Are Pinterest ads cheaper than Facebook ads?

Budget rules side by side

• Pinterest: no minimum budget for Performance+ campaigns. For cost per action goals, Pinterest recommends a daily budget of at least 5 times your goal.
• Pinterest pacing: it tries to spend no more than 125% of a daily budget in one day.
• Meta: suggests starting with at least USD 5 for more than six days. With a cost per result goal, the daily budget should be at least 5 times that goal.
• Learning: Meta ad sets usually leave learning after about 50 results in a week. Pinterest’s Learning indicator takes about two weeks on average.

The bigger difference for apps

Pinterest removed mobile app install ads in 2021. Meta’s App Promotion objective can optimise for installs, app events or value. For a pure install campaign, the two are not like-for-like.

In practice

Compare channels on cost per retained or paying user, not on CPM or cost per click. Use Pinterest for apps with a web or shopping journey, or to re-engage users through deep links, and Meta for installs at scale.

See where Pinterest fits an app media mix on our Pinterest ads page.