Driving lead generation for Regus through smart remarketing campaigns

2021 marked six years of Croud’s partnership with IWG, whose brands include Regus, Spaces and Rovva. From starting out managing a handful of PPC accounts, Croud now runs global digital strategy and media management for many of IWG’s brands in over 100 markets.

Impacted by the pandemic, focus was placed on the Regus brand of serviced offices. Regus’ vast global scale meant that Croud needed to deliver personalised creatives at scale.

Croud’s programmatic team set out to develop a campaign to remarket to Regus’ most relevant audiences to ultimately drive lead generation.

Croud’s programmatic team proposed to create a display ad strategy which used data to tailor creative assets for remarketing audiences.

We laid the foundations by setting a cost-per-lead (CPL) target, and with the help of Croud’s data science team, aimed to leverage dynamic creative optimisation by creating a custom product feed to serve location-specific images to relevant users only. Croud’s programmatic team created a fully adaptable display ad that was custom designed with on-brand elements that stayed hyper-relevant to its audience.

The programmatic team’s use of custom audiences built in GA360 enabled us to track which audiences were engaging the most with the ads and therefore most likely to convert, allowing ongoing optimisations and easy scaling of the campaign across multiple locations.