Learn how I helped the team at BizSpace grow awareness of their brand, products and services, resulting in a 410% ROAS on paid search channels.
Strategy & Planning
Google Ads
Microsoft Ads
Martech Solutions
BizSpace is the UK’s largest regional flexible workspace provider, offering various workspaces such as offices, studios, workshops, light industrial spaces, and storage units to businesses of all sizes on flexible terms.
Operating since 2000 and now part of Sirius Real Estate, BizSpace provides simple, affordable, and adaptable spaces in convenient regional locations across the UK.
The team at BizSpace challenged me to help them achieve their ambitious growth goals. This involved moving away from their reliance on brokers and agents, and growing their inbound qualified leads, and revenue directly generated from their website. As part of our wider digital marketing strategy we decided that we would tactically invest in paid search to help us achieve our goals.
In our 2nd year of working together, I developed a complete, multi channel digital marketing strategy for BizSpace, which included an investment in paid search channels. From a strategic perspective, our initial and primary focus was Google Ads and then at a later date, Microsoft Ads. The market we were advertising in was fiercely competitive so we had to ensure we were very targeted in our approach both audience wise and geographically.
Google Ads was our choice for foundational build, where we built out highly targeted search campaigns.
Using our learnings and data from Google Ads, we tailored campaigns on Microsoft Ads to the platform’s nuances, to drive incremental growth.
As with most B2B brands, one of the bigger challenges when it comes to measurement and data is communicating to Google or Microsoft the correct value of offline data whether it be email or phone based.
I created a measurement plan which made use of the GA stack with call tracking solutions to provide a comprehensive view of where our most valuable conversions were coming from.
We then used a combination of enhanced conversions, offline conversion imports and a conversion value matrix to join the dots between our offline data and the paid search platforms. Data freshness was very important to us and we automated our solution to sync this data on a daily basis.
"I’ve worked with Chris for over three years at BizSpace. He’s been a strategic partner and a practical pair of hands as well. Chris built our measurement foundations: GA4 migration, GTM tagging and consent management - and then led the work that actually moved the dial: search and content strategy, digital PR, paid search and conversion improvements.
He is calm, commercially minded and relentlessly focused on outcomes. He brings clarity to complex problems, aligns stakeholders, and trains the team so the capability stays with us. The results speak for themselves with year-on-year growth over our years of collaborating. Beyond the numbers, I value his integrity, pace and ability to communicate with board-level confidence while staying hands-on with the detail. If you need someone who will both shape strategy and deliver it, I highly recommend Chris."
"If you are looking for a knowledgeable, hard-working, and dedicated person to help with any of your digital marketing needs, Chris is your man!
We've worked together for over 2 years now, and I can truthfully say he's one of the most impressive digital marketers I know. Chris has a real passion for everything digital. He's incredibly well informed and always stays on top of the latest trends and best practices.
If you're looking for a someone who can make a real impact, I couldn't recommend Chris more!"
Outlined below are a selection of the top level results we achieved together over the last 2-3 financial years.
407%
ROAS Achieved
A 407% ROAS was achieved for the full FY, with a 246% improvement achieved to the ROAS when compared YoY.
YoY growth in qualified leads for the financial year from paid search channels.
YoY decrease in cost per qualified lead from paid search channels.
YoY growth for new client tenancy sign ups for the financial year from paid search channels.