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

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.

Return on 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. 

Results

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.