pay.com.au
pay.com.au used Pinterest Performance+ to power an evergreen full-funnel strategy, driving high-value customer sign-ups—all the while lowering CPA and CPC. More leads, lower costs, and greater efficiency? You read right—let’s take a closer look.
Goal
pay.com.au is a business payments and rewards platform built to help companies turn everyday expenses into an opportunity to earn rewards. Most Australian suppliers - and the ATO - don't accept credit cards. pay.com.au removes that constraint, and businesses earn points on payments that previously earned none. It’s a smart, practical solution that tackles a very real challenge for Australian businesses.
They came to Pinterest with a clear goal: to unlock new customers. With a refreshed approach and a shift towards Pinterest Performance+, the team aimed to improve efficiency and scale. pay.com.au focused on tapping into high-value sole trader businesses and small and medium-sized businesses (SMBs) already managing expenses, while demonstrating how to turn those payments into rewards.
Pinterest was a natural fit for this ambition. As a platform where people come to plan and shape how they want to live and work, it is a place where they actively seek new ideas. They look for everything from tools to tips that can improve their lives, whether in business or everyday life. That mindset made it the ideal environment to introduce a solution like pay.com.au, meeting potential customers at the moment they were open to discovering something new and ready to take action.
Strategy
pay.com.au built an evergreen, full-funnel strategy designed to keep the brand consistently visible while guiding people from discovery to decision.
Pinterest Performance+ sat at the heart of the approach. By keeping targeting broad and allowing campaigns to optimise towards sign-ups, pay.com.au was able to reach high-intent users who may not have been captured through traditional audience segments. This made it more effective to connect with business owners at scale.
For the creative, ads featured a mix of video, including Max Width for a full-bleed experience, alongside static images and carousel formats, designed to drive action at every stage of the journey. Building on this, the always-on awareness campaigns introduced the brand to more audiences across fintech, e-commerce, and small business communities. Rather than relying solely on product-led creative, pay.com.au leaned into more human-led content to bring the product to life. Through UGC-style videos, customers explained the benefits of the platform in a clear, digestible way, making a financial product feel accessible and easy to understand.
In parallel, other ads leaned into trust and brand partners. Featuring recognisable brands, helped strengthen credibility, while client case studies demonstrated real-world impact.
"
Pinterest punches well above its weight for pay.com.au, proving to be nearly half the price (42% cheaper) than other competing platforms. They have carved out a unique corner of the internet that attracts a different kind of user and customer. The numbers speak for themselves, but what keeps us investing is the team behind the platform. They're responsive, easy to work with, and they make it happen.”
Julie Situ
Growth Marketing Lead, pay.com.au
Results
And the results paid off—quite literally.
By bringing this full-funnel strategy together, pay.com.au managed to hit their goals and drive significant customer interest, with 1 in every 14 sign-ups coming from Pinterest.1
And it didn’t cost more to get them there. In fact, the campaign delivered a 36% decrease in cost per acquisition (CPA) for sign-ups,1 alongside a 40% reduction in cost per click (CPC).1 In simple terms, pay.com.au wasn’t just bringing in more customers, it was doing so more efficiently than before.
That balance between effectiveness and efficiency is what makes this story stand out. With a full-funnel approach powered by Pinterest Performance+, the team was able to meet customers at every stage, scale results, and keep costs in check while the sign-ups kept rolling in.
It also reinforces a broader truth: when brands show up with genuinely useful solutions, in environments where people are already looking to improve and level up their lives, the path from discovery to action becomes much shorter… and much more impactful, too.
1 in every 14
Sign-ups came from Pinterest1
40%
Reduction in CPC1
Resources
Drive performance with Pinterest Performance+ campaigns
Maximise campaign management with Pinterest’s automation and AI-powered optimisation. Pinterest Performance+ helps deliver the right creative to the right audience at the right moment: boosting efficiency and results. Activate now.
Create high-impact ads with Pinterest’s creative best practices
Ready to unpack the anatomy of a successful ad? This guide breaks it down. From vertical formats and immersive options like Max Width video to specs and storytelling, get tips on everything you need to know. Get started.