Master Pinterest Ads: Formats & When to Use Them

Pinterest stands apart as a platform where users actively seek inspiration and solutions, moving far beyond casual scrolling. With over 600 million monthly active users, many arrive with a clear purpose: to research, plan, and ultimately make purchases. This high-intent environment makes Pinterest’s advertising formats a powerful tool for marketers aiming to connect with people precisely when they are looking for ideas and products. Understanding each format’s unique strengths is key to an effective strategy.

Carousel ads provide an interactive experience, allowing users to swipe through two to five image cards. Each card can be tapped for a closer look or clicked to visit a destination URL. This format excels at telling a sequential story or showcasing multiple products within a single campaign. For instance, a wedding planning business might use several cards to highlight industry trends, saving the final card to promote a free, downloadable guide on managing wedding budgets.

Closely related, collection ads also feature multiple products but begin with a dominant “hero” image or video. Below this main creative, users see three smaller product images. A click expands the view to reveal up to 24 additional items, effectively creating a browsable mini-catalog. This is perfect for retailers wanting to highlight a specific product line. A jewelry brand could use a video of someone wearing a set as the hero, with the smaller images detailing each piece, leading to a full gallery of their gold collection.

For a seamless, native feel, idea ads utilize a single full-screen image or video. These ads blend into the user’s home feed, search results, and related Pins while remaining fully shoppable or capable of driving website traffic. They are an excellent choice for brands prioritizing aesthetic integration without sacrificing conversion potential.

The foundation of the platform, standard ads, are straightforward single-image Pins. Their simplicity is their strength, ideal for advertisers with a visually striking image and a direct call-to-action. A fitness studio might use a dynamic photo from a class with bold text inviting viewers to “Book a Free Session,” leveraging clear imagery to drive clicks.

Video content on Pinterest comes in two primary forms. Standard video ads match the size of a typical Pin, while max-width video ads expand across the feed on the mobile app, offering a more immersive, autoplay experience. Both formats are exceptional for capturing attention and conveying a brand narrative through motion and sound.

For e-commerce brands, shopping ads are indispensable. These go beyond a standard ad by displaying vital product details like price directly on the Pin. They require a reliable product feed and are designed to streamline the path from discovery to purchase, making them a cornerstone for direct-response campaigns.

Engagement takes center stage with quiz ads. Advertisers can build a short, interactive quiz with two to three questions. Based on the user’s answers, the ad reveals personalized results featuring a visual, headline, and description, all linking to a relevant webpage. A skincare company, for example, could use a quiz to diagnose skin type and then direct users to the perfect product regimen, offering a tailored experience that feels personal.

Brick-and-mortar businesses can leverage local inventory ads to bridge the online and offline worlds. These ads promote in-stock products with real-time pricing and require set-up with store location and inventory feeds. They are highly effective for driving foot traffic and emphasizing local availability and convenience to nearby Pinners.

Pinterest continuously innovates, with new formats often in testing. Currently in beta, Top of Search ads appear prominently within the first ten results of a search query. Early test data indicates they achieve a 29% higher average click-through rate than other campaigns, representing a prime opportunity to capture the attention of users with demonstrated commercial intent. Also in beta, lead ads simplify lead generation by allowing users to submit their information through a form directly within Pinterest, giving advertisers control over the data they collect.

The argument for prioritizing Pinterest advertising is compelling. The platform offers a diverse mix of visual and interactive formats tailored to an audience actively in a planning and buying mindset. As Pinterest grows its user base and refines its ad offerings, marketers have more creative ways than ever to support the entire customer journey. For brands looking to connect with motivated consumers, 2026 presents a significant opportunity to build or expand a meaningful presence on Pinterest.

(Source: Search Engine Land)