A vacant suite is the one thing in your business you can't make up later. Google Ads is the channel that can react to it this week: a campaign for one building and one product, switched on when the space comes free and wound back when the agreement is signed.
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Most of what goes wrong in a serviced office account comes from mixing things together. A boardroom booking worth a few hundred dollars and a twelve-month suite agreement worth many thousands get counted as one "conversion", and the bidding learns to chase whichever is easier. The cheap one wins, and the suite stays empty.
We haven't published results for a serviced office operator yet, and this page quotes no click prices. We would price your suburbs in Google's Keyword Planner before suggesting a budget. What follows is how we would structure the account, and the published multi-location campaign it's modelled on.
Designed so every dollar can be traced to a building and a product.
Each centre gets its own campaigns for suites, coworking, virtual office and meeting rooms, with separate budgets. A full building can be paused without touching the one that's half empty.
A tour request for a suite, a virtual office sign-up and a room booking are recorded separately, each with a value you agree to, so bidding isn't steered by the cheapest action.
We ask for your availability on a set rhythm and move budget to match it. When a floor fills, the money goes elsewhere.
Office furniture, office jobs, cleaning, long-term commercial leases you don't offer, serviced apartments and other operators' member logins are all likely waste. The search terms report tells us what else to add.
A suite ad for one building lands on that building's suite page, with sizes, a "from" price, photos and a tour form that asks for team size and move-in date.
We check whether marketplaces or competitors are advertising on your centre's name, and run a low-cost brand campaign if they are.
Calls, forms and bookings are measured. Where your CRM allows it, tours and signed agreements are passed back to Google, so the account learns from tenants, not form fills.
We look for these first in any audit.
"Flexible workspace" as a single campaign hides which building and product is paying its way.
People choose an office by commute. We set the area around each building from where your current members travel from, not from the metro boundary.
Advertising a suite size that's fully let brings enquiries you have to turn away. It also teaches Google to find more of the wrong team.
Supplier pitches, job seekers and existing members all fill in forms. Until those are filtered out, cost per enquiry flatters the account.
We haven't published results for a serviced office operator yet. Our nearest published Google Ads work is KPark, which operates several car parks around Adelaide. Its Search and Performance Max campaigns were structured around its key locations, the same principle we would apply to your buildings. Together they generated more than 800 conversions, Performance Max reached a cost per conversion of $2.60, Search click-through rates stayed above 7%, and the ads were served more than 866,000 times. A parking booking is a small, quick purchase. An office agreement is neither, so your cost per enquiry will be much higher than KPark's figure, and none of this is a forecast.
DMT's Google Ads management starts from $1,000 a month plus GST, which covers one campaign with up to 3 ad groups and up to $5,000 in monthly spend. That fits a single centre advertising one product. A structure by building and product needs the $1,500 tier, which covers Search and Display campaigns, remarketing audiences and up to $15,000 in spend, or the $2,500 tier for larger accounts. We recommend at least $2,000 a month in Search spend, paid directly to Google and never marked up. Our Google Ads cost guide explains how click prices are set.
Australian Consumer Law applies to every ad. A "from" price has to be one a customer could really pay for space that's really available. The ACCC says the total price must be shown as a single figure including unavoidable fees, and that GST can be left out only where prices are displayed solely to other businesses. Virtual office and coworking ads can reach sole traders and the general public, so we raise how your prices are shown rather than assume. Claims like "cheapest" or "most flexible" need proof. This is general information, not legal advice.
Pricing claims in ads: ACCC, price displays. KPark figures: published case study. Management fees: DMT pricing.
It's rarely where we would start, and we would check Google's current trademark policy before writing any such ad. Those clicks come from people looking for someone else, they cost more to convert, and it invites the same in return. Suburb and product searches come first.
The suite campaign for that building is paused or cut to a waitlist page, and the budget moves to another centre or to meeting rooms and virtual offices, if those still have capacity. That flexibility is the main reason to run Ads at all.
We wouldn't plan on it. The realistic aim is a larger share of direct enquiries, measured against what the other channels cost you per signed agreement. Our serviced office marketing page covers how the channels fit together.
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