About Out of Order Spaces
Out of Order Spaces started when a design and fabrication studio needed a flexible, affordable workshop for welding, woodwork, and other fabrication. When they couldn’t find one, they built it.
Despite strong demand, they weren’t attracting enough bookings through Google Ads. Their previous ads lacked focus, leading to high costs and low conversion rates.
Challenges & Goals
Before launching the new campaign, Out of Order Spaces faced key challenges:
Irrelevant Leads – Many enquiries were unrelated to workshop rentals.
High Ad Costs – Budget was wasted on low-quality clicks.
Low Booking Rates – Users clicked the ads but didn’t book.
Inconsistent Demand – Some weeks had too many bookings, others had none.
Objectives
Attract professionals and creatives actively searching for workshop space.
Reduce wasted ad spend by refining targeting.
Increase workshop bookings while lowering costs.
Ensure a steady flow of new clients.
Our Approach
1. Creating a New Google Ads Campaign
We started fresh with:
Focused targeting to attract serious renters.
Cost-effective bidding for better ROI.
Refined ad structure to increase relevance.
2. Focused Keyword Targeting & Ad Group Segmentation
We targeted high-intent keywords, such as:
"Workshop Space for Rent in London"
"Industrial Space for Hire"
"Workshop to Let Near Me"
We created separate ad groups based on different workshop uses, ensuring bespoke ads matched search intent.
3. Smart Bidding & Campaign Optimisation
We launched with Max Clicks bidding to gather data. After recording enough conversions, we switched to Max Conversions with portfolio bidding, allowing us to:
Control CPC and CPA for cost efficiency.
Bid higher on valuable leads while reducing spend on low-quality clicks.
Improve conversion rates while keeping costs low.
4. Dynamic Keyword Insertion & Optimised Ad Copy
We used Dynamic Keyword Insertion (DKI) to make ads more relevant to search terms. This:
- Increased ad relevance → More engagement.
- Improved Quality Score → Lower CPC, better placement.
- Boosted click-through rates (CTR) → More bookings.
We also tested ad copy and used high-quality images of:
- Workshop layouts
- On-site equipment
- Professionals using the space
5. Optimised Ad Copy & Extensions
To improve engagement, they tested different ad headlines and descriptions while adding ad extensions for better performance:
These enhancements ensured ads were clear, informative, and action-driven, leading to more bookings.
5. Campaign Review & Continuous Optimisation
We monitored:
- Keyword performance – Removing low-performing terms.
- Ad engagement data – Refining copy for better results.
- Conversion trends – Identifying peak booking times and high-value customers.
Results: A High-Performing Ad Strategy for Workshop Bookings
More than 150 workshop space rental enquiries
Revenue grew by 320 percent, fueled by high-converting leads
Cost per conversion dropped by 40 percent, improving campaign efficiency
Expanded local visibility, with custom campaigns driving demand in specific areas
Why It Worked
Targeted ad groups & keyword strategy → Attracted serious renters.
Smart bidding → Lowered costs while increasing conversions.
Dynamic Keyword Insertion → Made ads more relevant.
Optimised ad copy & images → Increased engagement.
Continuous tracking & improvements → Ensured long-term success.
Final Thoughts
By creating a new Google Ads campaign, refining targeting, and optimising bidding, we successfully increased workshop bookings while reducing costs.
Let’s take your business to the next level. Get in touch today and let’s make it happen!
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