How to Use Pinterest Ads: A Beginner’s Step-by-Step Guide (2025)

Pinterest Ads are a game-changer for businesses aiming to connect with an engaged audience. Pinterest, with over 520 million monthly users, is more than just a platform for recipes and decorating ideas – it’s a powerful marketing tool. 

This step-by-step guide will walk you through everything you need to know about Pinterest Ads, from setup to success, without unnecessary jargon.

Let’s jump into the process of creating effective Pinterest ad campaigns.

What Are Pinterest Ads?

Pinterest Ads, also called Promoted Pins, are sponsored posts that help businesses promote their products or services. These ads seamlessly blend into Pinterest’s visual platform, showing up in users’ feeds, search results, and more.

With 85% of Pinterest users saying they’ve bought something based on a Pin, the platform is an excellent place to connect with potential customers who are actively seeking inspiration and products.

Why Use Pinterest Ads?

Here are a few reasons why Pinterest Advertising should be part of your marketing strategy:

1. High User Intent: Most Pinterest users are actively looking for products, services, or ideas, making them more likely to convert.
2. Cost-Effective: Reaching 1,000 people costs an average of $5, less than many other platforms.
3. Targeted Advertising: Ads can target users based on demographics, keywords, and past behavior.
4. Boosted Sales: Shopping ads on Pinterest can triple sales for many businesses.

Pinterest is particularly effective for industries like fashion, home décor, and beauty, where visuals play a major role in customer decision-making.

Step 1: Set Up Your Pinterest Business Account

Getting started with Pinterest Ads begins with creating a Pinterest Business Account. A Business Account gives you access to analytics, audience insights, and ad tools. 

Here’s how to create one:

1. Visit Pinterest for Business 
2. Sign up for a free account or convert your personal account into a business account.
3. Add a profile picture, a clear description of your business, and a link to your website.

Once your business profile is ready, you’ll have access to the Pinterest Ads Manager, where all the magic (or rather, strategy) happens.

Step 2: Set Up the Pinterest Tag

The first step to running Pinterest Ads is setting up the Pinterest Tag on your website. This is a small piece of code that tracks important actions like add-to-cart clicks and purchases.

Why is this important?

The Pinterest Tag helps you see how well your ads are performing and ensures Pinterest has accurate data to optimize your campaigns.

How to Set It Up:

• Add the tag to your website through your eCommerce platform (e.g., Shopify or WordPress).
• Make sure it tracks key actions like page visits, add-to-carts, and checkouts.

If you’re unsure how to do this, Pinterest provides a helpful step-by-step guide on their website. Click here to learn more.

Step 3: Check Your Pinterest Tag Data

Once the Pinterest Tag is installed, you need to ensure it’s working correctly by checking the data it collects.

What to Do:

1. Go to the Conversions section of your Pinterest Ads dashboard.
   • Check if it’s tracking page visits, add-to-carts, and checkouts properly.
   • Look for gaps in data that might indicate issues with your tag setup.
2. Use the Pinterest Tag Helper Extension:
   • Download the Pinterest Tag Helper Chrome extension.
   • This tool helps you verify if your tag is correctly installed and working on your site.
   • Open your website with the extension enabled, and it will show what actions the tag is tracking.

If the data isn’t accurate, revisit your tag setup or seek help to fix any issues.

Step 4: Create a Campaign

When you look to your left, you’ll notice three lines – this is your menu section. Click or tap on it, and the Ads section should appear on the right. You’ll also find other options, such as:

Create Campaign

• This is the main way to set up Pinterest Ads step by step.
• You can choose your campaign goal (e.g., awareness, traffic, or conversions), budget, targeting, and upload pins.
• Ideal for users who prefer a guided, detailed setup process.

Promote a Pin

• A quick and easy option to turn an existing pin into an ad directly from your Pinterest profile.
• Best for users who want to promote a single pin without creating a full campaign.
• Simplified targeting and budget settings.

Bulk Editor

• A tool for managing multiple ads and campaigns at once via spreadsheets.
• Useful for advanced advertisers who need to make large-scale updates or launch multiple campaigns efficiently.
• Allows you to upload, edit, and manage ads in bulk.

You will choose Create Campaign, which is for beginners or advertisers with specific goals like conversions, traffic, or awareness.

Step 5: Select Your Campaign Creation Method

Next, Pinterest will give you two more options to choose from, an Automated campaign or a Manual Campaign. Each offering distinct advantages based on your needs.

As marketers seeking greater control over our ads, we prefer and recommend the Manual Campaign option over the Automated Campaign. However, if you are new to Pinterest ads and lack experience, starting with an Automated Campaign might be more suitable for you.

Continue reading below to understand the differences between the two options.

Automated Campaigns

Automated campaigns, like those powered by Pinterest Performance+, simplify the setup process using AI. They’re ideal for beginners or those short on time. After selecting your campaign objective and budget, the AI handles targeting and optimization. 

While this saves effort, it offers less control over adjustments, requiring trust in the algorithm as it learns and optimizes over time.

Manual Campaigns

Manual campaigns give advertisers full control over targeting, bidding, and creative adjustments. This approach suits experienced marketers who want to customize every aspect of their campaign. 

However, it requires ongoing monitoring and effort to achieve the best results.

Which is Best?

• Choose Automated Campaigns if you’re new to Pinterest Ads or need a quick, hassle-free setup.
• Opt for Manual Campaigns if you value customization and have the expertise to fine-tune your ads.

Both methods can deliver results, so testing each can help you find the best fit for your strategy.

Step 6: Choose the Right Campaign Objective

Before launching an ad, it’s essential to define your goals. Pinterest Ads allow you to choose from several objectives, such as increasing brand awareness, driving traffic (Consideration) to your website, or boosting sales through conversions. 

• Build awareness: Get your brand in front of more people.
• Drive consideration: Drive users to your website.
• Get conversions: Encourage users to take actions like purchases or sign-ups.
• Full-Funnel Strategy: Combine top, middle, and bottom-of-funnel campaigns to guide users from awareness to purchase.

If you’re looking for measurable results like purchases or sign-ups, selecting a Conversions-based campaign is often the best return on investment.

Next, ensure you give your campaign a descriptive name. For example, “Summer Sale 2025 – Women’s Fashion.” Additionally, remember to set your campaign status to “Active” to make it go live.

Step 7: Set Your Budget

Pinterest gives you two budget options:

1. Daily Budget: Set a specific amount to spend each day.
2. Lifetime Budget: Set a total budget for the campaign’s entire duration.

Budget Tips:

• Traffic Campaigns: Start small if you’re just driving traffic to your site (e.g., $20/day).
• Conversion Campaigns: These require a higher budget, usually $50–$100/day, for better results.
• Use the 4x CPA formula: Multiply your average cost per action (e.g., $10) by four to set your daily budget.

The Structure of Pinterest Ads: A Simple Breakdown

Understanding the structure of Pinterest Ads is key to setting up successful campaigns. The platform organizes ad campaigns into three main levels, similar to other advertising platforms like Facebook and Google. Here’s how it works:

1. Campaign Level

The campaign is the foundation of your ad structure and sets the overarching goal. At this level, you define your objective, which determines the purpose of the campaign. Pinterest offers several objectives, such as:

• Awareness: Increase brand visibility.
• Consideration: Drive traffic to your website.
• Conversions: Encourage actions like purchases or sign-ups.

Think of this as the “why” behind your advertising efforts.

2. Ad Group Level

Within each campaign, you can create one or more ad groups, which act as subcategories to organize your ads. At this level, you’ll make decisions about:

• Audience Targeting: Define who will see your ads based on demographics, interests, or keywords.
• Budget and Schedule: Set daily or lifetime budgets and choose the campaign’s start and end dates.
• Placements: Select where your ads will appear (e.g., home feed, search results, or related pins).

Ad groups allow for greater flexibility, as you can test different targeting strategies and allocate budgets accordingly.

3. Ad Level

The ad level is where your creative assets live. Here, you’ll upload your visuals (images or videos), write compelling headlines or descriptions, and include a destination link (like your website or product page). This is the “what” your audience will see when your ad appears.

You can include multiple ads within an ad group to test different creatives and determine which resonates best with your audience.

Why This Structure Matters

This hierarchy helps you stay organized and gives you flexibility:

• The Campaign Level defines the overall purpose.
• The Ad Group Level lets you experiment with targeting and budgeting strategies.
• The Ad Level allows you to test creative variations to find what works best.

By understanding and leveraging this structure, you can create more effective and targeted campaigns on Pinterest.

Step 8: Define Your Target Audience

One of the standout features of Pinterest Ads is the ability to finely tune your audience targeting. Pinterest Audience Targeting helps you reach the right people. Options include:

Demographics

Age, gender, location, and language.

Interest-Based Targeting

Interest targeting lets you reach users based on what they like. Since 77% of Pinterest users find new brands here, it’s a good way to get noticed. Your ads will be more likely to engage and convert users.

Keyword Targeting

Keyword optimization is key to Pinterest’s success. Pinterest suggests using at least 25 relevant keywords for each ad. This helps your ads show up more often. You can choose from five match types to target users who are searching for what you offer.

Custom Audiences

Custom audiences help you reach out to people you already know or who are similar. You can make audiences from your customer lists, website visitors, or people who’ve seen your content. For the best results, make sure your list has at least 100 people. Pinterest will update the size of your audience in 24-48 hours.

Targeting Option	Key Benefit	User Impact
Interest-Based	Reach users based on preferences	77% discover new brands
Keyword	Appear in relevant searches	Increased visibility
Custom Audiences	Retarget existing customers	Higher conversion rates

Combining interests and keywords often provides the most effective results.

By using these targeting methods together, you can make a strong Pinterest marketing plan. Remember, 85% of Pinterest users have bought something because of a brand’s pin. Use these options to increase your visibility and sales on Pinterest.

Best Practices for Targeting:

• Start with a large audience (at least 5 million people) to give Pinterest room to optimize.
• Use a mix of keywords and interests relevant to your product. 
• Select basic targeting options like device, age, and language, then adjust later based on performance.

Need help finding keywords for your target audience, check out our article How to Master Pinterest Keyword Research for SEO Success.

Step 9: Create Eye-Catching Ads

Pinterest is a highly visual platform, so your ads need to stand out, which means your ad’s design plays a crucial role in its success. Head over to Canva and follow these tips for creating effective ads:

1. Use High-Quality Visuals: Sharp, professional images or videos grab attention.
2. Add Clear Text Overlays: Highlight key benefits or features of your product.
3. Experiment with Video: Short videos (6–15 seconds) are more engaging than static images.
4. Include a Call-to-Action (CTA): Phrases like “Shop Now” or “Learn More” encourage clicks.
5. What Is My Scroll Stopper? Use bold visuals to grab attention instantly.
6. Add Value Share tips, and ideas, or solve problems to engage your audience.
7. Optimize for Sound Off Add text overlays and captions for sound-off browsing.
8. Test Video Ads Short, engaging videos attract more attention.
9. Leverage Seasonal Trends Align your ads with holidays or popular events.
10. Follow Pinterest’s recommended dimensions: 1000 x 1500 pixels.

Standard Ad Pin Examples

The image below showcases examples of Standard Ad Pins on Pinterest, which blend seamlessly into users’ feeds while being marked as “Sponsored.”

Each ad presents high-quality visuals paired with clear and concise messaging to promote products or services. These examples highlight:

• Kohl’s: A stylish athleisure outfit with text emphasizing affordability.
• Canada Goose: A holiday gift guide featuring cozy winter apparel.
• Wayfair: A festive ad targeting holiday shoppers with colorful product imagery.
• Stitch Fix: A fashion quiz ad encouraging users to discover their style.

Standard Ads like these use a 2:3 aspect ratio (1000 x 1500 pixels) and often include a call-to-action, such as “Shop Now,” to drive engagement. These visually appealing ads demonstrate how brands can inspire users while promoting their offerings effectively.

Pinterest Ad Sizes and Specifications

To make your Pinterest Ads look professional and perform well, follow the recommended sizes and aspect ratios for each ad type. Here’s a breakdown:

1. Standard Ads

Standard ads are image-based and appear as regular pins in feeds or search results.

• Aspect Ratio: 2:3 (Recommended)
• Size: 1000 x 1500 pixels
• Tip: Avoid taller pins, as they may be cropped in feeds.

2. Standard Video Ads

Video ads appear seamlessly in users’ feeds and are great for storytelling.

• Aspect Ratios: 1:1 (Square) or 2:3 (Vertical)
• Size: Minimum 1080 x 1080 pixels
• Length: 4 seconds to 15 minutes
• File Type: MP4, MOV, or M4V
• Max File Size: 2GB

3. Max Width Video Ads

Max width videos span the full width of mobile feeds, making them highly engaging.

• Aspect Ratios: 1:1 (Square) or 16:9 (Wide)
• Size: Minimum 1080 x 1920 pixels
• Length: 4 seconds to 15 minutes
• File Type: MP4, MOV, or M4V
• Max File Size: 2GB

4. Carousel Pin Ads

Carousel ads allow users to swipe through multiple images or videos in a single pin.

• Aspect Ratios: 1:1 (Square) or 2:3 (Vertical)
• Size: Minimum 1080 x 1080 pixels (per card)
• Number of Cards: 2 to 5 images or videos
• File Types: Images (PNG, JPEG) or videos (MP4, MOV)
• Max File Size: 32MB per card for images; 2GB for videos

5. Shopping Pin Ads

Shopping pins showcase products and include links directly to your website.

• Aspect Ratio: 2:3 (Recommended)
• Size: 1000 x 1500 pixels
• Tip: Use clean, high-resolution images to highlight product details.

6. Collection Pin Ads

Collections combine a featured “hero” image or video with smaller supporting images.

• Hero Image/Video:
  • Aspect Ratio: 1:1 (Square) or 2:3 (Vertical)
  • Size: Minimum 1000 x 1500 pixels
• Supporting Images:
  • Aspect Ratio: 1:1 (Square)
  • Size: Minimum 1000 x 1000 pixels
• File Types: PNG, JPEG, MP4, or MOV
• Max File Size: 10MB for images; 2GB for videos

Using these sizes and ratios helps your ads look great on Pinterest and attract more engagement.

Step 10: Add SEO to Your Pins

Remember, Pinterest isn’t just a social platform – it’s also a search engine. Optimizing your pins with keywords ensures they show up in relevant searches.

SEO Checklist:

• Add long-tail keywords to your pin titles and descriptions.
• Write natural, engaging descriptions that include at least 6 keywords.
• Use tools like UTM codes to track how your pins are performing.

Struggling to Create Eye-Catching Pins? 

If you’re finding it difficult to design visually appealing pins, consider using a tool like Pin Generator. This handy tool automates the process of creating Pinterest-worthy pins, making it especially valuable for those who feel stuck or want to scale their Pinterest efforts without spending extra time.

Pin Generator offers customizable templates and design options that align with Pinterest’s best practices, ensuring your pins are not only professional but also engaging. 

Whether you’re new to Pinterest or looking to expand your content library, this tool can help you consistently produce high-quality designs that grab attention and drive clicks. Try Pin Generator to create stunning pins quickly and easily!

Pinterest Performance+: A New Way to Simplify Ads

What is Pinterest Performance+?

Pinterest Performance+ is the latest addition to Pinterest’s advertising suite, introduced at the Pinterest Presents 2024 event. It’s an AI-powered tool designed to simplify the process of setting up and running ad campaigns while optimizing for better results. 

With Performance+, businesses can automate ad placements, targeting, and creative enhancements, making it easier to focus on outcomes rather than micromanaging campaigns.

The Benefits of Pinterest Performance+

Pinterest Performance+ transforms advertising with AI-powered automation, making it easier to set up and optimize campaigns. By cutting down manual inputs by 50%, it streamlines the process, saving time for advertisers. Its standout feature, generative AI backgrounds, turn plain product images into visually appealing ads, boosting checkouts by 11% and return on ad spend (ROAS) by 18%.

This tool also refines targeting, ensuring ads reach the most relevant audience with minimal effort. For businesses focused on conversions and catalog sales, Performance+ offers a simple yet effective way to enhance campaign performance without constant adjustments. It’s a powerful solution for brands looking to maximize results with less effort.

For a look into how Pinterest Performance+ works and how it can change your advertising strategy, check out the video by Pinterest below.  👇

Pros of Pinterest Performance+

• Ease of Use: Simplifies campaign creation for beginners while saving time for experienced marketers.
• Improved Creative: Automatically enhances visuals, helping businesses without design resources.
• Efficient Targeting: AI refines audience targeting for better performance with less manual effort.
• Scalability: Designed to help campaigns grow efficiently as they perform well.

Cons of Pinterest Performance+

• Limited Control: You cannot manually optimize campaigns during the AI’s “learning mode,” requiring trust in the algorithm.
• Budget Requirement: Campaigns need a sufficient budget to allow the AI to work effectively over time.
• Potential Risk for New Users: If you’re not familiar with AI-driven tools, the lack of immediate optimization might feel restrictive.

How Much Do Pinterest Ads Cost?

Pinterest Ads operate on a flexible bidding system, meaning you decide how much you’re willing to pay per click (CPC) or per 1,000 impressions (CPM). On average, CPC ranges from $0.10 to $1.50, making Pinterest a cost-effective option compared to platforms like LinkedIn or Twitter.

You can choose between daily or lifetime budgets, allowing you to control your spending based on your campaign goals. Many businesses start with a modest budget to test the waters, gradually increasing spending as they identify what works best.

Step 11: Launch Your Campaign

After you’ve set your targeting, budget, and ad creative, it’s time to launch your campaign. Pinterest reviews each ad to ensure it follows their guidelines, which may take up to 24 hours.

Step 12: Tracking and Optimizing Your Campaigns

Once your campaign is live, monitoring its performance is crucial. Pinterest Analytics provides detailed insights into metrics like

• Impressions: How often your ad is shown.
• Outbound Clicks: How many people clicked your ad.
• Conversions: How many users took actions like purchases or sign-ups.
• Click-Through Rate (CTR): Know how engaging your ads are
• Conversions: Track important actions like sales
• Cost Per Conversion: Find out the average cost per action
• Return on Ad Spend (ROAS): See how much revenue your ads bring in

This data helps you refine your strategy over time, whether it’s adjusting your targeting, tweaking your creative, or reallocating your budget.

For example, if your ads are getting impressions but few clicks, it might be time to revisit your visuals or headlines. Similarly, if conversions are low, consider refining your audience targeting to better align with user intent.

Use this data to adjust your audience targeting, budget, and creatives to improve performance

Best Practices for Pinterest Ads

Here are a few tips to make your Pinterest Ads successful:

1. Test Multiple Variations: Experiment with different images, headlines, and formats.
2. Use Keywords Strategically: Incorporate keywords into your ad copy for better alignment with user searches.
3. Stay On-Brand: Use consistent colors and themes to build brand recognition.
4. Start Small: Begin with a smaller budget and scale up based on results.
5. Leverage Video: Video content tends to perform better, capturing attention more effectively than static images.

Organic vs. Paid Pinterest Strategy

Creating a winning Pinterest marketing strategy means balancing organic growth with paid ads. Organic pins can take 3-6 months to start showing results. But, promoted pins can get you noticed faster. It’s wise to use both methods to boost your Pinterest presence.

Getting organic traffic on Pinterest needs consistent content and optimization. With 482 million monthly users, Pinterest is a huge opportunity for organic reach. Create high-quality, eye-catching pins that speak to your audience. Use keywords and Rich Pins to increase your visibility.

Paid ads on Pinterest can kickstart your marketing. Two out of three users search for products or ideas here. Use promoted pins to improve your organic efforts, targeting specific groups and driving traffic to key content. This way, you get quick results while growing organically over time.

By mixing organic and paid strategies, you build a strong Pinterest marketing plan. Track how both types of content perform to guide your future actions. Focus on pins and boards that connect with your audience. Remember, Pinterest users spend over 25% of their time shopping, making it a key channel for sales and engagement.

Final Thoughts

Pinterest Ads offer an excellent opportunity to grow your business by connecting with a highly engaged audience. By setting clear goals, using visually appealing creatives, and targeting the right users, you can achieve meaningful results. 

Start small, track your progress, and refine your campaigns as you learn what works best for your brand.

Ready to expand your reach? Kickstart your Pinterest Ads today! If managing Pinterest ads feels overwhelming, we’re here to help. Reach out to us for expert Pinterest Ads management here.

Found this article helpful? Save it for later! 👇