Target Market: Malaysia, APAC
Duration: 5 Years (2020 – 2024)
Key Result: 5,482 B2B Leads at an Average CPL of RM49
The Takeaway: By developing a dedicated, conversion-optimized microsite and executing a localized, multi-market SEM strategy, we bypassed corporate website friction to secure highly efficient B2B lead acquisition in a saturated fintech market.
The Objective
As one of the top three online payment gateways in Malaysia, eGHL (now part of NTT DATA Payment Services) required an aggressive, always-on digital acquisition strategy to fuel its regional expansion. The primary objective of this comprehensive 5-year retainer was to scale merchant onboarding across four distinct Southeast Asian markets (Malaysia, Thailand, Indonesia, and the Philippines) by capturing high-intent B2B search traffic while strictly maintaining a cost-efficient Cost-Per-Lead (CPL).
Our Strategy
Understanding that traditional corporate websites often suffer from high drop-off rates due to complex navigation, we spearheaded the development of a dedicated, conversion-optimized microsite. This served as the primary destination for all our inbound traffic, engineered specifically to streamline the B2B registration funnel.
With the technical infrastructure in place, we deployed an always-on, multi-market Google Search Engine Marketing (SEM) architecture. We aggressively bid on high-intent generic fintech search queries (e.g., “payment gateway malaysia”, “online payment processing”, and localized terms like “kartu kredit”) to capture active merchants evaluating payment solutions, effectively converting unbranded regional demand into a predictable lead pipeline.
Key Campaign Highlights
- Massive B2B Pipeline: Over the course of the 5-year retainer, the campaign successfully generated a total of 5,482 highly qualified B2B merchant leads across the 4 targeted Southeast Asian markets.
- Unmatched Acquisition Efficiency: By pairing rigorous keyword optimization with our high-converting microsite, the campaign achieved an astonishingly low Average Cost-Per-Lead (CPL) of just RM49, a fraction of standard B2B fintech acquisition costs.
- High-Volume Traffic Generation: Captured over 3.7 million regional ad impressions and funneled 210,000+ targeted clicks into the microsite at a highly efficient blended CPC of RM 1.28.
- Long-Term Enterprise Scale: Maintained continuous agency stewardship until the brand’s successful corporate acquisition by NTT DATA Payment Services in 2024, continuing to support their new entity, ADAPTIS, on specialized digital media deployments.