- Client
- A serviced office operator with two regional centres
- Sector
- Serviced offices and co-working
- Region
- Two regional centres in the Midlands, one in a commuter town on a London rail line
- Channels
- Geo-targeted B2B podcast ads, SEO, Google Ads search
- Timeframe
- 2024 to 2025
Summary
A serviced office operator with two regional centres needed a steadier flow of enquiries. We ran podcast ads aimed at local business decision makers in the same area we were covering with SEO and paid search, so people who heard the name could find it the moment they searched. Search visibility grew in both locations, and the website became a reliable route for enquiries.
The challenge
Enquiries came in waves, not as a steady flow. The aim was to strengthen every stage of the funnel, so a more consistent flow of leads reached the website.
One centre sits in a town that buyers saw as a second choice to the city next door, and it gets little passing footfall. The building's real advantage was its fast rail link into London, but people had to know it existed first.
What we did
- Search where buyers look. We ran SEO for both centres, built around local office space, co-working and flexible serviced office searches.
- Paid search to catch intent. We ran Google Ads search campaigns that sent people straight to an enquiry form.
- Podcast ads on the same map. We ran audio ads aimed at B2B decision makers and geo-targeted to the town and the wider city, so the people hearing the name were the people we could reach in search.
- A fuller funnel. We mapped the journey from awareness to advocacy and set out website fixes to turn more visits into enquiries:
- a clear call to action at the top of mobile pages;
- click-to-call;
- an area page;
- a dedicated co-working page.
Results
- Search visibility grew in both locations.
- Organic visits turned into lead form enquiries at the second centre.
- Paid search produced form enquiries at a low cost per click.
- The podcast ads reached local decision makers with repeat exposure, in the same area we covered in search.
What's next
The next layer builds on the same area:
- remarketing, YouTube and Demand Gen;
- LinkedIn and Meta;
- outdoor, including a station billboard idea aimed at people who commute into London every day.
Takeaway
Awareness works harder when the same people can find you the moment they look. Put the audio and the search on the same map.
FAQ
Do podcast ads work for local businesses?
Yes, when they are geo-targeted to the area you serve and paired with search, so people can act on what they heard.
Which channels did this campaign use?
Geo-targeted podcast ads, SEO and Google Ads search, with remarketing and social planned next.