How Think Tank Cowork Used Google Ads to Boost Occupancy to 95%

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.

Transforming a Historic Space Into a Coworking Hub: Meet Think Tank Founder Shane Kidwell

Think Tank Cowork in Everett, Washington, wasn’t originally built with coworking in mind. CEO Shane Kidwell, a former firefighter turned entrepreneur, initially created the space for his own businesses—a mortgage company, an insurance firm, and a consulting practice. 

But what started as a personal solution quickly transformed into a vibrant coworking community. 

“At first, it was just about solving my own problem—having an office that fit my needs,” Kidwell explains. “But as I worked in the space, I realized that other professionals needed the same thing.”

He elaborates, “People were looking for an inspiring environment, a place where they could connect and collaborate without the rigid structure of a traditional office.”

But after pivoting toward coworking, Think Tank had one big glaring challenge: filling its offices consistently.

“We had no consistent plan or metric for growth,” Kidwell says. “I knew how to design a space that made people say, ‘Wow, this is cool.’ But a vibe means nothing if there’s nobody there to appreciate it.”

While he tried everything he could think of to bring in new members, Kidwell couldn’t seem to get the right people through the doors at Think Tank. 

That’s when he had a critical realization. 

“A great marketer once said, ‘If you try to sell to everyone, you sell to no one,’” explains Kidwell.
“That really resonated with me because, early on, I was trying to get anyone in the door.”

This philosophy spurred a massive pivot for Think Tank.

Using Google Ads to Go From Trial-and-Error to Predictable Growth

Before diving into Google Ads, Think Tank tried nearly everything—social media, networking groups like BNI, hosting events, open houses, and even door-to-door outreach. 

“What I found in my market is that people don’t just happen to trip over a coworking space while they’re out walking around my town,” says Kidwell. “It’s an intentional thought process. They’re sitting at home or at a traditional commercial office, wanting something different. Then, they’re getting online and looking for what’s different. So, if I can push my building in front of them, then that’s all the better.”

Frustrated with the trial-and-error approach to marketing and tired of wasting his time with unqualified leads, Kidwell decided to try something new. 

That’s when he reached out to us.

“I’ve always believed in learning from people who are further down the road than I am,” he says. “That’s how I found Spacefully.”

Unlike broad, ineffective marketing tactics, we used a highly targeted Google Ads strategy to put Think Tank directly in front of people actively searching for office space in Everett. 

Rather than pushing coworking on the wrong audience, we focused on putting Think Tank in front of the right audience at the right time—the ones who were already looking for what Think Tank provided. 

“Spacefully figured out who was already searching for spaces like ours and put us in front of them,” he says. “They helped us define exactly who our ideal members were so that we stopped trying to bring in just anyone and focused on the right people who actually needed what we offered.”

The Four-Part Strategy That Took Think Tank from 50% to 95% Occupancy

After recognizing that Think Tank’s audience needed a different approach, we focused on four key strategies to drive results:

A refined marketing approach, eliminating time-wasters and focusing only on ideal prospects

Keyword and audience research to identify the highest-converting search terms to make sure Think Tank appeared in front of the right audience at the right moment

Optimized Google Ads campaigns designed to reach motivated prospects actively searching for office space

A streamlined booking process, ensuring that those who scheduled tours were highly qualified leads 

Creating Consistent Predictable Growth for Think Tank with Google Ads

Once Think Tank’s Google Ads campaigns went live, qualified leads started rolling in quickly.

“Within three months, we saw the difference,” Kidwell says. “It was like clockwork. I’d get these notifications—‘You have a booking, you have a booking.’ And every time, it was someone who was already convinced they needed a space. They weren’t just ‘checking it out.’” 

He elaborates, “That changed everything. It became predictable, which was exactly what we needed. But beyond just the revenue impact, it was a huge shift in how I spent my time. Instead of wasting hours giving tours to people who were never going to sign up, I was now only meeting with serious prospects who had already shown intent. This helped me focus on growing the business instead of chasing leads that would never convert.”

Before partnering with Spacefully, Think Tank was operating at around 50% occupancy, with many private offices and desks sitting empty despite Kidwell’s marketing efforts. 

“We had this incredible space but no predictable way to keep it full,” he says. “Today, we’re around 95% full, with a waiting list for private offices and nearly all our desks filled.”

More importantly, the shift allowed Kidwell to refine his business model. 

“We realized our members wanted great internet, a well-maintained space, and an easy experience—not a concierge service,” Kidwell explains. “That shift allowed us to focus on efficiency and sustainability.” 

Instead of relying on costly full-time staff, he reinvested in infrastructure that improved the member experience—like backup internet and better amenities.

“We cut our staffing costs from $8,000 a month to about $1,500,” Kidwell explains. “And instead of just pocketing that savings, I put it into things that actually made Think Tank better—backup internet, better furniture, improving the space in ways that made people want to stay. That’s been the real game-changer.” 

Lessons from Think Tank: Shane Kidwell’s Advice for Fellow Coworking Operators

For coworking operators struggling with low occupancy and inefficient marketing, Kidwell offers this advice:

• Outsource what you’re not great at: Your time is better spent running your business, not figuring out Google Ads.
• Have a plan: Knowing your numbers, and pinning down your goals helps you to identify what services will yield the highest return on investment.  
• Sell high-value memberships first: Start with private offices before expanding to coworking.
• Find the right audience: Instead of hoping the right people walk through your door, target them online when they’re actively looking.

Build for sustainability: A predictable, well-structured marketing strategy means fewer headaches and more long-term success.

Smart Growth and Strategic Expansion: The Future of Think Tank CoWork

With occupancy near full capacity, Kidwell’s next move is seamless automation—creating a one-touch solution for access, bookings, and amenities.

“We’re building something that runs itself,” he says. “Long-term, I want this to be a brand that stands on its own, not something dependent on me being here day-to-day.”

That vision will enable future expansion, potentially through franchise or brand partnerships with larger developments. 

“There’s a lot of trust fund-backed real estate out there with zero creativity,” Kidwell says. “We bring the creativity, the process, and the brand.”

Ready to Fill Your Coworking Space with High-Quality Members?

Spacefully’s Google Ads strategies helped Think Tank CoWork go from inconsistent occupancy to near-full capacity in just a few months. Could your space be next? Book a free introductory call today and start turning searches into bookings.