This document outlines a comprehensive, full-funnel Meta Ads strategy for Workland Galleria Riga, designed to generate high-quality leads for their flexible private offices and coworking memberships. The strategy is tailored to the specific market dynamics of Riga, Latvia, and is optimized for Meta Advantage+ campaigns to maximize efficiency and return on ad spend (ROAS). By focusing on a data-driven approach, we will target two key buyer personas, "Startup Steve" and "Corporate Carla," with compelling ad copy and a strategic budget allocation. This plan provides a clear roadmap for achieving the primary goal of lead generation and establishing Workland Galleria Riga as the premier choice for flexible workspace solutions in the city.

Workland's website effectively communicates a premium, professional brand image that resonates with its target audience of solopreneurs, startups, and international companies. The site's clean design, high-quality imagery, and detailed descriptions of amenities and services successfully position Workland as a top-tier provider of flexible office solutions in the Baltic region. For the Riga market, the website's emphasis on community, flexibility, and a prestigious location at Galleria Riga is a strong foundation for our advertising efforts.

A full-funnel approach will be implemented to guide potential customers from initial awareness to final conversion. This structure allows for targeted messaging at each stage of the buyer's journey, ensuring that our advertising efforts are both effective and efficient.

Top of Funnel (TOFU): Awareness & Reach

• Campaign Objective: Reach
• Goal: Introduce the Workland brand to a broad audience in Riga and build brand awareness.
• Targeting: Broad audience targeting (Advantage+), focusing on demographics and location (Riga +20km radius).
• Ad Format: Video ads showcasing the Workland Galleria Riga location, its amenities, and the vibrant community. Short, engaging videos are ideal for capturing attention in the feed.
• Key Metrics: Reach, Impressions, Video Views, Cost Per 1,000 Impressions (CPM).

Middle of Funnel (MOFU): Consideration & Lead Generation

• Campaign Objective: Leads
• Goal: Capture contact information from potential customers who have shown interest in Workland.
• Targeting: Custom audiences of users who have engaged with our TOFU ads (e.g., watched a certain percentage of our videos) or visited the Workland website. We will also use Advantage+ targeting with more specific interests related to business, entrepreneurship, and technology.
• Ad Format: Lead generation ads with a compelling offer, such as a "Free Consultation" or a downloadable guide on "Choosing the Right Office Space in Riga." Carousel ads showcasing different office solutions (private offices, dedicated desks, coworking spaces) can also be effective.
• Key Metrics: Cost Per Lead (CPL), Lead Form Conversion Rate, Click-Through Rate (CTR).

Bottom of Funnel (BOFU): Conversion & Sales

• Campaign Objective: Sales
• Goal: Drive conversions by encouraging warm leads to book a tour or sign up for a membership.
• Targeting: Retargeting audiences of users who have submitted a lead form but have not yet converted. We will also create a lookalike audience based on our existing customer list to find new users who are similar to our best customers.
• Ad Format: Dynamic ads showcasing specific office spaces and their availability. Testimonial ads featuring satisfied Workland members can also be highly effective at this stage.
• Key Metrics: Cost Per Acquisition (CPA), Conversion Rate, Return on Ad Spend (ROAS).

To ensure our messaging is highly relevant, we will target two primary buyer personas:

Persona 1: "Startup Steve"

• Description: Steve is the founder of a 2-10 person tech startup in Riga. His company has recently secured funding and is looking to move out of a home office or a smaller, less professional workspace. He values flexibility, a professional image, and a community of like-minded entrepreneurs.
• Pain Points:
  • The high cost and long-term commitment of traditional office leases.
  • The administrative burden of managing an office (utilities, internet, cleaning, etc.).
  • Lack of a professional space to meet with clients and investors.
• Meta Advantage+ Targeting:
  • Location: Riga, Latvia (+20km radius)
  • Age: 25-45
  • Interests (Broad): Business, Entrepreneurship, Startups, Technology, Venture Capital, Software as a Service (SaaS)
  • Audience Size Estimate: 150,000 - 250,000

Persona 2: "Corporate Carla"

• Description: Carla is a country manager for an international company (e.g., in tech, finance, or professional services) that is expanding into the Latvian market. She needs to establish a satellite office in Riga for a team of 5-20 people. She is looking for a prestigious address, high-quality amenities, and a scalable solution that can grow with her team.
• Pain Points:
  • The complexity of navigating the commercial real estate market in a new country.
  • The time and resources required to set up a new office from scratch.
  • The need for a flexible lease that can be adapted as the team grows or shrinks.
• Meta Advantage+ Targeting:
  • Location: Riga, Latvia (+20km radius)
  • Age: 35-55
  • Job Titles: Country Manager, General Manager, Head of Operations, Sales Director
  • Interests (Broad): International Business, Foreign Direct Investment, Corporate Finance, Management Consulting
  • Audience Size Estimate: 120,000 - 200,000

We will use the AIDA (Attention, Interest, Desire, Action) framework to create compelling ad copy that resonates with our target personas.

Ad Copy Hook 1: Focus on Flexibility & Cost-Effectiveness

• Attention: "Tired of the 5-year office lease? There's a better way to work in Riga."
• Interest: "Get a fully serviced, private office for your team of 1-50 at Workland Galleria Riga. No long-term commitments, no hidden costs. Just one simple monthly fee."
• Desire: "Imagine a workspace that scales with your business. Enjoy a prestigious address, 24/7 access, a rooftop terrace, and an on-site fitness center. Everything you need to focus on what you do best: growing your business."
• Action: "Click 'Learn More' to book a free, no-obligation consultation and discover the future of work."

Ad Copy Hook 2: Focus on Premium Location & Community

• Attention: "Your new office is on the 5th floor of Galleria Riga. Ready to move in?"
• Interest: "Elevate your business with a workspace that impresses. Workland Galleria Riga offers more than just an office; it's a community of innovators, entrepreneurs, and industry leaders."
• Desire: "Picture yourself working in a beautifully designed space, collaborating with like-minded professionals, and enjoying exclusive access to our rooftop terrace and fitness center. This is the work-life balance you've been looking for."
• Action: "Ready for an upgrade? Click 'Get Offer' to receive a custom quote for your team and schedule a private tour of Workland Galleria Riga."

We recommend a starting monthly budget of €2,000, allocated across the three funnel stages. The budget will be dynamically adjusted based on performance to maximize ROAS.

Scaling Roadmap

• Month 1-2 (Testing & Optimization): Focus on testing different ad creatives, copy, and targeting options to identify the best-performing combinations. The primary goal is to gather data and optimize for a low CPL.
• Month 3-6 (Scaling): Once we have a consistent CPL and CPA, we will begin to scale the budget. We will increase the budget by 20-30% per month, as long as the KPIs remain within the target range. We will also explore new targeting options and ad formats to expand our reach.
• Month 6+ (Expansion): With a proven model for acquiring customers in Riga, we can explore expanding our campaigns to other cities in Latvia or the Baltic region. We will also test new offers and promotions to keep our campaigns fresh and engaging.

This Meta Ads strategy provides a clear and actionable plan for Workland Galleria Riga to achieve its lead generation goals. By leveraging the power of Meta Advantage+ and a full-funnel approach, we can effectively reach and convert our target audience, driving sustainable growth for the business. Continuous monitoring, testing, and optimization will be key to the long-term success of this strategy.