Background

8×8 CPaaS’ homepage

8×8 CPaaS, a subsidiary of 8×8, is a global API-focused software company that provides businesses with communication solutions, including SMS, voice, and video APIs. The company enables organisations to integrate real-time communication features into their applications, improving customer engagement and operational efficiency.

Despite its strong technology offering, 8×8 CPaaS faced significant challenges in lead generation, market expansion, and optimising ad performance across multiple regions, including Thailand, Singapore, and Australia.

In particular, the company struggled with keywords that were too broad, a lack of precision in audience targeting, and the need to localise ad copy and structure across diverse countries.

Brew Interactive crafted a comprehensive media buy strategy, focused on Google ads, that would tackle these challenges head-on by emphasising the following areas:

1. Keyword Optimisation

We conducted comprehensive keyword research to identify high-intent search terms specific to 8×8’s primary communications APIs. This research encompassed both generic and long-tail keywords, strategically tailored to the unique market conditions of the Philippines, Thailand, Singapore, New Zealand, and Australia.

Negative keywords were also incorporated to eliminate irrelevant traffic and improve ad quality scores.

2. Audience Segmentation

Audience segmentation is crucial because it ensures that all marketing efforts are directed toward the most relevant and high-potential users, maximising engagement and conversion rates. For 8×8’s Google Ads campaigns, we implemented granular audience segmentation to tailor messaging and optimize ad performance.

Videos that we created for use in I Can Read’s campaigns for mobile and desktop audiences

To enhance targeting precision, we segmented the audience by industry. This approach allowed us to refine keyword targeting, ensuring that ads reached businesses actively searching for CPaaS solutions.

By aligning ad copy and budget allocation with each industry’s unique pain points and communication needs, we improved ad relevance, click-through rates, and conversion efficiency.

3. Strategic Budget Management

We dynamically allocated ad spend budgets across different countries based on market performance and business priorities. High-performing regions received increased investment, while new markets were carefully tested with controlled budgets to evaluate potential. Cost-per-lead (CPL) metrics were closely monitored and adjusted accordingly to maximise return on investment and maintain a cost-efficient advertising strategy.

4. Product Promotion

Animated video that Brew’s creative team created for 8×8

We developed targeted ad campaigns to drive awareness and adoption for both new and existing 8×8 CPaaS products, including their live Video Interaction platform. Through strategic positioning and messaging, we aimed to generate interest and accelerate customer acquisition for the relevant 8×8 offerings.

4. Ad Copy Localisation & Optimisation

Understanding the importance of localisation, we tailored ad copy to resonate with regional audiences by incorporating local languages and cultural nuances. Specifically, we ran Google Ads in Thai and Vietnamese, ensuring that the messaging was culturally relevant and engaging for these markets.

Additionally, we continuously performed A/B testing for multiple ad variations to identify the best-performing messaging for each market, optimising for click-through rates and conversions based on regional preferences.

4. Google Ads Best Practices

Google Ads offers powerful tools to attract and convert potential customers actively searching for relevant solutions, advanced geographic targeting features to reach the right audience in each regional market, and was crucial in increasing brand awareness and reaching highly specific audiences.

By implementing these tools and strategies, Brew successfully leveraged Google Ads to help 8×8 CPaaS navigate a competitive, specialised market.

To maintain the efficiency and effectiveness of the Google ad campaigns, we continuously monitored and refined ad performance using structured A/B testing. We implemented ad extensions to improve visibility and click-through rates (CTR).

Quality scores were also optimised to reduce cost-per-click (CPC) and improve overall ad efficiency, ensuring that 8×8 CPaaS achieved the best possible results from its campaigns.

Establishing a Stronger Digital Footprint for Sustained Success

Through our comprehensive data-driven approach, we achieved improvements in 8×8 CPaaS’s Google Ads performance and overall brand visibility:

• 6.9 million impressions in the Indonesia-based Google ads, demonstrating a strong brand presence achieved through a combination of optimised keyword strategies and strategic budget allocation.
• 2.9 million impressions in the Philippines-based Google ads, thanks to high-intent keyword selection and localised messaging that helped increase ad visibility among businesses seeking communications API solutions.
• Achieved 94% Search Absolute Top Impression Share in Thailand, ensuring that 8×8 CPaaS ads consistently appeared as the first result for relevant searches in that period.
• 6% Click-Through Rate (CTR) in the Philippines Google ads performance, attributed to the integration of localised ad copy, strategic use of competitor insights, and continuous A/B testing to refine messaging and call-to-action effectiveness.