Coworking in Kyiv: 586 Leads at $3.97 and B2B Growth Through Proper Qualification
Services
Challenge
GNRTR is a coworking space in Kyiv that operates in two directions at once: B2C (individual workspaces) and B2B (offices, conference rooms, and events).
The main sales channel was messaging (direct / messenger), where the initial consultation and closing happened.
One B2B inquiry could be worth dozens of B2C bookings, so the goal was not just to drive leads, but to filter for quality.
Goal
Increase the number of conversations.
Lower the cost per lead.
Improve lead quality.
Shift the focus toward the B2B segment.
Results
Key challenges before launch
- too many low-quality leads
- mixed B2C / B2B audience
- no focus on higher-value clients
How we solved it
- rebuilt the chatbot and added qualification
- separated offers and creatives
- scaled the B2B direction specifically
Results
We generated 586 conversations at a total budget of $2,324.58.
The average cost per conversation was $3.97.
At the same time, the share of B2B inquiries increased significantly, which directly impacted revenue.
In practice, we created a stable flow of qualified leads at a reasonable cost, with a clear shift toward the more valuable segment.
- The messaging strategy matched the decision-making process of the niche better.
- Large-scale creative testing helped identify the best “offer → audience” combinations.
- Separating B2C and B2B removed mixed demand.
Strategy
The main focus was messaging ads (Messenger / Direct), because in this niche decisions are made through dialogue, not through a form. This made it possible to qualify the lead immediately and avoid wasting budget on irrelevant traffic.
Creatives
- business office creatives
- coworking for freelancers
- events and conferences
- lifestyle creatives
Different creatives generated different lead quality, so the key was not only to lower the cost, but to identify the combinations that brought B2B demand.
Segmentation
- B2C — workspace
- B2B — offices / events / halls
This allowed the algorithm to match audiences more accurately and increase the share of higher-value inquiries.
Chatbot
We completely rebuilt the logic: from basic, unfiltered questions to qualification questions and a guided path to inquiry submission.
- filtered out irrelevant leads
- identified hot prospects earlier
- increased the share of B2B inquiries
In practice, the chatbot became the filter that separated cheap B2C requests from valuable B2B clients.
Why it worked
In this case, the key factor was not the advertising itself, but the lead qualification system.
Without filtering traffic through the chatbot, the budget would have been spent on non-target clients.
What Worked
The messaging strategy matched the decision-making process of the niche better.
Large-scale creative testing helped identify the best “offer → audience” combinations.
Separating B2C and B2B removed mixed demand.
The rebuilt chatbot improved lead quality.
Focusing on the more profitable segment improved the business outcome.
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