From Half-Full to Waitlist: Inside Holistic Executive Suites’ Niche Google Ads Strategy

Our case studies showcase how coworking space operators around the globe use industry-specific Google Ads strategies to fill their locations, generate revenue, and create waitlists for their services.

Creating a Space for Holistic Professionals: The Story of Holistic Executive Suites

When Roseline Joseph and her co-founder, Merlinn Jean, set out to create Holistic Executive Suites in Palm Beach County, Florida, they weren’t building just another flexible workspace. 

They were designing something deeply intentional: a calming, professionally elevated, wellness-centered environment for therapists, physicians, midwives, dietitians, and health-conscious executives.

From a product standpoint, they were spot on. 

But as they’d soon discover, marketing a niche coworking offering to a very specific kind of member came with its own unique set of challenges.

A Wellness-Focused Space With a Clear Vision, But a Cloudy Funnel

Despite launching a space that checked every box for design, comfort, and compliance, Roseline and Merlinn faced two persistent challenges. 

First, they had to educate and convince professionals that coworking for medical and wellness services was even an option. 

Second, they had to find the people who were looking for what they had—without even knowing it existed.

They weren’t just selling memberships. They were introducing a new category.

“Everyone said they wanted this type of space,” says Roseline, Managing Director at Holistic Executive Suites. “But we’d ask them to sign up, and they wouldn’t. We couldn’t figure out where the disconnect was.”

Roseline and Merlinn weren’t opposed to investing in marketing. In fact, they had already worked with several agencies and tested Google Ads and social media. 

But nothing stuck. The leads were too general—or worse, completely unqualified.

And because coworking wasn’t a widely recognized model in medical or wellness circles, every marketing campaign had to do double duty: sell the value of the space and educate people about the concept itself.

“We didn’t know where the issue was,” Roseline says. “Was it our message? Was it the platform? Or was it just the wrong people seeing our ads?”

Over time, they started recognizing patterns. 

Some leads seemed promising on paper but weren’t converting. Others came in from completely unrelated channels, with no interest in or understanding of a wellness-centered space.

Why Stunning Design Doesn’t Automatically Drive Demand

The problem wasn’t the product or even the marketing budget. It was targeting.

Most marketing agencies didn’t understand the nuances of the coworking model, let alone a wellness-focused coworking space.

As Roseline puts it, “We realized quickly that generalist firms didn’t get it. They couldn’t grasp our concept or communicate it effectively.”

Their strategy, up to that point, had been a little bit of everything: 

• Social media
• Local flyers
• Paid ads
• Events

But attribution was murky, and the cost added up. 

“We were spending money, but not seeing ROI,” Roseline says. “And we were stuck in contracts with agencies that couldn’t deliver the right strategy.”

Initial campaigns drew interest from downtown professionals who weren’t willing to commute. Others didn’t understand how a regulated health practice could operate in a shared space.

There was also a growing sense of misalignment, with ads that got clicks but not conversions. The disconnect wasn’t just about volume; it was about relevance. 

“We were getting the wrong type of interest,” Roseline explains. “People would show up and say, ‘This looks beautiful,’ but it wasn’t the kind of space they needed.”

It wasn’t just frustrating—it was existential. At a certain point, Roseline and Merlinn began to wonder whether the concept was even viable.

She explains, “We hit a moment where we said, ‘Let’s give this one more year. If we don’t see movement, we’ll reevaluate everything.’”That’s when they found Spacefully.

Partnering with a Specialist Who Speaks the Language

We worked with Roseline and Merlinn to find a new way forward. 

“From day one, Spacefully did an audit that showed us exactly where our gaps were,” says Roseline. “They didn’t just run ads—they actually educated us. That’s what made us trust them.”

Abdullah Idrees, their point of contact at Spacefully, helped the Holistic team calculate ROI by comparing ad spend to potential membership revenue. That simple financial clarity gave Roseline the confidence to keep going. 

She recalls, “That was the first time someone had tied the numbers together for us.”

Rather than casting a wide net, we built two dedicated ad tracks for Holistic Executive Suites: one for general professionals and one laser-focused on wellness practitioners. 

From there, the targeting tightened, the messaging evolved, and, most importantly, the results started flowing.

“We stopped trying to reach everyone,” explains Roseline. “With Spacefully’s help, we dialed in on a five to ten mile radius—rather than targeting people 30 miles away just because they clicked on Instagram.”

They also started noticing that leads arriving from ads were more aligned—and easier to filter during tours. 

“We didn’t need as much convincing,” Roseline says. “The right people already understood what our space was all about.”

Beyond the strategy itself, Roseline says the biggest change was consistency.

“Even if we miss something, we know Abdullah is already on top of it,” she says. “Every time we think, ‘Maybe we should pause marketing,’ we get a report in our inbox showing why we shouldn’t. That kind of consistency builds trust.”

She adds, “Honestly, Abdullah cares more about what we’re doing than some of our own contractors.”

Revising the Google Ads Strategy: From Half-Full to Waitlist with Plans for Expansion

Today, Holistic Executive Suites is full.

When Roseline and Merlinn partnered with Spacefully, nearly half of their 11 suites sat vacant. Now, all 11 are occupied, representing 100% capacity for private offices, with additional demand coming in for future openings.

Why?

Because these aren’t just random professionals renting workspaces. 

They’re therapists referring patients to onsite physicians. They’re nurse practitioners collaborating with OB/GYNs across the hall. They’re members who understand the mission and are helping shape the space into a referral-powered ecosystem.

“We’re not hosting mixers every week,” Roseline says. “That’s not what our members need. What they value is professionalism, peace, and organic collaboration. And now that we’ve filled the space with the right people, those connections are happening naturally.”

That success has opened up the next chapter: potential expansion, added business development services, and community-aligned member programming. 

Holistic Executive Suites now offers entry-level membership tiers for early-stage professionals and is building a growth pathway to help them scale into part-time or full-time spaces over time.

They’re also refining their lead filtering process during tours—another byproduct of having better targeting up front.

“We’re even considering launching an accelerator to help wellness providers grow their practices,” Roseline explains. “It’s a natural next step now that our foundation is solid.”

Landing Pages, Lead Quality, and Lessons in Growth

When asked how their approach to Google Ads changed after bringing in Spacefully, Roseline is quick to answer.

“We didn’t know what we were doing before,” she explains. “We thought we did. We’d put up a flyer, throw some budget behind it, and hope. With Spacefully, it wasn’t hope—it was strategy.”

She points to the custom landing pages as a major factor: “They built a page that actually converts. It looks professional. It speaks directly to the person we want to reach.”

And perhaps more importantly, it tracks with what’s happening on the ground.

Roseline shares, “We’ll look at the monthly report and go, ‘Oh yeah, we’ve seen more therapists come in lately.’ The data and the reality line up.”

They also reevaluated their pricing strategy. 

Initially, they believed drop-ins would drive profitability, but Spacefully helped them realize the long-term value of part-time and full-time members. 

Roseline notes, “It shifted the way we thought about growth.”

That alignment has helped Roseline make smarter marketing decisions and stay consistent, even when the space is full.

“Because we’re still advertising, we have a funnel,” she says. “If someone leaves, we’re not scrambling. We already have interest. That’s the benefit of staying top of mind.”

For Niche Spaces, Specialization Makes All the Difference

If you’re running a niche coworking space and you’re skeptical that Google Ads can work for your audience, Roseline has this to say:

“You need a specialist, not a general marketing firm. You need someone who understands the coworking industry—especially if you’re not a WeWork or a downtown flex brand.”

And if you’ve tried ads before and didn’t get results?

“Don’t give up,” says Roseline. “We were at the end of our rope. We had one year left in our budget timeline. Working with Spacefully changed the game.”

She adds, “I know people who started similar spaces but gave up after a year. I’m so glad we didn’t.”

Ready to fill your coworking space, generate more revenue, and create a waiting list so you’re never scrambling to fill vacancies? Spacefully can help.

Book a free introductory call to learn how Google Ads can bring new members into your space starting today.