PayrollPlus, a Swiss-based salary platform for SMEs and freelancers, simplifies HR and payroll by integrating payroll accounting, insurance, and compliance into one easy-to-use digital service. In 2024, PayrollPlus partnered with R17 Ventures for a proof of concept to see the impact of performance marketing on their business. The marketing strategy aimed to accelerate client acquisition while driving greater cost efficiency.

R17 employed an integrated marketing strategy across Meta, LinkedIn and Google Ads, tailoring creative, messaging, and targeting to the unique needs of SMEs and freelancers. This was complemented by targeted email outreach to SMEs across Switzerland, which supported paid media efforts to nurture and generate additional leads and conversions.

PayrollPlus cut ad spend by 23% while boosting leads by 32% and conversions by 83% year-on-year. July 2025 set new records with 34% less spend, 66% more leads, and 130% more conversions, slashing CPL by 60% and CAC by 71%. These results transformed a proof of concept into a long-term growth partnership, proving the enduring value of performance marketing.