Pinterest advertising

You advertise on Pinterest through Pinterest Ads Manager. Pinterest differs from other social platforms: people come to find and save ideas for later, like a renovation, an outfit, a recipe or a wedding. Your ad appears as a pin among those ideas, while someone is orienting.

This page is about paid advertising. For organic growth with pins and boards read Pinterest marketing.

What you need

• A Pinterest business account and a claimed website.
• An ad account in Pinterest Ads Manager.
• The Pinterest Tag on your website and, where possible, the Conversions API for server-side signals.
• For webshops: a product catalogue (feed) for shopping ads.

Ad formats

Targeting: search and interests

Pinterest combines elements of search advertising with social targeting:

• Keywords — your ad appears for searches within Pinterest. People often search broadly ("living room ideas"), so think in themes rather than only brand or product names.
• Interests — based on what someone views and saves.
• Your own audiences — website visitors, customer lists and people who engaged with your pins.
• Actalikes — similar audiences based on your own data.

With Performance+ you let Pinterest largely decide targeting and bids.

Creative that works on Pinterest

• Vertical images (2:3). That is the standard feed format.
• Inspiration over advertising. Show the result: the furnished room, the complete outfit, the dish.
• Clear text on the image. A short title helps people understand what the pin is about.
• Seasons early. People plan well ahead on Pinterest; holidays, summer and weddings start weeks or months earlier.

Measurement: be patient when judging

Pinterest often sits early in the customer journey. People save a pin and buy later, sometimes through another channel. So look at longer attribution windows, how often your pins are saved and the effect on branded searches, not just direct purchases.

When Pinterest fits

Pinterest is strong for home and interiors, fashion, beauty, food, weddings, travel, DIY and other visual categories where people orient before buying. It makes less sense for urgent needs (then Google Ads is more direct) or business services.

Frequently asked questions about Pinterest advertising

Can you advertise on Pinterest in the Netherlands?

Yes, Pinterest Ads is available to advertisers in the Netherlands and Belgium via Pinterest Ads Manager.

What does Pinterest advertising cost?

You set your own daily or lifetime budget. Cost per result depends on your category, season and creative. Judge on cost per purchase or lead over a longer period.

What is the difference between a normal pin and an ad?

An ad is a pin you pay for to get extra reach with a chosen audience. It looks like a normal pin, with a label showing it is an ad.

Do shopping ads work on Pinterest?

For webshops with visual products, often yes. They are built automatically from your product catalogue; the quality of your images and product data largely determines the result.

Is Pinterest a search engine or social media?

Both, but in practice it mainly works as a visual search engine where people find and save ideas. That's why advertising there combines keywords with interests.