How Ben increased Work.Life's tour bookings by 70% across 10+ London locations

The client

Work.Life operates beautifully designed flexible workspaces across London and Manchester, offering private offices for teams of 1-40, coworking memberships, and meeting room hire. As a B Corp certified business, they attract startups, SMEs, and growing teams who value community, sustainability, and design-led workspaces. Their locations span premium London areas including Soho, Holborn, Fitzrovia, Camden, Old Street, Bermondsey, Borough, Hammersmith, and more.

The challenge

Before Ben took over, Work.Life's Google Ads were structured around just four generic campaigns covering all locations. The account was burning through budget with broad match keywords like "office space London" and "coworking" without any location segmentation. The result was expensive, untargeted traffic that rarely converted into the metric that actually mattered: tour bookings.

The fundamental problem was a one-size-fits-all approach to a business that is inherently location-specific. Someone searching for "coworking space Soho" has completely different intent and expectations to someone searching for "office space Camden." Treating them identically was costing Work.Life thousands in wasted spend every month.

The strategy

Ben's strategy centred on one principle: treat every location as its own business. Each Work.Life space has different pricing, different competitors, different transport links, and different types of members. The Google Ads needed to reflect that reality.

Location-specific campaign architecture

Ben rebuilt the entire account from scratch. The old 4-campaign structure was replaced with 12 location-specific campaigns, each with tightly themed ad groups covering:

• Private office searches (e.g., "private office Holborn", "office space near Holborn station")
• Coworking searches (e.g., "coworking space Soho", "hot desk Soho London")
• Meeting room searches (e.g., "meeting room hire Camden", "boardroom rental North London")
• Brand + location modifiers (e.g., "flexible workspace Bermondsey", "shared office Borough")
• Competitor conquesting (e.g., "WeWork alternative Shoreditch", "Regus vs coworking Old Street")

Precision geographic targeting

Rather than targeting "London" as a single entity, Ben implemented radius targeting around each workspace. Each location campaign used a 3-5 mile radius centred on the workspace, with bid adjustments based on proximity. Searches from within 1 mile of a location received a +25% bid increase, as these users were significantly more likely to book a tour.

Audience layering

Ben layered audience signals on top of keyword targeting to ensure ads were prioritised for the right people:

• In-market audiences: Commercial real estate, office space, business services
• Custom audiences: Built from competitor URLs (WeWork, Regus, The Office Group) and industry terms
• Remarketing: Visitors who viewed specific location pages but did not book a tour
• Demographic: Focused on 25-54 age range, higher household income tiers
• Job function targeting: Business owners, directors, office managers, operations leads

Conversion tracking overhaul

The existing tracking setup was missing critical conversion points. Ben implemented:

• Calendly tour booking tracking with value assignment (£500 estimated value per tour based on historical close rate)
• Phone call tracking with 60-second minimum duration filter to exclude spam
• Online enquiry form submissions with location attribution
• "Book online" button clicks tracked as micro-conversions
• Cross-device conversion tracking to capture users who searched on mobile but booked on desktop

Ad copy that sells each location

Generic ad copy was replaced with location-specific messaging that highlighted what makes each workspace unique. For example:

Landing page recommendations

Ben recommended sending traffic to location-specific pages rather than the homepage. Each landing page needed to feature the specific location's images, pricing, transport links, and a prominent "Book a tour" CTA above the fold. The homepage had been receiving 73% of paid traffic despite having a conversion rate 4x lower than dedicated location pages.

Results by the numbers

The most significant shift was in lead quality. Before the restructure, Work.Life's sales team reported that roughly 40% of tour bookings from Google Ads were "tyre-kickers" - people who had no realistic intention of taking office space. After Ben's rebuild, this dropped to under 15%, meaning the sales team were spending their time with genuine prospects rather than wasting hours on unqualified tours.

The 90-day execution roadmap

Key takeaways