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the last 30, 90 and 365 days, and the 60 days before Boca fills back up
Prepared for Charles, Amanda Zook and the 980 Spaces team
Twelve months of marketing brought in 607 leads and signed 34 members worth $19,780 a month. Cost per lead fell 41% this summer and the share of leads going cold dropped from 79% to 6%.
| Window | Media spend | New leads | Cost per lead | Members signed | Signed monthly value | Leads gone cold | Site sessions | Form submits |
|---|---|---|---|---|---|---|---|---|
| 30 days Aug 9 to Sep 7 | $1,071 | 33 | $32 | 3 | $1,075/mo | 6% | 311 | 31 |
| 90 days Jun 10 to Sep 7 | $2,912 | 114 | $26 | 7 | $3,325/mo | 57% | 1,041 | 124 |
| 365 days Sep 8, 2025 to Sep 7, 2026 | $23,424 | 607 | $39 | 34 | $19,780/mo | 79% | 4,943 | 419 |
Cohort basis: leads and signings are counted by the window the lead arrived in, so the 30-day row will keep growing as those leads finish touring. On a close-date basis the last 30 days moved 8 deals to Won worth $4,025 a month.
Signed value is monthly recurring, as recorded on each Won deal in the CRM. Leads gone cold is the share of each cohort now ghosted or disengaged; the recent cohorts are lower partly on faster follow-up and partly on age.
Meta brings the most people through the door. Google search brings the people who sign. Until the August tracking fix every Google Ads lead was recorded in the CRM as direct, so "direct" below is in practice Google Ads plus organic search, plus people who came back after a Meta or follow-up touch and converted on the site. Over the last twelve months a search or direct lead was seven times more likely to become a member than a Meta lead, and those deals account for $13,055 of the $19,780 in signed monthly value.
Cobalt is the share of each source's leads that became members. Gray is everyone else.
Google's first tracked close. Until August, Google leads were recorded in the CRM as direct traffic because the ads' tracking tags sat behind a page anchor and never reached the form. We fixed the tags, the form and the CRM fields in June and July, and in August the first Google-attributed leads landed: 7 in the last 30 days, one already signed (a private office, $700 a month, three days from first contact to a signed 3-month term) and two more at proposal.
What that means for the 13.7%. Most of the "direct" wins before August were Google Ads leads wearing the wrong label, and the rest were organic search or a follow-up that brought someone back. The channel that signs members is search, with follow-up closing it.
Meta's job is different. 489 form leads at $27 each over the year, and $12 to $16 each this summer, is cheap reach. But 353 of Meta's 411 CRM leads went ghosted or disengaged. That is an intake and follow-up problem as much as an ad problem, and it is the single biggest leak in the funnel.
Cold leads by window: 79% over the year, 57% over the last 90 days, 6% over the last 30 days. Part of that drop is faster follow-up and part is cohort age; the trend is the right direction either way.
the number we would put on the wallTwelve months, 34 members, $19,780 a month in signed value. A private office averages $1,100 a month across the 12 signed this year, and December alone signed six members worth $5,635 a month. That is what season looks like when the pipeline is fed.
Last season ran at roughly $3,000 a month of media from November through January and produced 53 to 62 leads a month. This summer ran at about $1,100 a month and produced 38 to 41. Lead volume follows spend almost one for one. Signed members follow the season.
Google Ads leads carry their own tag only from August, when the tracking fix landed. Before that every Google Ads lead was recorded as direct, so the green band is Google Ads plus organic search and returning visitors.
Google search started in November 2025. Meta was trimmed to about $10 a day in May while the follow-up fix was built. The coworking search campaign ended July 2 and spend consolidated into the private office campaign.
Counted by the month the lead arrived. December and March were the best months, six each. December's six were worth $5,635 a month, mostly private offices.
| Month | Meta leads | Google search and direct | Google Ads (tagged) | Google spend | Meta spend | Signed | Signed value | Organic clicks | Sessions |
|---|---|---|---|---|---|---|---|---|---|
| Sep 25 | 48 | 13 | 0 | $0 | $1,499 | 3 | $2,045 | 38 | 256 |
| Oct | 46 | 16 | 0 | $0 | $1,500 | 3 | $4,500 | 48 | 553 |
| Nov | 43 | 13 | 0 | $1,360 | $1,500 | 2 | $1,250 | 51 | 533 |
| Dec | 34 | 20 | 0 | $1,528 | $1,500 | 6 | $5,635 | 51 | 483 |
| Jan 26 | 39 | 14 | 0 | $1,482 | $1,500 | 3 | $625 | 74 | 449 |
| Feb | 37 | 15 | 1 | $910 | $1,396 | 3 | $950 | 95 | 373 |
| Mar | 45 | 19 | 1 | $912 | $1,537 | 6 | $1,900 | 93 | 427 |
| Apr | 52 | 15 | 0 | $920 | $1,507 | 0 | $0 | 80 | 434 |
| May | 19 | 11 | 0 | $912 | $450 | 2 | $750 | 53 | 317 |
| Jun | 15 | 24 | 2 | $1,331 | $305 | 1 | $1,250 | 34 | 416 |
| Jul | 27 | 11 | 1 | $135 | $304 | 2 | $750 | 33 | 319 |
| Aug | 20 | 11 | 7 | $794 | $312 | 4 | $1,325 | 39 | 393 |
| Window | Google spend | Google conversions | Google cost per lead | Meta spend | Meta leads | Meta cost per lead |
|---|---|---|---|---|---|---|
| 30 days | $763 | 9 | $85 | $308 | 19 | $16 |
| 90 days | $2,013 | 23 | $88 | $899 | 72 | $12 |
| 365 days | $10,445 | 101 | $103 | $12,979 | 489 | $27 |
Google Ads. One live campaign, Private Office Boca Raton, at $25 a day. Cost per lead $85 over 30 days, $88 over 90, against $103 for the year. It shows on about 34% of the searches it is eligible for; budget is the first ceiling, ad rank the second. The coworking campaign that carried 85 conversions over the year ended on July 2, so coworking searches ("coworking space boca raton", "shared office boca raton") currently have no paid coverage at all.
Meta Ads. Free Week campaign, two live ad sets. Cost per lead fell from $27 on the year to $16 over the last 30 days after the budget trim. The UGC tour video has carried the account since September 2025 and the Boca carousel is the cheapest lead at $12; both are past their prime and the new shoot is the refresh.
The website. 4,943 sessions and 419 form submissions in twelve months, 311 sessions and 31 submissions in the last 30 days. Organic search is the largest single traffic source (1,561 sessions on the year) and it is almost entirely people searching for "980 Spaces" by name. The site ranks 13th for "coworking space boca raton", a search that showed the site 2,603 times in the last twelve months and earned 3 clicks. It is already in Google's map pack for "private office boca raton" and "shared office space boca raton". The full picture, search by search, is in the keyword report.
Organic clicks and Meta spend move together. Organic clicks peaked at 95 a month in February, then fell to the mid 30s from June once Meta reach dropped. Meta ads create the brand searches that organic then collects. The chart below shows the month the budget was trimmed.
Search Console, connect.980spaces.com. Impressions stayed flat at 2,600 to 3,700 a month; clicks fell because branded searches did.
Today the real site lives at connect.980spaces.com and 980spaces.com only forwards to it. Every review, citation, map listing and business card points at 980spaces.com. The relaunch puts the site where the brand already points.
Why it matters for search. The 48 reviews, 25 citations, the Yext listings and roughly 779 inbound links all point at 980spaces.com, and today that authority lands on a redirect rather than on a page that can rank. Relaunching on the main domain puts twelve months of local signals under the pages that need them.
Pages that can actually rank. The current site is three pages: home, privacy and terms. Nothing on it is built to rank for "coworking space boca raton", which showed the site 2,603 times in the last twelve months and earned 3 clicks from position 13. The relaunch ships a page each for coworking, private offices, virtual office and meeting rooms, an FAQ, a contact page, the business schema Google reads, and a blog at two posts a month.
Brand rankings protected. "980 spaces" sits at position 2 and is the highest-earning search term in the account. The migration plan was written around keeping it there: one canonical host, the forwards set the right way, canonicals and sitemaps checked on launch day, Search Console watched daily for the first two weeks.
Ready for AI search. The FAQ answers and structured data ship at the switch so ChatGPT, Gemini and Google's AI answers can cite 980 Spaces when someone asks for a Boca coworking space.
Timing. Switch the week of September 22, settled and re-indexed by October 15, so nothing moves during season.
The page list and the searches each page is built to win are in the companion keyword report. Where it stands: canonical host decided August 4, full migration plan and technical checklist written August 6, homepage title and description update ready, product pages and FAQ built behind the switch. Open items on the 980 Spaces side: the six FAQ answers and a green light on the switch date.
Google ad tracking tags moved into the query string, six hidden tracking fields added to the website form, matching fields created in the CRM and the inbound workflow mapped so every lead now carries its source. Verified with a live test submission.
Advertiser verification lapsed and paused the account on July 30; resolved the same day. Private Office campaign rebuilt August 12 to 14 with new ad copy, image assets, sitelinks and 12 more negative keywords. Cost per lead on that campaign went from $277 in the spring to $85 today.
Won deals moved into the Won stages so the pipeline reports real closes, won contacts set to do-not-disturb so members stop getting lead follow-ups, calendar notifications and the disconnected booking calendar fixed.
Microsoft Clarity session recording installed, cookie consent banner installed, lead form compliance updates, domain and social links updated across profiles.
Name, address and phone locked across profiles, citation outreach on coworking directories and high-authority general directories, local audit and follow-up plan, review campaign templates drafted.
Canonical host decided, migration plan and technical checklist written, homepage copy ready, product pages and FAQ built and waiting on the switch date. Section 05 has the detail.
Last season, 286 leads and 17 members worth $14,055 a month arrived between September and January. The plan is to beat that with the follow-up fixed and Google finally visible.
Google: reopen coworking search inside the live campaign with the terms that converted, step the daily budget from $25 toward $50 as cost per lead holds.
Meta: cut the new shoot into three ads, add two qualifying questions to the lead form, lift the budget to about $35 a day.
Follow-up: five-minute text and email response on every lead, a nurture sequence for Free Week leads who never visit, and a re-engagement send to the 479 cold contacts.
Website: review the keyword report and page map this week, then relaunch on 980spaces.com the week of September 22 with the coworking, private office, virtual office and meeting room pages, settled by October 15 so nothing moves during season.
Scale what holds. Google to $50 a day if cost per lead stays under $100. Meta to $50 a day on whichever new creative leads on cost per qualified lead, not cheapest lead.
Reviews: run the review campaign to current members so the Google profile carries fresh reviews into season.
Report: weekly cost per lead by channel to Amanda, monthly cost per member to Charles.
Hold the budget and work the pipeline. Season is when private offices sign; December's six wins were worth $5,635 a month last year.
Target: 60 or more leads a month and 5 or more members a month, with a private office in every month.
January review: cost per member by channel with a full season of clean attribution behind it.
At last season's rates that is 55 to 60 leads and 4 to 5 members a month. With Google carrying more of the mix and follow-up fixed, the target is better than that. Management fees are unchanged.
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