How to Run Google Ads Campaigns for Multi-Location Coworking Spaces

Leveraging Google Ads for a single-location coworking space is one thing, but doing it across multiple locations requires a different kind of approach.

How do you go about allocating your available ad dollars? How do you measure success? And how do you prioritize one space over another?

At Spacefully, we get asked these questions all the time. So, we wanted to dive into the topic in-depth. 

Here are four considerations for how to optimize Google Ads for multi-location coworking spaces.

Identifying Geographical Overlaps

The first thing to think about is the location of your coworking spaces and their proximity to one another. 

If your spaces are really far apart from each other, it’s safe to assume that your target members would not have the option to choose between them—they’d just use the one closest to them.

So, while there might be some brand efficiencies you could take advantage of when running Google Ads for your spaces, you’d ultimately want to treat them as their own unique locations, each with their own Google Ads campaign. 

On the other hand—and this is where things get interesting—you might have two or more locations that are in reasonably close proximity to one another—close enough that your members could, in theory, choose between them.

We already know what you’re thinking… 

Question: what constitutes a “reasonably close proximity?”

Answer: two spaces within 60 minutes of one another.

Wondering how we got that number?

Well, our data shows that most coworking members live within 15 to 30 minutes of their respective space.

So, if you were to drop them right in the middle of two locations that are 60 minutes apart, that would be 30 minutes to either—giving them the choice between the two.

The rest of this article will focus on how you should run Google Ads to two or more coworking locations that are in close geographical proximity to one another.

Structuring Your Google Ads Strategy

If your coworking spaces are in a reasonably close proximity to one another, there are a few important things to think about in order to properly structure your Google Ads strategy. 

Shifting Budget Between Locations 

In multi-location scenarios, we often see coworking operators needing the ability to shift budget back and forth between locations depending on their needs and vacancies.

For instance, if Location 1 fills up, you may want to divert some of your Google Ads dollars to help fill suites in Location 2 or Location 3.

This is absolutely possible—it’s just a matter of putting proper segmentation in place so that you can move money to where you need it most.

Reporting for Each Space

If you have multiple locations where finances are handled independently of one another, you may need to set up your campaigns so that you can draw a line between the two spaces and ensure you have the ability to report on your Google Ads spend for Location 1 versus Location 2 (and so on). 

Activating and Pausing Leads As Needed

The same way you may need to divert ad budget between two spaces, you might also need the ability to activate or deactivate leads for a certain space based on capacity and availability. 

For instance, if you’re out of availability for dedicated desk memberships and your waitlist is full, you could temporarily shut off ad budget to that service so that you’re not paying for clicks that you don’t need. 

In this case, your best bet would be to create multiple tracks—these are what we, at Spacefully, call individual ads campaigns targeting specific services, and you can read more about them here. 

So, if you were running a track for private office suites at both locations, rather than having one “private office suites” track for both locations, you’d want to set up one track each for Location 1, Location 2, Location 3, and so on. 

Advertising for Promotions, Discounts, or Offers 

If you’re launching a new location and are going to be running promotions, discounts, or special offers—such as early-bird rates—you’d want to display those ads only for the new location and not for your existing ones. 

In this instance, you would need to once again run individual “tracks” for those special offers and have them targeting only the demographic in that region.

Tweaking Your Localization Settings

There are a few location-based complexities when it comes to promoting multiple coworking spaces with Google Ads versus just one.

Managing Google My Business

Google Ads are actually linked to Google My Business. So, by default, it will try to make the decision for you between which of your spaces should be shown to which searchers based on where they’re searching from.

Much of this is based on your Google Ads targeting settings, but it’s important to understand that Google doesn’t always get this right.

In other words, it might not promote the location that you want it to promote. 

With that being said, if you want to be more specific you can do so by excluding certain Google My Business locations within certain campaigns.

Managing Google’s Various Ad Formats 

Google Ads has various extension types, like call-out extensions, promotions, and pricing. These can be incredibly helpful in providing people with useful information, but it’s only helpful if they’re applicable and relevant to both locations.

If not, it’s important to make sure you run individual tracks for each one so that you’re not causing confusion for people researching whichever of your spaces is in the closest proximity to them. 

Deciding What You Want to Show in “Near Me” Searchers

Another interesting consideration is what you actually want people to see when they search for “thing near me.” 

Consider your offering.

Let’s imagine that someone is searching for “meeting rooms near me.” Which of your spaces is best suited to meet that need?

If, say, Location 1 only has a single large boardroom, it wouldn’t be much use to that searcher. So, they probably wouldn’t come to you.

On the other hand, let’s say that Location 2 has a large variety of small, medium, and large meeting spaces.

You might want to run a track focused on meeting rooms to promote Location 2, even if it’s not technically the closest to your searcher.

Your ad dollars will be much more effectively spent when you appeal to what they’re actually looking for.

Optimizing the Customer Experience

Now that you have real insights into what people are searching for and what you want to promote, what steps can you take to enhance that searcher’s experience with your coworking space? 

There are a few things we’d recommend that you implement to help with this. 

Telephone Routing 

When it comes time for people to get in touch with one of your spaces via your Google Ads, it’s wise to implement telephone routing to ensure they’re connected directly with the space they’re interested in.

While this might not seem like a big deal, it can go a long way in enhancing your customer’s experience and making your lead management more efficient.

Call routing essentially means that, when a lead calls your phone number, they get the option to choose which space they’re interested in—for instance, pushing one for Location 1 or pushing two for Location 2.

This saves your leads from having to explain what they want when they call in. It also avoids misinformation, such as discrepancies between availability, pricing, and hours between your multiple coworking spaces. 

Lead Routing

Just like phone routing, lead routing is another way to make it easier and more efficient for your potential members to get where they want to go.

This can be as simple as including a dropdown menu on your landing page where they can choose, such:

• Location 1
• Location 2
• Location 3
• I’m not sure

This will help them access the right person more quickly, or to contact someone for general information if they’re unsure which is right for them. 

A lot of this is quite dependent on the size and organization of your team.  For larger teams a round-robin approach can help evenly distribute the leads to a different individual team member each time.

Contact Ownership Assignment 

While this is directly connected to Google Ads, it’s something you’ll probably need to tweak in your Customer Relationship Management platform.

Essentially, the key is to ensure that each contact has an owner so that the contact owner can get in touch promptly.

Contact owners could be assigned based on a number of different criteria, including:

• Contacts for each coworking space location
• Contacts for meeting rooms and event spaces across one or all locations
• Contacts for individual services across one or all locations

Ultimately, it comes down to deciding what makes the most sense for your business.

Understanding Your Campaign Metrics

Measuring the ROI of your Google Ads campaign for a single location is simple enough: you only need to track and monitor data for one space.

This gets a bit trickier when you’re measuring metrics across multiple locations.

Why?

Because it pertains to both your budget as well as to your individual goals for each space and the ROI you’re receiving with respect to those locations. 

In order to do this effectively, you need to ensure you’ve got the right structure or questions in place.  

Here are a few things to consider. 

Campaign Groups 

While it’s one of Google Ads’ lesser-known features, you can create Groups of Campaigns which helps you to organize your account with a more structured approach. This also allows you to set specific performance turrets for the entire group and can provide you with simplified reporting. 

Shared Budgets

This function enables a single budget to be shared among multiple campaigns. Let’s say, for example, that you have a fixed monthly marketing budget on a per-location basis. Google Ads’  Shared Budgets function allows you to create one budget for all of the campaigns which promote that particular location. 

So, if you have individual campaigns running for Meeting Rooms, Dedicated Desks, and Private Offices for one of your locations but you didn’t want to assign set budgets for each, this function would allow you to fund all of your campaigns from one central budget. 

This can help minimize your unused ad spend by allowing Google to reallocate it towards other campaigns which may have originally been limited by budget.

Running Google Ads is an incredibly powerful tool when it comes to filling any number of coworking spaces within your brand. But when you’re looking to run ad campaigns for multiple different spaces at once, it takes a bit more strategic planning.

If you answer “Yes!” to any of the below for your coworking spaces…

• I want to generate more leads, every day
• I want to improve the quality of leads we receive and book more tours
• I want my marketing to be in lockstep with locations and occupancy goals
• I want to accurately measure and maximize my ROI on our Google Ads budget

Let’s talk.  Click here to book a free 15-minute consultation.