Pinterest Ads: How to Drive E-commerce Sales with Visual Search

Sammy
Jul 24
5 min read

Let’s be honest—when you think of ads that drive e-commerce sales, your mind probably jumps to Google, Facebook, or maybe TikTok.

But Pinterest?

It’s often the unsung hero of e-commerce advertising. That’s a big miss.

Pinterest isn’t just a place for mood boards and wedding ideas. It’s a visual search engine with buying intent baked in. In fact, 83% of weekly pinners have made a purchase based on content they saw on Pinterest, and 97% of top searches are unbranded—meaning small businesses have a fair shot at competing with bigger brands.

In this post, we’ll explore exactly how you can use Pinterest Ads: How to Drive E-commerce Sales with Visual Search—and turn those dreamy pins into real, trackable conversions.

What Makes Pinterest Ads Unique?

Unlike traditional social platforms, Pinterest isn’t about who you follow—it’s about what you're looking for. Users aren’t here to scroll endlessly. They’re actively planning purchases—from bridal jewelry to home office setups.

Key Pinterest Advertising Advantages:

High intent: Pinterest users are planners, not procrastinators.
Visual discovery: Perfect for product-based businesses.
Evergreen content: Pins have a longer shelf life than Instagram or Facebook posts.
Lower CPCs: Compared to Facebook and Google, Pinterest Ads can be cheaper—especially in visual retail niches.

How Visual Search Works on Pinterest: Pinterest Ads: How to Drive E-commerce Sales with Visual Search

Pinterest’s visual search technology is next-level. It lets users search using images instead of keywords. For e-commerce brands, this means:

Your product can show up when someone searches for a “look” or “style.”
You can target visual cues, not just text-based search terms.
Your product photos become your keywords.

Example: Someone clicks on a pin showing a modern wooden desk. Pinterest suggests related products—including similar desks. If your product is visually similar, boom—you’re in the mix.

Understanding Pinterest User Behavior

Before running ads, it’s important to understand Pinterest’s audience. Unlike TikTok’s impulse-happy crowd or Instagram’s influencers, Pinterest users are intent-driven.

Here’s what the data tells us:

77% of weekly users say they’ve discovered a new brand or product.
Most users are in buying mode, not browsing mode.
Pinterest is especially powerful in niches like:
- Fashion & accessories
- Home decor
- DIY & crafts
- Health & wellness
- Food & drink
- Event planning (hello, wedding season!)

Setting Up Your Pinterest Business Account

Before running ads, make sure you’ve:

Created a Pinterest Business Account.
Claimed your website.
Installed the Pinterest Tag on your website (for conversion tracking).
Uploaded a product feed (if using Shopping Ads).

✅ Bonus Tip: Use a Shopify or WooCommerce integration to easily sync your products.

Types of Pinterest Ads (and When to Use Them)

Pinterest offers several ad formats. Choose based on your campaign goal.

1. Standard Pins

Single image ads.
Great for product awareness and link clicks.

2. Video Pins

Higher engagement.
Ideal for product demos, tutorials, or storytelling.

3. Shopping Ads

Pull products directly from your catalog.
Great for e-commerce stores with multiple SKUs.

4. Carousel Ads

Multiple images in a single ad.
Perfect for telling a story or showcasing product variations.

5. Collections Ads

Feature one large asset and multiple smaller images.
Works well for fashion, home decor, and bundles.

Creating a High-Converting Pinterest Campaign

Here’s your mini blueprint to success:

Step 1: Define Your Goal

Choose from:

Brand awareness
Video views
Website traffic
Catalog sales
Conversions

Step 2: Target the Right Audience

Pinterest offers:

Interests (e.g., home décor lovers)
Keywords (e.g., “boho earrings”)
Actalikes (Pinterest’s version of lookalikes)
Retargeting (people who’ve engaged with your Pins or site)

Step 3: Build the Perfect Pin

Use vertical formats (2:3 aspect ratio)
Add branding subtly (logo, watermark)
Include a clear CTA
Optimize Pin titles and descriptions with keywords

Pinterest Tag: Your Secret Weapon

The Pinterest Tag is like Facebook Pixel’s artsy cousin.

What it does:

Tracks conversions.
Helps you build retargeting audiences.
Unlocks optimization for actions (e.g., Add to Cart, Purchase).

Pro Tip: Set up event tracking for checkouts, add-to-carts, and signups. This is crucial if you want Pinterest’s algorithm to work its magic.

Targeting with Pinterest Visual Search

Pinterest’s “Related Pins” and “Lens” tools mean your product can appear in results for visually similar images.

Tips to Optimize for Visual Search:

Use high-quality product photography
Ensure your product is the main subject of the image
Add contextual images (e.g., a ring on a hand, a lamp in a room)

Think of Pinterest like Google, but prettier. Visual SEO matters.

Optimizing Creatives for Pinterest Ads

Here’s the anatomy of a winning Pin:

Bright, high-contrast imagery
Text overlay that adds context (but doesn’t overpower)
Lifestyle photos over plain white backgrounds
Consistent branding (fonts, colors, vibe)

According to Pinterest, Pins with text overlay have a 6% higher conversion rate.

Riding Trends & Seasonal Moments

Pinterest is driven by planning—use that to your advantage.

Seasonal Pinning Calendar:

Season	Campaign Ideas
Jan–Feb	Fitness, Valentine's Day gifts
Mar–Apr	Spring fashion, Easter, home refresh
May–Jun	Weddings, Mother’s Day, travel gear
Jul–Aug	Back-to-school, summer style
Sep–Oct	Fall decor, Halloween costumes
Nov–Dec	Holiday shopping, Christmas, NYE

Use Pinterest Trends (https://trends.pinterest.com) to spot rising topics and keywords.

Budgeting & Bidding on Pinterest Ads

Pinterest Ads use an auction system like Facebook.

Budgeting Best Practices:

Start with $20–$50/day to test.
Use automatic bidding for the first week.
Switch to manual bidding once you know your CPC/CPA.

Monitor your CTR, saves, and conversions—these are your health metrics.

Measuring Performance: KPIs That Matter

Keep your eye on:

CTR (Click-Through Rate) – Are people clicking?
Saves – Are they bookmarking your product for later?
Conversions – Are clicks turning into sales?
Engagement rate – Total actions on your Pin
ROAS (Return on Ad Spend) – Is it profitable?

Pro tip: Pinterest content compounds. A single ad can keep driving traffic even after the campaign ends.

Case Studies: Real Brands Winning with Pinterest Ads

Example 1: A DTC Jewelry Brand

After switching from Instagram to Pinterest for product promotion, the brand saw a 23% lower CPA and 3x more saves—leading to more email signups and sales.

Example 2: A Home Decor Store

By using shoppable Pins with clear lifestyle imagery, the brand boosted sales by 40% over 6 months—and most purchases came from non-followers.

Expert Tips to Boost ROI with Visual Search

Focus on evergreen content – Pins age like fine wine.
Use keywords in image file names.
Promote your best-performing organic Pins.
Use UGC or influencer-style photography.
A/B test everything—image vs. video, text overlay vs. clean images.

Final Thoughts: Pinterest = Passive Sales on Autopilot

Pinterest Ads are the hidden gem of e-commerce growth. While others fight it out on Meta and Google, you can quietly build a Pinterest funnel that works long after your ad budget runs out.

Master Pinterest Ads: How to Drive E-commerce Sales with Visual Search, and you’ll unlock an entirely new revenue channel—full of engaged, purchase-ready users who came looking for what you offer.

Call to Action

Want to take your Pinterest Ads to the next level?Download our free Pinterest Ad Starter Kit or schedule a strategy call today and let’s turn visual search into your brand’s secret weapon.

FAQ: Pinterest Ads & Visual Search

1. Are Pinterest Ads good for small businesses?

Yes! Pinterest levels the playing field by focusing on visual content rather than brand recognition.

2. How much do Pinterest Ads cost?

They’re generally cheaper than Facebook or Google—expect CPCs around $0.10–$1.50 depending on your niche.

3. What’s the Pinterest Tag, and do I need it?

It’s a tracking code like the Facebook Pixel. Yes, you need it to track conversions and optimize campaigns.

4. Can I run Pinterest Ads without a product catalog?

Yes, but Shopping Ads require a catalog. You can still run Standard or Video ads for services or lead generation.

5. How long do Pinterest Ads take to work?

They often need a longer ramp-up than Meta ads, but they have a longer tail. Patience pays off.