How performance campaign structuring scaled WeWork bookings across Latin America

Performance campaign structuring across multiple countries requires a level of governance that goes far beyond just translating ads. I led the digital acquisition project for WeWork operating simultaneously in Brazil, Colombia, Ecuador, Mexico, and Chile. The challenge was massive: we needed to attract everyone from solo entrepreneurs to large enterprise corporations, and ensure these leads advanced through a rigorous sales funnel to close plan subscriptions and meeting room bookings.

The foundation of this performance campaign structuring followed the architecture I consider the gold standard for complex operations. In Google Ads, I implemented the STAG (Single Theme Ad Groups) methodology. I separated search terms into strict themes and, most importantly, by awareness levels. Someone searching for "coworking near me" received an immediate tactical offer to test a room, while searches for "enterprise office solutions" led to a consultative sales journey aimed at the corporate market.

LinkedIn Ads and company size clustering

In the LinkedIn Ads campaigns, performance campaign structuring required aggressive data crossing. We created clusters dividing the target audience exactly by company size and job title. After all, the pain point of a freelancer looking for a hot desk is completely different from the pain point of a CFO looking to reduce their corporation's fixed real estate costs.

Because we were operating in five countries simultaneously, the logistical and strategic weight of the operation was enormous. We developed dozens of specific narratives and visual assets not only for the business cluster (solo vs. enterprise) but adapted to the cultural nuances of each country. Every auction was meticulously controlled to ensure there was no budget overlap.

From MQL to SQO: focusing on revenue

At WeWork the machine had to feed a heavy commercial team (Inbound Sales). The performance campaign structuring was designed to reject dirty traffic and focus strictly on the progression of the qualification funnel. We tracked the lead becoming an MQL (Marketing Qualified Lead), being accepted by the team (SAL), qualified as an opportunity (SQL), and finally becoming a real closing opportunity (SQO).

We didn't optimize media to generate cheap contacts, but to generate actual room bookings and long-term membership contracts. That is the difference between managing ad dashboards and operating B2B growth on a continental scale. The project proved that targeting intelligence outperforms any raw investment volume.