How Croud Drove Conversions for IWG Through Broad Match

Find out how Croud helped to drive 98% more conversions for IWG using Google Ads broad match.

The Challenge

As the real estate industry was recovering from the impact of the Covid-19 pandemic and subsequent lockdowns, IWG, a leading provider of coworking, offices and meeting spaces, faced hurdles in its growth plans due to external factors, such as heightened competition and evolving dynamics in the workplace. Looking to attract more customers, the company tasked global full-service digital marketing agency Croud with enhancing its keyword match type strategy to broad match, aiming to tap into additional traffic and boost conversions for its Search campaigns.

The Strategy

Upon discovering the advantages of broad match, IWG thought it was an ideal opportunity to expand relevant reach within its ongoing campaigns. To capitalize on this opportunity, Croud developed a testing framework, 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, Croud co-designed, executed and reviewed the broad match experiment.

The 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.

As a result of working with Croud, IWG’s Global Head of Demand Generation Paolo Broussard shared:

Broad match played a key role in driving incremental traffic for IWG while gaining a new perspective on our target audience. This valuable data will help us make informed decisions about the direction and makeup of our accounts.

About Croud

Croud is an award-winning, global, full-service digital marketing partner, specializing in developing key strategies for sustainable business growth.