Geo of the Month: Pakistan
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Welcome to our regular “Geo of the Month Review”! Every month, we dive deep into one of the countries that’s showing outstanding results based on our partners’ push campaigns. We analyze the numbers, share fresh analytics, and offer practical insights to help you scale and earn more.
This month, we’re focusing on Pakistan — a rapidly developing and highly underrated GEO that consistently grabs the attention of advertisers thanks to its low traffic costs, high mobile engagement, and accessible moderation. Let’s dive into why you should consider this market right now.
Pakistan
Pakistan is a GEO that’s often overlooked when it comes to scaling ad campaigns, especially in the realm of push advertising. As of 2025, the country has over 240 million people, with a large portion of them being young, active mobile users. Internet penetration continues to grow, making push notifications an especially effective format.
A key feature of Pakistan is the blend of cultural uniqueness and lingering colonial influences, which means both Urdu and English are widely used. This makes the country ideal for testing English-language creatives, particularly in larger cities. However, it’s important to keep in mind the religious and cultural norms: Pakistan is an Islamic republic, with about 97% of the population being Muslim. This means there’s a heightened sensitivity to visuals, themes, and the tone of advertising messages. The local currency is the Pakistani Rupee (as of writing, 1 Euro = 319.64 PKR).
Geographically, Pakistan consists of four provinces, the Islamabad Capital Territory, and two disputed regions in Kashmir. The largest cities are Karachi (13.2 million), Lahore (7.2 million), Faisalabad (3 million), and Rawalpindi (2 million).
In terms of living standards, Pakistan falls under Tier 3: the minimum wage is around $103, only two-thirds of children finish primary school, and the country ranks 93rd out of 111 in the quality of life index. The economy relies heavily on agriculture and light industry.
Popular Verticals in Pakistan
The Pakistani market is still developing compared to Tier 1 and 2 countries, which means many verticals are still in the active growth phase. Users often encounter offers here that have long been commonplace in other GEOs. This creates an opportunity to use proven strategies in a low-competition environment. However, it’s important to adapt your materials to local specifics.
In Pakistan, verticals related to consumer desires, urgent needs, and quick income opportunities work especially well. The most popular categories are those that deliver visible results: whether it’s pain relief, weight loss, improved potency, or gambling wins. The key is to present these offers in a culturally sensitive manner.
- Gambling and Betting: Despite the official ban on gambling, the online market is uncontrolled and rapidly developing. Cricket (with the national team ranked in the top 5 worldwide), football, and field hockey attract attention from betting enthusiasts.
- Nutra: Classic offers related to weight loss, joint health, impotence, and prostatitis convert well because the market is fresh and the need for such solutions is universal.
- Dating: Classic dating sites work well, but it’s best to avoid adult content due to the conservative norms.
- Finance: Microloans, credit cards, and similar offers may perform well due to low financial literacy and the need for additional funds.
Push Advertising in Pakistan
Push advertising in Pakistan stands out for its low rates and high potential reach. However, advertisers need to keep in mind that a large portion of traffic here is mobile. People mostly use smartphones with cheap mobile plans, so all landing pages, creatives, and funnels need to be simple, fast-loading, and optimized for mobile screens.
Moderation is relatively easy in Pakistan: popular languages (Urdu, Punjabi, Sindhi, and Pashto) are not well indexed by automated moderation systems, meaning there’s a higher chance of passing moderation. However, it’s still advisable to avoid provocative visuals or adult creatives as the risks of being blocked or having a low conversion rate are high.
Key Features:
- Low Competition and Traffic Costs: Pakistan is a classic Tier 3 GEO, where click prices are extremely low, and the large population offers a solid volume of traffic for scaling.
- Mobile Audience: Most users access content via mobile, so creatives and landing pages need to be optimized for smartphones and perform well under bright sunlight.
- Cultural Restrictions: Avoid nudity and aggressive SFW/NSFW marketing. It’s better to focus on showing men, highlighting financial benefits (bonuses, free spins, discounts), and using a neutral color palette.
Popular Approaches
To succeed with Pakistani traffic, it’s essential to remember that users here respond well to simple solutions. The shorter the path to the result, the higher the conversion rate. Users are not willing to spend much time navigating complex landing pages or engaging with multi-step funnels. Therefore, simplicity, clarity, and minimalism are the three key principles for success in your campaigns.
It’s also important to build trust. In a country with lower digital literacy, elements of social proof such as screenshots, real cases, comments, and reviews work well. This boosts the offer’s credibility in the user’s eyes and helps improve engagement.
Summary:
- Minimalist Funnels: People in Pakistan don’t like complexity. Aim for no more than 2–3 clicks to conversion, with concise texts and clear CTAs.
- Social Proof: Reviews, screenshots of winnings, and real-life cases strengthen trust in the offer and boost conversion rates.
- Language Adaptation: The primary creative should be in Urdu, with a second option in English; in the provinces, you can test local dialects (Punjabi, Sindhi, Pashto).
- Focus on Sports Events: For betting, emphasize current cricket matches, football derbies, and field hockey tournaments. Pakistanis actively support their national team and stars like Shoaib Malik.
Conclusion
Pakistan is a classic Tier 3 GEO with enormous potential. Low competition, a highly mobile audience, and a large volume of affordable traffic create ideal conditions for affiliates willing to adapt their approaches to local realities. The key is to respect cultural norms, avoid overloading funnels, and properly localize creatives.
If you’re looking for a market with significant potential and minimal risks at the start, Pakistan should definitely be on your list of priority GEOs. And we at Push.House will continue providing fresh insights and effective strategies — keep an eye on our GEO review series!
