When should you use Pinterest ads?
Short answer
Use Pinterest ads when people plan, browse or shop for what you sell, and your goal is awareness, consideration, leads or sales. For mobile apps, note that Pinterest no longer offers app install ads, so it suits apps with a web or shopping journey better than pure install campaigns.
Good fits
- Brand awareness and video completion campaigns for visual products and categories.
- Consideration campaigns that drive traffic to a site or landing page.
- Lead and sales campaigns with solid conversion tracking. Pinterest advises 50 or more conversion events a week for Performance+ Leads and Sales campaigns.
- Apps that want to re-engage users through mobile deep links to a specific in-app page.
Weaker fits
- Campaigns where the only goal is app installs. Pinterest removed app install ads in 2021.
- Accounts with too few conversions to optimise. Below 50 a week, Pinterest suggests starting with the Consideration objective.
In practice
Plan for about two weeks of learning on Performance+ campaigns, and set a daily budget of at least 5 times your cost per result goal, as Pinterest recommends. Measure Pinterest on the same cost per user or revenue target as your other channels.
See how Pinterest fits an app media mix on our Pinterest ads page.
Related Pinterest questions
- How much does it cost to bid on Pinterest ads?
- Are Pinterest ads cheaper than Facebook ads?
- How much should I spend a day on Pinterest ads?
- What is a good CTR for Pinterest ads?