Performance Audit
Pinterest is not a social media platform in the traditional sense. It is a visual search engine: users arrive with a specific intention — to search for ideas, products and inspiration — and are already open to discovering new brands. It is the ideal channel for companies and brands offering products with strong visual appeal.
These campaigns reach users who are already searching for ideas, products and solutions, allowing businesses to appear within an active search environment.
We optimise images, videos, copy, keywords and landing pages to make campaigns more relevant, improve traffic quality and increase brand visibility across the platform.
Meta and Pinterest reach users at different stages of the decision-making journey. Meta Ads operates in a context of latent attention, where capturing interest within a few seconds is essential. Pinterest, by contrast, reaches users who are already looking for ideas and inspiration, particularly in highly visual sectors.
| Meta Ads | Pinterest Ads | |
|---|---|---|
| User interaction | Interrupts the browsing experience and must capture attention quickly. | Reaches users during an active search phase, when they are more receptive to advertising. |
| Funnel stage | Highly versatile, with potential objectives at every stage, from awareness to conversion. | Ideal for the upper funnel, reaching users who are looking for inspiration. |
| Product type | Any type of product. | Products with strong visual appeal: home, fashion, food and beauty. |
| Costs and competition | Greater competition, with potentially higher CPM and CPC. | Less competitive, with lower CPC and CPM. |
| Key strength | Broad reach, versatility and the ability to pursue different objectives. | Combines competitive costs with an audience already inclined to search for inspiration and products. |
The determining factor on Pinterest is the quality and impact of the photo or video used. The advert appears alongside organic posts, so the creative needs to stand out and capture the user’s attention.
Generic graphics are not enough: visuals should show the product in a real-life context, convey a lifestyle and provide a visual response to a user’s desire or problem.
As with any search engine, keywords have a decisive influence on who sees an advert.
Thorough keyword research makes it possible to identify the queries used by the target audience when looking for inspiration within a particular category. Combining broad keywords with long-tail keywords helps reach a large, qualified audience.
On Pinterest, copy plays a secondary role to visuals, but it is still important. Titles and descriptions should include keywords naturally to increase relevance, while clearly communicating the product’s benefits and incorporating an effective call to action.
The Pinterest Tag — Pinterest’s tracking pixel — and the Conversions API must be correctly installed on the website and configured to track key events. Only clean data makes it possible to optimise Pinterest Ads campaign management for genuine conversions and measure ROAS reliably.
Pinterest data must be interpreted using different criteria from those applied to Meta Ads or other performance marketing platforms. The purchasing journey of Pinterest users is often longer, and certain metrics that are considered vanity metrics elsewhere may indicate interest that will eventually lead to conversion.
Our management of Pinterest advertising campaigns goes beyond budget optimisation. It is a process that begins with an analysis of the market, competitors and buyer personas and extends to the creation of content designed to reach the desired audience and generate the expected conversions.
At the beginning of our Pinterest Ads consultancy, we analyse the business, product and target audience to assess the platform’s true potential. We examine competitors’ activity, the categories that perform well on the platform and the objectives that can realistically be pursued in the short, medium and long term.
We build a structured keyword map based on search intent and volume. We distinguish between broad keywords, which are useful for awareness, and more specific long-tail keywords, which reach users at a more advanced stage of consideration. This research guides both campaign structure and content production.
We define the creative specifications — including format, style and key messages — and produce content optimised for the platform. Every visual is designed to stand out among other posts and capture the user’s attention.
We verify or implement the Pinterest Tag on the website, configure priority conversion events and test that data is being transmitted correctly. All of this is completed before any advertising spend begins.
We monitor performance regularly to optimise Pinterest Advertising campaigns. We refine targeting, creative assets and keywords based on real data. We test new variations of visuals and copy to improve results progressively over time, making decisions grounded in data.
We provide regular reports featuring the metrics relevant to the agreed objectives. Each report includes our analysis and interpretation, making the data easier to understand and clearly explaining the actions that follow from it.
There is no universal threshold: it depends on the sector and the objectives. A reasonable estimate begins with the number of events required to move beyond the algorithm’s learning phase — approximately 50 events.
If the available budget is lower than the ideal amount, we adopt specific strategies to move beyond the learning phase even under tighter constraints. Budget is not a barrier: it is a variable to be managed.
Yes, we manage the production of visual content independently, using the assets provided to us as a starting point. If the available material is limited, we support the creation of new assets by providing guidance for photo shoots or creative guidelines. You do not need a complete content library before starting work.
Pinterest Ads is particularly effective for e-commerce businesses and companies offering products or services with strong visual appeal. However, not every sector benefits equally from the platform. Before launching a campaign, we assess the product, target audience and business objectives to determine whether Pinterest is the most suitable channel. Sectors such as home, fashion, food and beauty generally achieve some of the strongest results thanks to the platform’s visual nature.
Yes, and this is often the most effective approach. Pinterest users typically have a longer purchasing journey. We therefore recommend a multichannel strategy: maintaining a presence on other social platforms such as Instagram or Facebook, reaching users through Google searches and covering the other touchpoints relevant to the target audience.
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We analyse the starting context and identify the strategy most consistent with your objectives.