What are Pinterest Ads, and how do they work?
Pinterest Ads are advertisements that appear on the platform as Promoted Pins. They look just like the regular pins, blending seamlessly into users’ feeds without feeling intrusive. What’s more, they can be tailored to different formats depending on your campaign goals:
- Standard promoted pins – Regular pins with a paid boost for greater reach. Perfect for increasing brand awareness.
- Video ads – Eye-catching and engaging, keeping users hooked for longer. An excellent choice for visually dynamic content.
- Shopping ads – Show specific products and give users a direct link to purchase, making their shopping experience effortless.
- Carousel ads – Allow users to swipe through multiple images in a single pin—ideal for showcasing product collections, step-by-step guides, or storytelling campaigns.
What are the benefits of Pinterest Ads?
- Lower Cost-Per-Click (CPC) – Pinterest Ads often have a lower CPC than Facebook or Instagram.
- Higher conversion rates – Pinterest users have strong purchase intent while browsing (e.g., saving outfit ideas, home decor inspiration).
- Advanced targeting options – Reach users based on their searches, interests, and keywords, ensuring your ads reach the right audience at the right time.
- Long-term impact – Unlike other platforms, Pinterest content has a longer lifespan, meaning your ads can keep driving traffic and sales long after your campaign ends.
source: https://business.pinterest.com/advertise/#conversions
Who can benefit most from Pinterest Ads?
Not every industry will thrive on Pinterest, but if you operate in one of the following categories, you have a great chance of achieving a significant marketing boost:
- Home & Furniture – Pinterest users are interior design enthusiasts who are constantly searching for decor inspiration. This platform is your natural playground if you sell furniture, decor, or home accessories.
- Fashion & Beauty – From makeup tutorials to seasonal fashion trends, Pinterest thrives on style. Ads in this category enjoy high engagement and strong conversion rates.
- Handmade & Unique Products – Are you creating and selling handmade jewelry, custom gifts, or crafts? Pinterest is where niche audiences look for one-of-a-kind finds.
- Fitness & Wellness – Whether it’s meal prep guides, yoga routines, or home workouts, Pinterest is packed with users seeking a healthier lifestyle—making it an excellent platform for promoting wellness-related products.
- Wedding & Travel Planning – Future brides and avid travelers use Pinterest to plan every detail of their big day or dream getaway. If your business can help them, Pinterest Ads can put you right in front of your ideal customers.
What makes Pinterest stand out from other platforms?
1. It’s a visual search engine, not just another social media platform
Unlike Facebook or Instagram, Pinterest works more like Google. Users aren’t just passively scrolling through friends’ updates or influencer content; they’re actively searching for ideas, products, and solutions to bring their plans to life.
2. Longer content lifespan
On Instagram, a post typically fades after 48 hours; on Twitter, it can disappear in minutes. But on Pinterest, a single pin can drive traffic for months—or even years! That means your content continues delivering value long after your campaign ends.
3. Highly motivated shoppers
A remarkable 89% of Pinterest users browse the platform for shopping inspiration. They’re not just looking but actively looking for products to buy. With Pinterest Ads, your brand can become a key part of their purchase journey.
4. A long-term attribution window
Pinterest Ads use a 30/30/1 attribution model, meaning:
- 30-day click-through – Conversions are attributed if a user clicks on the ad and purchases within 30 days.
- 30-day save-through – Conversions count if a user saves the pin and buys within 30 days.
- 1-day view-through – A conversion is recorded if a user sees the ad and purchases within 24 hours, even without clicking.
Why does it matter?
Even if a user doesn’t buy immediately, your ad can still drive conversions later—sometimes weeks or months later. This is one of Pinterest’s key advantages over other social media platforms, as its attribution window is significantly wider than that of different channels. This longer window aligns with Pinterest’s core function as a “life and shopping planner” rather than a platform that triggers impulsive, split-second buying decisions.
Simply put: If a user clicks on your ad and returns to your site within 30 days to make a purchase, the conversion is attributed to your ad. Even if they only saw the ad and decided to buy within 24 hours, the system will still recognize it.
Example 1:
Imagine you’re promoting a boho-style furniture collection. A user sees an ad for a sofa and clicks on it but doesn’t purchase it right away. However, they save your pin to their “Living Room Inspiration” board. Two weeks later, as they finalize their renovation plans, they come back and make the purchase. Thanks to Pinterest’s 30-day attribution window, the conversion is still credited to your ad. This conversion would have been lost on platforms like Facebook (7-day window).
Example 2:
A fitness brand promotes a home workout kit. A user clicks on the ad and saves the pin but doesn’t buy it immediately. A month later, inspired by their New Year’s resolution, they decided to build a home gym and purchase the kit. With Pinterest Ads’ extended attribution model, you can track and attribute this delayed conversion to your original campaign.
5. Perfect for niche audiences
If your brand targets a particular audience, Pinterest can help you reach them. Whether it’s Scandinavian design lovers, handmade craft enthusiasts, or home organization fanatics, you’ll find them all actively searching and saving, and planning their next purchase on Pinterest.
How to analyze and optimize Pinterest Ads data for maximum impact?
To maximize Pinterest Ads’ potential, you need to understand where your conversions come from and Identify which campaigns drive the most value. Pinterest’s analytics system offers powerful insights.
1. Conversion reporting – understanding the user journey
Pinterest allows you to track the entire customer journey—from the first ad interaction to the final purchase. Understanding how long it takes users to convert helps refine your ad strategy for better results.
Pro Tip: If you notice that most conversions happen days or weeks after the first ad interaction, adjust your strategy by extending your campaign duration and investing in remarketing for users who previously showed interest in your products but didn’t buy.
Example:
Imagine you sell handmade soy candles. Your reports show that users frequently click on your ad and take an average of 12 days to make a purchase. This means that your customers need time need time to decide. To increase conversions, launch a remarketing campaign featuring a limited-time discount for visitors who previously explored your site.
2. Analyzing the effectiveness of different ad formats
Pinterest offers a variety of ad formats, each performing best at different stages of the sales funnel. By leveraging analytics, you can identify which formats deliver the best results for specific audience segments. The key to success? Consistently testing, experimenting with creative strategies, and staying data-driven to refine your next steps.
Example:
- Video Ads tend to generate higher engagement and clicks at the awareness stage.
- Shopping Ads excel at driving direct purchases, making them ideal for users ready to buy.
- Carousel Ads are great for educating potential buyers—showcasing product variations or step-by-step tutorials.
3. Targeting the right audience with interests & keywords
Pinterest Ads allow for precise targeting based on user interests and keyword searches—similar to Google Ads but with a visual-first approach.
Example:
If you sell garden accessories, you can target users searching for “Japanese-style garden” or “DIY outdoor furniture”. This ensures your ads reach people who are actively looking for products like yours, increasing the likelihood of conversions.
Final thoughts – Pinterest Ads are a marathon, not a sprint
If your brand operates in lifestyle, home decor, fashion, or e-commerce, Pinterest Ads is an opportunity you shouldn’t overlook. Unlike other social platforms, users come here with intent—actively searching for inspiration and ready to take action.
Pinterest’s unique attribution and analytics system gives you an edge if you think long-term. With a 30-day conversion window, you can track the entire customer journey—from the initial spark of interest to the final purchase. If your products require thoughtful consideration before buying, Pinterest Ads provide the perfect space to engage and convert your audience.
Thinking about launching Pinterest Ads but not sure where to start? Let’s chat! We’ll create a strategy that fits your business and helps you turn inspiration into conversions.
