-off, deprioritising budget certainty in favour of intelligence-led decision-making.

Working in close partnership with IWG, Croud designed and activated this model, removing artificial budget caps from high-performing paid search activity and enabling intelligent bidding to scale only when demand was both real and profitable. The approach was rolled out consistently across 110 markets, ensuring investment followed opportunity rather than pre-set limits.

Results

By aligning investment decisions to real-time demand signals, Croud helped IWG unlock profitable growth at scale:

• 55% increase in enquiries
• 15% decrease in cost per enquiry
• 53% increase in revenue
• Positive growth delivered across 80% of global markets

This approach demonstrated how intelligence-led decision-making can drive sustained, efficient growth at global scale, establishing a strong foundation for continued AI-enabled innovation.