Coworking Network in Kyiv — BeeWorking
About the Project:
The network consists of two coworking spaces located in Kyiv — one in the Holosiivskyi district and one in Podil.
Previously, advertising was handled by other contractors, but the results were unsatisfactory.
Monthly ad budget: $400
Goal:
Find a traffic source that would consistently bring in new clients to the coworking space.
KPI: Cost per lead no higher than $10
Work Done:
After conducting a briefing with the client, we determined that the primary focus should be on generating leads for office space rental, while also continuing to attract freelancers who might want to book individual workspaces.
The project already had a good website and an Instagram page, which was being managed by an SMM team.
Based on my experience and working hypotheses, I decided to start with “Messages” and “Lead Form” objectives, postponing the use of the website as a landing page for later.
While the SMM team was preparing Instagram content, I analyzed:
- Competitors: their ad formats, offers, and target areas
- The target audience
- Potential offers and positioning for creatives
I then developed a launch strategy, and also integrated Facebook with the client’s CRM system using Apix-Drive, so that managers could process leads efficiently.
Results:
I launched two campaigns — one with the "Messages" objective, the other with "Lead Form".
Each campaign had 2 ad sets with different targeting settings, so the audiences wouldn’t overlap and drive up auction costs.
To my surprise, the Lead Form objective brought no results, neither from freelancers nor from the office rental segment.
In contrast, the “Messages” campaign performed well.
I tested new Lead Form campaigns with different offers and settings, but they also failed to convert.
So, moving forward, I focused exclusively on the “Messages” objective, varying the angles and ad creatives.
New Direction — Events & Content Creation:
After about two months, I came up with the idea to run ads for event organization, podcast recordings, and content creation.
The coworking spaces offered versatile and beautifully designed locations for such needs.
This direction quickly became the main focus of our advertising because it delivered more leads — and more importantly, those leads converted into actual bookings.
It also showed the lowest cost per message.
Example of audience targeting settings for this campaign:
In addition to conversion-focused ads, we also ran Instagram post promotions for reach — at the client’s request.
