How WESPA, a Zagreb coworking and hospitality space, captured 2,028 leads with AI marketing

The challenge: Plenty of space to sell, and nine rivals selling the same

Coworking is a market where everyone promises the same three things: flexibility, community and good coffee. WESPA offers more than a desk: its spaces host photo shoots, workshops, concerts and company parties. But in Zagreb it was competing with nine other operators for the same freelancers, startups and companies, and some of them were spending heavily on ads.

WESPA's community was already one of its strengths, and its Instagram audience showed it. But followers are not leads. The real question was how to turn that attention into conversations with people ready to book a tour, a meeting room, a desk or a venue, and to know which message brought them in.

Company brain: Starting with everything that makes WESPA different

The work started in the Knowledge Center, Checkgrow's company brain. WESPA's spaces, memberships, meeting rooms, events and community programme were set out in detail, with the audiences each one serves. The brain is now 79% complete, enough for every campaign and every piece of copy to start from WESPA's real offer rather than a generic coworking pitch.

WESPA then connected its accounts: Google Analytics, Meta, Google Ads and its Instagram, @wespa.hr. In the Knowledge Graph, all of it comes together around WESPA itself: the company knowledge on one side, with its brand, products, buyer personas, ideal customer profiles, use cases, SEO keywords and conversion strategy, and on the other the website, campaigns, leads, tracked competitors, sales and integrations. Every AI feature in Checkgrow reads from this graph, which is why the campaigns, content and recommendations that followed all sounded like WESPA.

Competitor research: Every competitor's social media and ads in one place

Next, Checkgrow looked outward. In Competitors, WESPA keeps track of the nine coworking and workspace operators it competes with, in one table: their websites, their social channels, how fast their audiences are growing, where they are based and how many ads they are running. A monthly scan keeps the picture current, so nobody has to check nine Instagram profiles and two ad libraries by hand.

The table made the market legible at a glance. Regus, the international giant, was running 98 ads on Meta and 45 on LinkedIn, while most local operators were barely advertising at all: Instant Office had 3 live Meta ads and Terminal Zagreb 1. Audience growth told its own story, with Instant Office up 3.38% and Coworking Labin 1.91%, while Terminal Zagreb was losing followers.

Social Media put WESPA's own Instagram in that context, and the picture was encouraging. Among the eight local accounts tracked, WESPA ranked 2nd with 5,000 followers, 172.9% above the competitor median of 1,800 and ahead of Rent24, MatchBOX Coworking Studio and Coworking Labin. Only Spaces was ahead. WESPA did not need to build an audience from nothing; it needed to give the one it had a reason to get in touch.

Website: Seeing wespa.hr the way visitors, search engines and AI see it

Ads only work if the website converts the people they send. In Website, Checkgrow ran a full conversion audit of wespa.hr, across several pages on desktop and mobile, and scored it area by area: conversion strategy, brand and message, UX and UI, and fit with best practice for service businesses. Alongside it sit SEO, tracking and AI visibility, which shows how the site appears in AI answer engines as well as in search.

The audit was honest, which is the point. It scored the site 32 out of 100 and named exactly why: a mobile hero without a clear call to action, a contact form with 11 fields and no FAQ to answer common questions. It also listed what to fix first: 5 issues blocking sign-ups and 7 quick wins, plus a tracking check recommending server-side tagging. For WESPA, the website stopped being a guess and became a prioritised fix list.

Campaigns: Five campaigns, one for every reason to walk in

A coworking space sells several things at once, and one generic ad cannot speak to all of them. So instead of a single campaign, Checkgrow planned one per offer. The brand campaign, Work. Meet. Belong. WESPA., ran on Meta, joined by four more: one for events, one for offices and meeting rooms, one for coworking memberships and one for hiring. Google Ads ran alongside them, catching the people already searching.

Because every campaign was built from the same company brain, each one could say something specific to its audience while still sounding like WESPA. A founder looking for a private office and a freelancer looking for a weekly desk could each see an ad written for them, from the same brand.

Content: Trend content for the market, one click away

A community brand needs a steady stream of things worth posting. In Content, Checkgrow researches the trends shaping WESPA's market every week, for keywords like coworking spaces and event spaces in Europe, and ranks each article by how relevant it is to WESPA's business.

Instead of starting from a blank page, the team starts from the market: a report that the coworking market is set to reach $17.07 billion by 2035, or an analysis of where digital nomads should base themselves in Europe. One click on Rewrite turns a trend into a post or article in WESPA's own voice, grounded in its company brain. Seven brand picks were ready to rewrite.

Leads: Every lead in one list, with the campaign that brought it

Running five campaigns only helps if you can tell them apart. In Checkgrow Leads, every enquiry lands in one list, tagged with the campaign that brought it. Nobody at WESPA had to copy contacts out of Meta, match form entries to ads or guess which offer someone responded to.

The list grew quickly: 2,028 leads from seven campaigns, with 202 arriving in the last week alone. For a team that also runs the spaces, the events and the community, having every lead in one place, ready to follow up, was the difference between a busy inbox and a pipeline.

2,028

leads in Checkgrow Leads, each linked to its campaign

7

campaigns bringing leads, across Meta and Google Ads

202

new leads in the last week

Tasks: An AI to-do list for what matters this week

With competitors, the website, content and campaigns all in one workspace, the next question is always the same: what should we do first? Tasks answers it. Checkgrow's AI reads everything connected to the workspace and recommends the tasks that matter for WESPA at that moment, each with a priority, a category and a time estimate.

The recommendations were specific to WESPA, not generic marketing advice: launch a Zagreb coworking video campaign at €20 a day, validate the conversion tracking, build a carousel campaign showing four of WESPA's offers, create a landing page comparing coworking plans, develop an SEO cluster for Zagreb coworking searches and set up a follow-up sequence for enquiries. One click on Generate Task turns any of them into a task with the work already scoped, and the list refreshes every week.

Tracking and KPIs: A funnel that shows where people convert

With Google Analytics, Meta and Google Ads side by side in Insights, WESPA can read its whole funnel across all channels, from the first visit to the moment someone gets in touch. At the top, 71,039 events: page views, sessions and first visits. In the middle, 2,119 engaged actions, led by 1,032 WhatsApp interactions, 749 file downloads and 338 forms started. At the bottom, 567 conversions: confirmations and submitted forms.

The number that stood out was the last step. 26.8% of the people who engaged went on to convert at the bottom of the funnel, a strong rate for a business where every conversion is a real enquiry. Paid Google search brought the most conversions, followed by organic Google search and direct visits.

Insights also showed what made people reach out. It was not the polished brand message; it was the community. Two versions of the community5 .1 creative brought the most results on Meta, 239 and 133, both with click-through rates above 3%, and a creative for a single cooking event brought 128 results on its own.

26.8%

of engaged visitors converted at the bottom of the funnel, across all channels

1,032

WhatsApp interactions in the middle of the funnel

239

results from the top community creative, at a 3.56% click-through rate

The results: Six times the WhatsApp conversations

For WESPA, the conversation that matters most happens on WhatsApp, where a question about a desk becomes a tour. In a month, those conversations grew from 99 to 590, up 496%, started by 275 different people. Smart Reporting surfaced it automatically: WhatsApp was the top action on WESPA's website.

590

WhatsApp conversations, up 496%, from 275 people

+136%

new visitors: 4,963 first visits against 2,103 before

+85.6%

page views, to 10,975

The rest of the funnel moved with it. New visitors rose 136% to 4,963 and page views 85.6% to 10,975, and Mondays became the busiest day of the week on the website.