Background
CoHive, formerly EV Hive, is an Indonesian coworking company offering flexible workspace, business services and networking for entrepreneurs and startups. In June 2019 it raised US$13.5 million in a round led by Korea’s Stonebridge Ventures, and it has grown beyond coworking into living spaces (CoLiving) and retail services (CoRetail).
An organized, efficient Google Ads account structure was the main goal: it would help CoHive balance budgets, spend more efficiently and drive better campaign performance.
Pain points
CoHive had used the same Google Ads account structure for more than two years. Our audit scored the account 10 out of 45 and showed structural issues that blocked efficient lead capture and growth: 80% of budget went to low-efficiency keywords and 37% of spend produced no conversions. There was clear room to raise conversion rate and add remarketing.
What we did
Deep dive into the existing structure
We analysed the existing account, kept the high-performing and high-volume keywords and ad copy for the new structure, and removed low-volume and duplicate keywords and ads. The insights went into a new structure built on our best practices, with a campaign optimization log.
A funnel-based account structure
We built a campaign planning sheet with the new structure and consistent campaign naming, so reporting data is easy to pull. A keyword match-type strategy kept traffic efficient and relevant, and ad messaging across the account was rewritten to fit the new structure and improve engagement.
Result
In the first three months, CoHive’s conversion rate rose 19.12%, CPC fell 65.59% and cost per conversion fell 70%, exceeding its goals.
