Case Study: IWG achieves profitable growth and more enquiries with Croud

IWG increases enquiries 55% with Croud

IWG faced challenges in growing its flexible workspace business amid post-pandemic competition and changing workplace dynamics. To attract more customers, the company aimed to shift its search strategy to broad match keywords to increase traffic and conversions. Croud, partnering with Google, helped design and execute a test for this new approach.

Croud developed a testing framework for broad match campaigns, utilizing Google's Smart Bidding and AI solutions. After an eight-week test, the strategy delivered a 128% increase in website traffic and a 98% rise in conversions, with a 13% lower cost per click. These results led IWG to expand the use of broad match, creating a foundation for scalable, demand-led growth.

IWG