IWG

Background & Challenge

The challenge

As the real estate sector was recovering from the impact of the COVID-19 pandemic and subsequent lockdowns, IWG faced hurdles in its growth plans due to external factors such as heightened competition and evolving dynamics in the workplace. Eager to attract more customers, the company aimed to enhance its keyword match type strategy to broad match, aiming to tap into additional traffic and boost conversions for its Search campaigns.

Intelligence

Upon discovering the advantages of broad match, IWG thought it was an ideal chance to expand relevant reach within its ongoing campaigns. To capitalize on this opportunity, a testing framework was developed, incorporating diverse match type combinations, best practices, and clearly outlining success metrics such as cost per conversion (CPC), cost per acquisition (CPA), and conversion volumes. This thorough approach sought to establish a robust testing methodology.

Partnering with Google, we co-designed, executed, and reviewed the broad match experiment. 

Return

Following an eight-week testing period spanning two campaign tiers, broad match delivered strong results, with a 128% increase in website traffic and a 98% increase in conversions at 13% lower CPCs. Due to these favorable results, IWG decided to extend the application of broad match targeting to further campaigns and Google Ads accounts.

Next Best Move

The success of this demand-led model has created a strong foundation for continued growth and innovation.

With intelligent bidding and demand signals now embedded into campaign management, the next phase will focus on expanding the use of automation and AI-driven optimisation to identify new growth opportunities across markets.

Future work will explore how predictive signals and advanced automation can anticipate demand shifts earlier, allowing IWG to scale investment even more efficiently while maintaining profitability.

By continuing to apply intelligence to global investment decisions, IWG is well positioned to sustain profitable growth while strengthening its leadership in the flexible workspace category.