Users actively plan
Pinterest is used to explore ideas, products, projects and future purchases. This makes the platform relevant earlier in the decision-making process, before the user has necessarily chosen a specific brand.
PINTEREST ADS
Be visible while your customers are planning their next purchase
Pinterest is not a social feed, but a visual search and planning platform where people actively look for ideas — often weeks before they buy.
For the right brands it is a strong secondary growth channel that builds early demand without touching what already works.
Pinterest Ads- Visual search
- Inspiration & planning
4,5/5
Pinterest Certified Media BuyerCertified competence in Pinterest Ads — structure, formats and product feeds.Official Pinterest certification
Positioning
Pinterest works best as a strategic complement
Pinterest rarely replaces Meta Ads or Google Ads as the primary growth channel. Its strength lies in reaching potential customers earlier in the research and inspiration phase and creating an additional touchpoint throughout the wider customer journey.
The platform is particularly relevant once tracking, the webshop, the product feed and the primary advertising channels have a stable foundation. Pinterest can then be used to extend reach and create demand among users actively searching for ideas, products and inspiration.
Honest assessment
Pinterest is only recommended when the brand’s products, visual assets, market and existing setup give the platform realistic conditions for success. If the budget creates more value through Meta Ads, Google Ads or Klaviyo first, Pinterest is prioritised at a later stage.
Why Pinterest Ads?
A channel where intent and inspiration meet
Visual products have a natural advantage
Products within fashion, interiors, jewellery, beauty, food and lifestyle can be presented in an inspirational and contextual format.
Content can create value over a longer period
Pins may continue to be discovered through searches, related recommendations and boards after their initial publication, giving the content a different lifespan from a traditional fast-moving feed.
An opportunity to broaden the channel mix
Once the primary channels are performing steadily, Pinterest can create access to new inspiration- and research-based touchpoints without replacing the existing setup.
Search & inspiration
Half search engine, half mood board
Pinterest combines two behaviours that are usually separated across channels. Understanding both is what makes the campaign structure work.
The search behaviour
People type concrete searches: small living room ideas, gold necklace outfit, autumn wedding table. That gives us keywords and intent to build campaigns around.
- Keyword targeting
- Category and interest
- Shopping and catalogue
- Retargeting
The inspiration behaviour
Users save ideas for later. The purchase does not always happen the same day — but the pin keeps working, and the brand stays part of the plan.
- Longer decision cycle
- Saves and boards
- Assisted conversions
- Seasonal planning
This is why Pinterest should not be judged on last click alone. The channel is evaluated on total revenue and its role in the customer journey.
Formats
The formats we work with
Standard Pins
A single vertical image featuring a clear product, message or inspirational visual.
Well suited for- Product presentation
- Lifestyle imagery
- Inspiration
- Guides and tips
- Traffic to categories or landing pages
The illustration demonstrates the format principle. The final design is adapted to the brand, message and campaign.
Video Pins
Vertical videos showing the product in use, demonstrating a process or creating inspiration through movement.
Well suited for- Product demonstrations
- Tutorials
- Before/after
- UGC-style content
- Lifestyle and storytelling
The illustration demonstrates the format principle. The final design is adapted to the brand, message and campaign.
Idea Pins
A sequential format with multiple pages used to explain, inspire or demonstrate a process step by step.
Well suited for- Guides
- How-to content
- Recipes
- Styling ideas
- Step-by-step explanations
The illustration demonstrates the format principle. The final design is adapted to the brand, message and campaign.
Carousel Pins
Multiple images within one pin, allowing users to swipe between products, variations or parts of a story.
Well suited for- Product variants
- Collections
- Before/after
- Multiple benefits
- Sequential storytelling
The illustration demonstrates the format principle. The final design is adapted to the brand, message and campaign.
Shopping Pins
Product-feed-based pins connecting product information and traffic directly to relevant product pages.
Well suited for- Webshop catalogues
- Product search
- Dynamic product ads
- Retargeting
- Collections and categories
The illustration demonstrates the format principle. The final design is adapted to the brand, message and campaign.
Collections
A primary visual combined with several related products, allowing users to explore a complete look or product group.
Well suited for- Collections
- Coordinated looks
- Product universes
- Inspiration with direct shopping options
- Cross-sell and upsell
The illustration demonstrates the format principle. The final design is adapted to the brand, message and campaign.
Creative strategy
Pinterest rewards a different creative expression
Performance creatives from Meta rarely work one to one on Pinterest. The channel favours a calmer, more editorial and inspiration-driven look.
01
Inspiration rather than hard selling
Pinterest users are looking for ideas. Creatives that show the product in context — a room, an outfit, an occasion — work better than classic discount ads.
In practice
- Lifestyle and context imagery
- Clean backgrounds and breathing room
- Natural light and real usage
02
Vertical format and clear readability
The 2:3 format is the standard. Text overlays must be short, concrete and readable on mobile, so the message is understood in under two seconds.
In practice
- 2:3 vertical visuals
- Short value-driven text overlay
- Clear brand element
03
Systematic testing of angles
We test themes, occasions, colours and messages in structured groups, so it becomes clear which creative direction actually drives sales.
In practice
- Theme and occasion testing
- Multiple angles per product
- Ongoing replacement of fatigued pins
I do not produce content in-house. I deliver the creative direction, themes, angles, formats and briefs — and production is handled through creators or production partners when needed.
Trends & seasonality
On Pinterest the season starts earlier than you think
Because users plan ahead, campaigns need to be live weeks — sometimes months — before the purchase happens. Planning the calendar is a core part of the work.
Q1
New year, interiors and reset
Users plan home projects, habits and wardrobe after Christmas.
Q2
Weddings, garden and spring
Season for events, outdoor living and lighter collections.
Q3
Back to routine
Storage, organising, school and autumn mood are planned early.
Q4
Gifting, Christmas and peak season
Pinterest users plan Christmas long before the purchase happens.
Process
How a Pinterest Ads collaboration runs
A structured process from honest assessment to scaling — so the channel is only expanded when it actually creates value.
01
Channel assessment
We assess whether Pinterest makes sense at all for the product, market and content.
- Product and audience fit
- Channel prioritisation
- Realistic expectation setting
02
Setup and tracking
Account, Pinterest Tag, conversions and product feed are set up correctly from the start.
- Pinterest Tag
- Conversion tracking
- Catalogue and feed
03
Strategy and structure
Campaign structure, audiences, keywords and interests are built around the most important products.
- Campaign structure
- Keywords and interests
- Budget allocation
04
Creative plan
We define themes, angles and formats, and build a concrete plan for the pins to be produced.
- Themes and angles
- Format plan
- Production briefs
05
Testing and learning
Campaigns run in controlled tests where data is collected continuously and used to prioritise.
- Structured test plan
- Ongoing data collection
- Prioritising winners
06
Scaling and seasonality
When the channel shows effect, budget and content are scaled in line with season and demand.
- Budget scaling
- Seasonal planning
- Cross-channel reporting
Collaboration
Three ways to work with Pinterest Ads
Pinterest as an add-on
Pinterest is added on top of an existing Meta Ads or Google Ads collaboration.
- Shared cross-channel strategy
- One combined overview
- Shared content and learnings
Focused test period
A time-limited period where the channel is tested with a smaller budget and a clear plan.
- Setup and tracking
- Structured test plan
- Concrete recommendation afterwards
Ongoing optimisation
Continuous optimisation, creative development and seasonal planning once Pinterest is an established channel.
- Monthly optimisation
- Ongoing creative development
- Reporting and sparring
Ongoing communication primarily takes place in Slack, allowing questions, feedback and new opportunities to be handled quickly.
FAQ
Frequently asked questions about Pinterest Ads
No. Pinterest works best for visual products within interior, fashion, jewellery, beauty, DIY, weddings, gifts and lifestyle. If the product is hard to show visually, the channel is rarely the right place to start.
No. Pinterest is recommended as a secondary channel that supplements Meta Ads and Google Ads. The foundation is usually built first, and Pinterest is added once there is room in budget, content and data.
Pinterest often has a longer decision process because users are planning ahead. The channel is therefore typically evaluated over a longer period, with focus on assisted conversions and total revenue.
Vertical images and short videos in 2:3 format work best. The material should be clean, inspiring and product-focused — ideally with a text overlay explaining the value.
Partly. Some assets can be reused, but Pinterest rewards a calmer, more editorial and inspiration-driven expression than typical Meta performance content.
No. The channel can start with a smaller test budget. It does, however, require a clear plan for content, audiences and seasonality before the budget is scaled.
We set up the Pinterest Tag and conversion tracking and evaluate the channel on both direct and assisted revenue alongside your other channels.
Curious whether Pinterest is right for your brand?
Book a free strategy call and get an honest assessment of whether Pinterest Ads is worth testing — and what it would take to do it properly.
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