Google Ads Conversions Explained: What to Measure for Your Coworking Space

You’re running Google Ads for your coworking space. You’re getting clicks. Traffic is flowing to your website. 

But here’s the question that matters most: what happens next?

If you can’t answer that question with concrete data, you’re flying blind. And that means you’re probably wasting a significant portion of your advertising budget without even realizing it.

The secret to getting real ROI from your Google Ads isn’t just about driving traffic. It’s about tracking conversions: the actions people take after clicking your ad.

So, let’s dive into the conversions you need to be tracking to make sure your ads are generating revenue rather than just clicks. 

What Are Conversions and Why Do They Matter?

In the simplest terms, a conversion is any valuable action someone takes on your website after clicking one of your Google Ads.

For coworking spaces, conversions typically include things like:

• Booking a tour
• Submitting a contact form
• Calling your space
• Reserving a meeting room
• Signing up for a day pass

When you track conversions, you’re measuring what really matters: 

Not just who clicked your ad, but who actually took a meaningful step toward becoming a member.

Why, you may wonder, is that so important? We’re glad you asked.

Let’s say you’re spending $2,000 a month on Google Ads and you’re getting 500 clicks. 

That sounds great, right? 

But if you’re not tracking conversions, you have no idea if those 500 clicks resulted in zero tour bookings or fifty.

Without conversion tracking, you can’t measure your return on investment, you can’t tell which ads are working and which are wasting money, and you definitely can’t optimize your campaigns to get better results.

Conversion tracking gives you the data you need to make informed decisions about where to spend your advertising dollars and how to improve your campaigns over time.

The 4 Most Common Conversions Coworking Spaces Should Track

Not all conversions are created equal, and different coworking services require different types of conversions. 

Here are the most common ones you should be tracking.

1. Tour Bookings

This is the big one for most coworking spaces, especially when you’re advertising private offices or dedicated desks.

Tour bookings are a strong indicator of purchase intent. Someone who takes the time to schedule a tour is serious about finding office space. They’re not just browsing. 

They want to see your space in person, ask questions, and evaluate whether it’s the right fit for their needs.

For higher-value services like private offices and team suites, tour bookings are typically your primary conversion goal. 

You’re not asking people to buy an office sight unseen. Instead, you’re inviting them to take the next logical step in their decision-making process.

2. Form Submissions

Not everyone is ready to book a tour immediately. Some potential members have questions first:

• What are your rates? 
• Do you have availability for a four-person team? 
• Can you accommodate specific accessibility needs?

Form submissions let people reach out with questions or request more information without committing to a tour. 

This is a slightly softer conversion than a tour booking, but it’s still valuable.

Why?

Because it gets the person into your sales funnel so you can follow up and nurture them toward becoming a member.

3. Phone Calls

Some people prefer to pick up the phone and talk to a real person. Phone call tracking lets you measure how many people are calling your space directly from your ads.

This is especially important if your space caters to an older demographic or if you’re in a market where people prefer personal interaction over online forms. 

Phone calls can be just as valuable as tour bookings, and sometimes even more so, because you’re immediately building a relationship with a potential member.

4. Self-Service Bookings

For services like meeting rooms, day passes, or hot desks, you might offer instant online booking. 

In these cases, the conversion isn’t about getting someone to tour your space. It’s about getting them to complete a transaction right then and there.

Self-service conversions are particularly valuable because they represent immediate revenue. 

Someone books a meeting room, enters their payment information, and you’ve just made a sale, all without a single phone call or in-person meeting.

One Size Doesn’t Fit All: Matching Conversions to Your Services

Here’s something that trips up a lot of coworking operators: they set up one conversion goal for their entire Google Ads campaign and call it a day.

But here’s the reality: 

What works as a conversion for private offices won’t work for meeting rooms, and what makes sense for team suites doesn’t make sense for day passes.

You need to think strategically about what action you want people to take based on what they’re searching for.

High-Value, High-Commitment Services (Private Offices, Team Suites)

For these services, your conversion goal should almost always be a tour booking or a form submission asking for more information.

That’s because (virtually) nobody is going to sign a year-long lease for a private office without seeing the space first. 

The buying process is too complex, the investment is too significant, and there are too many questions that need to be answered.

Your goal with these conversions is to get qualified leads into your sales pipeline so you can nurture them through the decision-making process.

Low-Value, Low-Commitment Services (Meeting Rooms, Day Passes, Hot Desks)

For these services, you can often ask for a more direct conversion: complete the booking right now.

If someone is searching for “meeting room rental near me,” they’re probably looking to book something in the near future, or maybe even today. 

They don’t need to tour your space. They just need to see availability, confirm the price, and reserve the room.

The same logic applies to day passes or drop-in coworking access. These are low-risk purchases that people are comfortable making online without a lengthy sales process.

The conversion you optimize for should match where your potential member is in their decision-making journey:

• High-value services require a longer sales cycle with softer conversions like tour bookings
• Low-value services can drive immediate transactions with self-service booking conversions

If you’re trying to force people to book a tour for a meeting room or trying to get them to buy a private office without ever visiting your space, you’re setting yourself up for poor conversion rates and wasted ad spend.

Looking Beyond Conversion Rates: Why Optimizing for the Right Leads Matters More

Here’s where things get interesting, and where a lot of coworking operators get tripped up.

Most people obsess over conversion rate. And, honestly, that’s fair (at a glance).

After all, they want to see that percentage go up, up, up. 

And while conversion rate is absolutely important, it’s not the only metric that matters. In fact, sometimes chasing a higher conversion rate can actually hurt your business.

Here’s what we mean by that.

Conversion Rate vs. Lead Quality

Let’s say you’re running Google Ads for your coworking space, and you’re advertising everything: one-person offices, two-person offices, and large team suites for six or more people.

Your ads are generating a healthy conversion rate of 10%. 

Great, right?

Maybe.

But here’s the catch: you’re completely sold out of your one- and two-person offices. The only thing you have available right now is those larger team suites. 

So, while your conversion rate looks great on paper, the vast majority of those leads are dead ends. You can’t help them because you don’t have what they’re looking for.

Now, let’s say you adjust your campaign. 

You stop advertising the smaller offices entirely and focus exclusively on promoting your team suites. 

Your conversion rate drops to 6%. 

Uh-oh. On the surface, that looks like a step backward.

But here’s the reality: every single one of those leads is now a perfect fit for what you actually have available. 

You’re generating fewer conversions, but every single one of them is qualified and actionable. That 6% conversion rate is worth far more to your business than the 10% conversion rate that was full of leads you couldn’t serve.

Right-Fit Leads: The Promised Land of Ad Spend

This is why we always emphasize that conversion optimization isn’t just about driving more conversions. It’s actually about driving the right conversions.

If you’re advertising a service that’s rare or niche (like large team suites), you’re naturally going to have a lower conversion rate than if you were advertising something that appeals to a broader audience (like hot desks). 

There are simply fewer people searching for team suites.

But that doesn’t mean your campaign is underperforming. It means you’re being strategic about who you’re attracting and making sure every dollar you spend is going toward leads you can actually convert into members.

When a Lower Conversion Rate Is Actually Better

There’s another scenario where a lower conversion rate can be a good thing: when you’re deliberately filtering out unqualified leads.

Let’s say you run a premium coworking space with higher-than-average prices. 

If you prominently display your pricing in your ads or on your landing page, you might see your conversion rate drop. Some people will see the price and decide it’s not for them, so they won’t bother booking a tour.

Is that a bad thing? Not at all. 

You just saved yourself (and your sales team) the time and energy of following up with someone who was never going to become a member anyway. 

You’re trading a higher conversion rate for a higher close rate, and that’s a trade worth making.

Conversion rate is a useful metric, but it’s not the only one that matters. What really matters is whether you’re attracting qualified leads who are a good fit for what you’re actually offering.

If it makes dollars, it makes sense. A lower conversion rate that brings in the right leads is infinitely more valuable than a high conversion rate full of people you can’t serve.

4 Elements That Can Impact Your Conversions (And How to Improve Them)

Let’s say we’ve hit fast-forward, and you’re now tracking all the right conversions. 

You know which ones matter for your business, but what if your conversion rate is lower than you’d like? What can you actually do about it?

There are a few key factors that have the biggest impact on whether someone converts after clicking your ad.

1. Your Landing Page Experience

Where you send people after they click your ad matters a lot.

If you’re sending traffic to your homepage and expecting people to navigate their way to the right information, you’re going to see poor conversion rates. 

Your homepage is a catch-all that tries to serve everyone, which means it’s not optimized for anyone.

Custom landing pages that are specifically designed for the service someone searched for will always outperform generic website pages. 

These pages guide people through a focused journey, eliminate confusion, and make it easy to take the next step.

We’ve seen conversion rates jump significantly when we switch from sending traffic to a website to sending it to a well-designed custom landing page. 

The difference can be dramatic.

2. Above-the-Fold Content

The first thing someone sees when they land on your page—what’s “above the fold” before they scroll—has an outsized impact on whether they convert.

This is where you need your strongest imagery, your clearest headline, and your most compelling call to action. 

If people land on your page and immediately see exactly what they’re looking for, they’re far more likely to take the next step.

Small changes to above-the-fold content, like swapping out a hero image, tweaking a headline, or making your call-to-action button more prominent, can move the needle significantly on conversion rates.

3. Your Photography

You’re selling an experience. People need to visualize themselves working in your space before they’ll book a tour or sign up for a membership.

High-quality photography that showcases your space in the best possible light is one of the most powerful tools you have for driving conversions. 

Poor-quality photos (or worse, stock photos that don’t actually show your space) will tank your conversion rates faster than almost anything else.

The longer someone stays on your page looking at your photos and imagining themselves in your space, the more likely they are to convert.

4. Your Call to Action

Are you making it crystal clear what you want people to do next? And are you asking for the right action based on what they’re searching for?

If someone is looking for a private office and you’re asking them to “Contact us for more information,” that’s a weak call to action. “Book a tour” is much more direct and actionable.

If someone is looking for a meeting room and you’re asking them to book a tour, you’re adding unnecessary friction. “Check availability and book now” is what they actually need.

Your call to action needs to match the service, the stage of the buyer journey, and the level of commitment you’re asking for.

How to Know If Your Conversions Are Working

So, you’ve set up conversion tracking. You’re monitoring your numbers. But how do you know if things are actually working?

Here are a few key indicators to watch for:

You Can Clearly Trace Leads Back to Specific Ads

If someone books a tour, you should be able to see exactly which Google Ad they clicked, which keyword triggered that ad, and which landing page they visited. 

If you can’t connect those dots, your tracking isn’t set up properly.

This level of visibility is what allows you to optimize your campaigns. You can see which ads are driving qualified leads and which ones are wasting money.

You’re Getting Leads That Match Your Current Availability

If you’re sold out of one-person offices but you’re still getting ten inquiries a week for one-person offices, your conversion tracking might be working, but your campaign targeting isn’t.

Your conversions should reflect what you’re actually trying to fill. If there’s a mismatch, it’s time to adjust your ad copy, your targeting, or your landing page messaging.

Your Conversion Rate Is Improving Over Time

Conversion rates rarely stay static. As you test different headlines, images, calls to action, and landing page layouts, you should see gradual improvement over time.

If your conversion rate has been stuck at the same number for months, it’s a sign that you’re not optimizing. 

Small, consistent improvements add up to significant gains over the long term.

You’re Seeing a Positive Return on Investment

At the end of the day, the only conversion metric that truly matters is ROI:

• Are the conversions you’re generating turning into paying members? 
• Is the revenue from those members exceeding what you’re spending on Google Ads?

If you’re spending $3,000 a month on ads and generating $9,000 in new member revenue, your conversions are working. 

If you’re spending $3,000 and generating $1,500 in revenue, something needs to change, whether that’s your targeting, your landing pages, your conversion goals, or your overall strategy.

Getting Conversions Right for Your Coworking Space

Conversion tracking isn’t just a technical requirement for running Google Ads. It’s the foundation of everything that makes your campaigns successful.

Without it, you’re guessing. 

With it, you have the data you need to make smart decisions about where to spend your budget, which ads to run, and how to optimize your campaigns over time.

But here’s the thing: setting up conversion tracking properly isn’t always straightforward. It requires technical know-how, the right tools, and a clear understanding of what you’re trying to achieve. 

And once it’s set up, you need to continuously monitor, test, and optimize to make sure you’re getting the best possible results.

Many coworking operators don’t have the time or expertise to do this on their own, and that’s okay. That’s exactly why we specialize in Google Ads for the coworking industry.

We know which conversions matter most for different types of spaces and services. We know how to set up tracking properly so you can see exactly where your leads are coming from. 

And we know how to optimize your campaigns so you’re not just getting more conversions, but getting the right conversions that actually turn into revenue.

If you’re ready to stop guessing and start seeing real, measurable results from your Google Ads, we’re here to help.

Want to learn how we can build a conversion-focused Google Ads strategy tailored specifically to your space? Book a free introductory call to learn how Google Ads can bring new members into your space starting today.