Case Study: IWG achieves profitable demand-led growth with Croud

IWG - Customer Case Study

IWG worked with Croud to address growth challenges in the real estate sector as it recovered from the impact of the COVID-19 pandemic and lockdowns. Facing heightened competition and changing workplace dynamics, the company wanted to expand its keyword match type strategy to broad match to capture more traffic and improve Search campaign conversions.

Croud partnered with Google to co-design, execute, and review an eight-week broad match experiment across two campaign tiers. The test delivered a 128% increase in website traffic, a 98% increase in conversions, and CPCs that were 13% lower, while the broader case study also reports a 55% increase in enquiries, a 15% decrease in cost per enquiry, and a 53% increase in revenue. Following these results, IWG expanded broad match targeting to additional campaigns and Google Ads accounts.

IWG

Paolo Broussard

Global Digital Marketing Director