Pinterest Ads Success: Why Performance+ Campaigns Are a Game Changer

Pinterest Ads are delivering strong results, especially with the new Performance+ campaign structure. If you are looking for a new paid ad channel that offers affordable clicks and a strong return on investment, Pinterest should be on your radar.

I have been seeing solid results for a client using Performance+ campaigns, and the platform’s ability to drive traffic and sales is impressive.

Why Pinterest Is a Strong Advertising Platform

Pinterest is not like other social platforms. It is a visual discovery engine, meaning users are actively searching for inspiration, ideas, and products to purchase. Here is why this matters for advertisers:

1. Users Have High Purchase Intent

Unlike other social media platforms where users scroll passively, Pinterest users are searching for things to buy. Many people create boards around life events like weddings, home renovations, and holiday shopping, making them more likely to take action.

2. Longevity of Pins

Pinterest content has a much longer lifespan than Facebook or Instagram posts. While a Facebook ad disappears from feeds quickly, a promoted Pin can keep driving traffic for months. This long shelf life means a higher return on investment.

3. Lower Cost Per Click (CPC)

Pinterest Ads often have a lower CPC than Facebook and Instagram Ads, making it an affordable channel for eCommerce brands.

4. More Qualified Traffic

Because people actively search and save content, the traffic from Pinterest is often more engaged than from other social media platforms. This means higher conversion rates when they land on your website.

What Types of Products Perform Best on Pinterest?

Pinterest is ideal for lifestyle, visual, and trend-driven products. Some of the best-performing categories include:

• Home decor – Furniture, wall art, and organizational tools do well since people plan home projects.
• Fashion and accessories – Users look for outfit ideas, seasonal trends, and styling tips.
• Beauty and skincare – Pinterest is a major search engine for makeup tutorials and skincare routines.
• Health and wellness – Fitness plans, meal prep, and self-care products perform well.
• DIY and crafts – Anything related to hobbies, crafting, or handmade goods thrives.
• Gifts and seasonal products – Pinterest is a go-to platform for holiday and event-related shopping.

If your product fits into any of these categories, Pinterest should be part of your marketing strategy.

How to Set Up a Performance+ Campaign on Pinterest

Pinterest’s Performance+ campaign structure is designed to simplify campaign management while improving results. Here’s a step-by-step guide to setting it up.

Step 1: Set Up Your Pinterest Business Account

If you haven’t already, create a Pinterest Business Account at business.pinterest.com. This gives you access to Pinterest Ads and analytics tools.

Step 2: Install the Pinterest Tag

To track conversions, add the Pinterest Tag to your website. This works similarly to Facebook’s pixel and helps you measure ad performance.

1. Go to your Pinterest Business dashboard.
2. Click on Ads > Conversions and set up the Pinterest Tag.
3. Copy the tag and install it on your website (manually or via a tag manager like Google Tag Manager).
4. Set up event tracking for purchases, add-to-cart actions, and sign-ups.

Step 3: Create a New Performance+ Campaign

1. In Pinterest Ads Manager, click Create Campaign and select Performance+.
2. Choose your campaign objective: Conversions for driving sales. Catalog sales for promoting multiple products from your store. Traffic for bringing more visitors to your website.
3. Set your budget and bidding strategy. Performance+ uses automated bidding, but you can set manual limits if needed.

Step 4: Upload Creative Assets

Pinterest is a visual platform, so high-quality creatives are essential.

• Use vertical images (2:3 ratio) for better visibility.
• Include text overlays that highlight your product benefits.
• Show your product in use to help users visualize it.
• Use video ads if possible—Pinterest prioritizes video content in feeds.

Step 5: Select Targeting Options

Pinterest’s Performance+ campaigns use automated audience targeting, but you can refine your audience based on:

• Interests – Target people who engage with relevant topics.
• Keywords – Add specific search terms people use on Pinterest.
• Custom audiences – Retarget website visitors or upload email lists.
• Actalike audiences – Similar to lookalike audiences on Facebook, these expand your reach to similar users.

Step 6: Launch and Monitor Performance

Once your campaign is live:

• Track click-through rates (CTR), conversions, and cost per acquisition (CPA).
• Optimize by testing different creatives and copy.
• Adjust budgets based on top-performing Pins.

Pinterest Ads are underrated but highly effective for brands with visually appealing products. Performance+ campaigns simplify ad management while leveraging Pinterest’s high-intent audience and lower CPCs to drive strong results.

If your brand fits into Pinterest’s top-performing categories, it is worth testing a Performance+ campaign to see how it can boost traffic and sales.