The Challenge
JustCo is a coworking workspace for individuals and companies.
In search, JustCo was losing search share and opportunity to other players in the market, in a competitive industry. Its main goal was to acquire more search visibility and enquiries from business owners looking for office rentals in the central business district (CBD).
On Facebook, JustCo faced a challenge in generating qualified leads for its range of office rental solutions, including private offices, enterprise spaces and hot desks, across its Thailand branches. Despite being located in sought-after areas of Bangkok, the company saw a decline in lead volume and a rise in cost per acquisition (CPA) over the previous 3 months. The key focus was to drive better lead performance for the One City Centre (OCC) branch while staying within budget.
For a Facebook lead campaign, JustCo had an increased budget across a few months, and its goal was to achieve a 3-digit volume of leads.
Our Approach
Search
JustCo engaged Primal with the main goal of capturing search visibility for highly competitive keywords, such as “co-working space + location variations”, which were previously dominated by other players in the market.
Paid Media, Thailand Branches
Primal approached this challenge with a targeted, data-led strategy to improve lead generation. This included creating refined lookalike audiences based on a selected list of past qualified leads, to ensure outreach to high-intent prospects who mirror existing customers.
In addition, precise audience segmentation was used to serve relevant messages to the right audience at the right time.
Facebook Leads, Increased Budget
Multiple ad promotion variations were launched to achieve the targeted leads. The campaign was restructured with different objectives, based on lead generation and website conversions.
Optimum interest targeting was defined for audiences through Google Analytics, lookalike audiences and 3rd-party platforms.
Outcomes Achieved
- 374%Increase in Goal Completions (Search)
- 112%Increase in Leads Within 3 Months (Paid Media, Thailand Branches)
- 50%Cost per Lead Decrease in 3 Months (Paid Media, Thailand Branches)
- 65%Increase in Conversion Rate in 3 Months (Paid Media, Thailand Branches)
- 430%Increase in Leads (Facebook Leads, Increased Budget)
- 20%Decrease in Cost per Lead (Facebook Leads, Increased Budget)
Key Insights
- The search work targeted highly competitive keywords, such as “co-working space + location variations”, which other players in the market had dominated.
- For the Thailand branches, lookalike audiences came from a selected list of past qualified leads, to reach prospects who mirror existing customers.
- With an increased budget, the Facebook lead campaign was restructured with different objectives, based on lead generation and website conversions.
- In both pieces of Facebook work, leads increased and cost per lead decreased.
