Workshop Space Google Ads Case study
How We Increased Workshop Bookings for Out of Order Spaces with Google Ads
Even with strong demand in the market, their Google Ads campaigns weren’t generating sufficient bookings.
Unfocused ad copy drove up costs while delivering poor conversion rates.
320%
150
320%
40%
The Client
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
Where they were vs
where they needed to go.
Challenges
| Issue | Impact |
|---|---|
| Irrelevant Leads | Many enquiries were unrelated to workshop rentals. |
| High Ad Costs | Budget was wasted on low-quality clicks. |
| High conversion costs | Acquisition became unpredictable |
| Inconsistent lead flow | Problems in planning and growth. |
Goals
| Target | Outcome Needed |
|---|---|
| Professionals and creatives actively searching for workshop or studio space | Generate high-intent enquiries from prospects ready to book, not passive browsers. |
| Ad spend directed only at relevant, high-intent audiences. | Eliminate budget waste by refining targeting so every pound spent reaches the right people. |
| Qualified leads most likely to convert into bookings. | Drive more workshop reservations at a lower cost per booking, improving overall campaign profitability. |
| A consistent pipeline of new prospects entering the funnel. | Maintain predictable booking levels by continuously attracting fresh, relevant leads month after month. |
Approach
Six steps to a
better-performing account.
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.
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.
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.
Dynamic Keyword Insertion & Optimised Ad Copy
We used Dynamic Keyword Insertion (DKI) to make ads more relevant to search terms. This led to:
- 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
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.
Campaign Review & Continuous Optimization
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
High-Performing Ad Strategy for
Workshop Bookings
150+
320%
40%
Why It Worked
Smart Google Ads optimisation drove higher-quality leads at lower cost.
Targeted ad groups & keyword strategy
Only attracting people already looking for the specific service removed wasted budget immediately.
Smart bidding
Reduced costs while increasing conversions.
Dynamic Keyword Insertion
Made ads more relevant.
Optimised ad copy & images
Carefully crafted ad copy paired with high-quality, eye-catching images drove stronger audience engagement and higher click-through rates.
Continuous tracking & improvements
Ongoing performance monitoring, A/B testing, and data-driven adjustments ensured sustained growth and long-term campaign success.
The Impact
Final Thoughts
By creating a new Google Ads campaign, refining targeting, and optimizing bidding, we successfully increased workshop bookings while reducing costs.
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