So, you're looking for a way to get your products in front of people who are actively searching for inspiration and ready to buy.
Let’s talk about Pinterest.
Pinterest is unique from other social media platforms because it’s not just a place for doom-scrolling, but for active discovery. For planning. For dreaming. It’s where your next customers are planning their future purchases and projects, from tonight’s dinner to next year’s home renovation.
When you advertise on Pinterest, you put your brand smack dab in the middle of that decision-making process. They have no choice but to pay attention to whatever it is you have to say.
But where do you even start? With so many Pinterest ad types available, choosing the right one can feel overwhelming.
In this guide, we’ll break down every Pinterest ad format, show you how to use it, and give you the specs you need to create stunning, high-performing ads. By the end, you’ll be in great shape to start driving traffic, building brand awareness, and boosting your return on ad spend (ROAS).
Why Should You Bother with Pinterest Ads?
In the world of social shopping, Pinterest is truly one-of-a-kind. Its users typically aren’t scrolling to kill time, but instead, are actively searching for ideas and products, a characteristic that creates a powerful environment for advertisers. The user intent is fundamentally different from platforms like TikTok or Instagram. People come here to plan, discover, and shop.
E-commerce brands, take note: a staggering 80% of weekly Pinners have discovered a new brand or product on Pinterest. Eight out of ten users are open to finding you. Not just tolerating ads, as they might be on other platforms, but instead, actively looking for the solutions you provide. Your ad isn't an interruption. It’s a suggestion that fits right into their home feed.
Beyond the high purchase intent, Pinterest ads have a longer lifespan. A pin can be saved, shared, and rediscovered for months, giving your ad spend far more mileage than it would ordinarily get. Unlike a feed that refreshes constantly, your promoted pins can continue to drive traffic and sales long after your ad campaign ends.
What Are the Different Pinterest Ad Formats?
Pinterest offers a buffet of ad types, each designed for different campaign goals. Whether you want to tell a story, showcase a product catalog, or drive immediate sales, there's a format for you.
Standard Ads (Promoted Pins)
This is the bread and butter of Pinterest advertising. A Standard Ad is a single static image that looks just like a regular pin, but with a small "Promoted" label. They blend seamlessly into a user's home feed and search results, making them feel organic and non-disruptive.
When a user clicks on your Standard Ad, they're taken directly to the URL you've specified, like a product page or a blog post on your website. This makes them perfect for driving traffic directly to your landing pages. They’re best for increasing website traffic, generating leads, and promoting blog content.
Here are the ad specs:
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File type: PNG or JPEG
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File size: Max 20 MB
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Aspect ratio: A 2:3 ratio (like 1000 x 1500 pixels) is your best bet. While other ratios work, vertical images perform best on mobile devices.
Video Ads
If a picture is worth a thousand words, a video is worth a million. Video ads grab attention in a feed full of static images. You can choose a standard-width video, which has the same dimensions as a standard pin, or a max-width video that spans across the user's entire feed on their mobile device for a more immersive, full-screen experience.
These are fantastic for storytelling, demonstrating how a product works, or simply capturing a mood. For example, a travel company could use a stunning video pin to showcase the adventures waiting at a destination. A food blogger could show a quick, mouth-watering recipe coming together. If you want to build brand awareness, increase engagement, or drive video views, video ads are the way to go.
Here are the ad specs:
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File type: MP4, MOV, or M4V
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File size: Max 2 GB
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Video length: 4 seconds to 15 minutes (Pro tip: keep it short, between 6-15 seconds for the best results).
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Aspect ratio: 1:1 (square), 2:3, 4:5, or 9:16 (vertical).
Carousel Ads
Why show one image when you can show a whole gallery? Carousel ads let you feature up to five images, or "cards," within a single pin. Users can swipe through each card, and you can link each one to a different landing page.
This format is incredibly versatile, meaning carousel ads are great for showcasing multiple products or features, telling a narrative, or even walking users through a process.
An apparel brand could showcase different ways to style an outfit. A furniture store could feature multiple products in a coordinated room setting. You could even use a carousel to tell a step-by-step story or a before-and-after transformation.
The ideal ad specs for carousel ads are:
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File type: PNG or JPEG
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File size: Max 32 MB per image
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Aspect ratio: 1:1 (square) or 2:3 (vertical).
Collection Ads
For ecommerce brands, Collection Ads should be a go-to. This format features one large, primary "hero image" or video at the top, with up to 24 smaller product images displayed below it. When a user taps your ad, it expands into a full-screen experience where they can browse and shop your products without ever leaving the Pinterest app.
Pretend you're a home decor brand interested in driving catalog sales and offering a seamless shopping experience for mobile users. Your hero image could be a beautifully styled living room. Below it, users can browse and shop the exact couch, coffee table, and lamp featured in the photo. It makes the path from inspiration to purchase incredibly smooth.
The ideal ad specs are:
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File type: PNG or JPEG for images; MP4, MOV, or M4V for hero video.
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File size: Max 10 MB for images.
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Aspect ratio: 1:1 or 2:3 for all creative.
Shopping Ads
Shopping Ads are the most direct way to drive sales on Pinterest, as these ads pull information directly from your product catalog, automatically creating pins for items you sell. They look like standard pins but include extra information like pricing, availability, and your product name.
When a Pinner clicks a Shopping Ad, they're taken straight to the product page on your website to make a purchase. It’s a low-effort, high-reward ad format for businesses with an established product catalog and it works exceptionally well for brands looking to retarget users who have already shown interest in your products.
The ad specs are different here, since they’re pulled directly from your product catalog. The main requirement is having a data source connected to your Pinterest Business Account.
Idea Ads
Idea Ads are an engaging, multi-page format perfect for storytelling and tutorials. It may help to think of them as a mini-story or a digital magazine page. You can combine video, images, and text overlays to create a rich, immersive experience. They’re designed for brand awareness and engagement within the platform itself.
A beauty brand could use an Idea Ad to create a step-by-step makeup tutorial. A DIY blogger could show the entire process of a home project. The key here is to provide value and inspiration. Remember, a huge 85% of Pinners say Pinterest is where they go to start a new project, so this format taps directly into that mindset.
As such, idea ads are great for building brand affinity, providing tutorials, and engaging your audience with rich content.
Check out these ad specs:
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File type: BMP, JPEG, PNG, TIFF, WEBP for images; MP4, M4V, MOV for videos.
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File size: Max 20MB for images, 100MB for videos.
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Aspect ratio: 9:16 is recommended.
Creative Best Practices for Pinterest Ads That Convert
Now that you know the different Pinterest ad types, how do you make them shine? Here are some tips:
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Use High-Quality Visuals: This can't be stressed enough. Pinterest is a visual platform. Your images and videos need to be sharp, well-lit, and eye-catching. Grainy, low-resolution content will get scrolled past every time.
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Optimize for Vertical: Most users are on mobile devices. A vertical 2:3 aspect ratio takes up more screen real estate and grabs more attention.
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Add Text Overlay: Assume some Pinterest users will have their sound off for videos. Use text overlay to convey your key message quickly. For static images, a clear, concise headline can make your pin more compelling.
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Include Your Logo: Subtly place your logo on every pin. It builds brand recognition, even if a user doesn't click.
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Write a Strong Call to Action (CTA): Tell people what you want them to do next. Use action-oriented language in your description like "Shop the look," "Discover the recipe," or "Learn how."
Ready to Launch Your Pinterest Ad Campaign?
The real power of Pinterest advertising lies in its ability to connect you with a motivated audience that is actively looking for what you offer. When you thoughtfully choose the right ad format for your campaign objective and create compelling ad creative, you can tap into a powerful new channel for growth.
If you're ready to take your Pinterest strategy to the next level but aren't sure where to start, we can help.
Contact Kinetic319 today, and let's build a high-performing Pinterest ad campaign that drives real results for your business.
Ready to start pinning and planning?