pay.com.au
Driving customer acquisition at scale with Smart+ automation
¹Results sourced from TikTok Ads Manager - February 2025 to March 2025
² Internal pay.com.au data
The Objective
User Growth with TikTok
pay.com.au is an Australian all-in-one business payments platform that helps businesses manage expenses, optimise cash flow, and earn rewards on their business spending.
With a vibrant and engaged community of more than 40,000 verified Australian businesses of all sizes using TikTok for everything from promoting products and services to finding inspiration to grow their business, pay.com.au turned to TikTok for its unique ability to reach this key audience. As a performance-driven advertiser, pay.com.au focused on growing its client base through conversion-focused campaigns on the platform.
The Solution
Optimising Campaign Performance with Smart +
pay.com.au leveraged a strong mix of authentic, native-style, creator-led TikTok content to resonate with its on-platform community. For example, the brand partnered with the founder of the viral snack company Funday to showcase how using pay.com.au for business payments can help keep pace with rapid business growth and provide perks in the form of rewards. They also supported their campaign creatives with text overlays and clear calls to action to drive engagement and encourage conversions.
To maximise campaign performance, pay.com.au used a combination of TikTok’s Smart + products to automate optimisation and run remarketing efforts that converted prospective users and re-engaged website visitors.
The Results
Proven Performance, Scaled Success
The Smart+ campaign enabled pay.com.au to scale its budgets by 2.6x while maintaining their target CPA, resulting in a significant uplift in sign-ups through TikTok.
The campaign not only exceeded the brand's performance benchmarks but it also demonstrated TikTok’s ability to reach and convert a B2B audience, sparking internal momentum and long-term investment in the platform. The combination of targeted media and native-style creative used in this campaign also proved key in driving both engagement and conversions.
As a result of this success, pay.com.au has expanded their use of ad formats, refined their creative strategy, and incorporated TikTok into their always-on plans.
As a non-ecommerce business, we were initially sceptical about advertising on TikTok. However, the TikTok account management team guided us every step of the way, helping us tap into specific audience signals and reach a highly engaged new audience. By leveraging a mix of UGC videos and static creatives, we successfully drove users from awareness all the way through to signups, expanding our brand's presence in an authentic and effective way, resulting with TikTok now being an integral part for our overall advertising strategy.
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