Pinterest Ads Home Improvement Benchmarks 2026

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Cross-subcategory averages · Pinterest Home Improvement Ads · 2026

1.02%

Avg CTR, home improvement advertisers

Avg CPC

$1.08

Avg ROAS

4.2x

Remodeling ROAS

5.1x

Pinterest Home Improvement ROAS by Subcategory

Kitchen & bath remodeling consistently earns the highest Pinterest ROAS of any home improvement subcategory — driven by high project values ($15k–50k average ticket), aspirational board-building behavior, and Pinterest's dominant share of kitchen inspiration content. Interior design and furniture closely follow given high average order values and aspirational visual content alignment.

Pinterest Home Improvement ROAS by Subcategory

ROAS measured on 30-day click + 7-day view attribution. Source: Benchmarketing estimate from published benchmarks, Q1 2026.

ROAS Range by Pinterest Home Improvement Subcategory

P25–P75 distribution showing where most advertisers land in each subcategory. Kitchen & bath advertisers in the P75 tier regularly exceed 6x ROAS with strong catalog and retargeting setups.

P25

2.8x

Median

4.4x

P75

6.2x

Elite

8x+

P25

2.4x

Median

3.8x

P75

5.4x

Elite

7x+

P25

2.2x

Median

3.6x

P75

5.0x

Elite

6.5x+

P25

2.2x

Median

3.4x

P75

4.8x

Elite

6.5x+

P25

1.6x

Median

2.6x

P75

3.8x

Elite

5x+

Pinterest Home Improvement CTR by Ad Format

Shopping Pins lead CTR for home improvement because they surface product-level data (price, availability) that matches the buying intent of users searching for specific fixtures, materials, or furniture. Carousel Pins perform exceptionally well for before/after project showcases and multi-product line promotions, enabling multiple engagement touchpoints in a single ad unit.

Pinterest Home Improvement CTR by Ad Format

CTR benchmarks across home improvement advertisers. Idea Pins (promoted) are best used for brand awareness; Shopping and Carousel for direct response.

What Drives Pinterest Home Improvement Performance

Pinterest is the dominant platform for home improvement inspiration

Home improvement is Pinterest's single largest content category by board saves. Over 5 billion home decor and DIY pins are saved annually. Users create project boards months before hiring a contractor or purchasing products — making Pinterest uniquely positioned to capture intent at the very start of the buyer journey. Brands that appear in inspiration boards gain consideration advantages that no other platform can replicate.

High-ticket services see outsized ROAS from aspirational audience

Pinterest's audience for home improvement skews toward homeowners (not renters), aged 30–54, with household incomes above $75k. These demographics align precisely with kitchen remodels ($25k+ average project), landscaping overhauls, and interior design services. CPCs of $1.08 are dramatically lower than Google Ads home services ($8–15 CPC), making Pinterest efficient for reaching high-intent, high-income homeowners before they begin active search.

Before/after imagery drives extraordinary save rates

For home improvement verticals, transformation content — before/after room reveals, project progress sequences, and finished project showcases — earns save rates 3–5x higher than product-only imagery. High save rates on Pinterest directly lower your effective CPM over time as organic amplification extends reach. The most efficient Pinterest advertisers in home improvement treat every promoted pin as content first and an ad second.

Seasonal planning cycles create predictable demand spikes

Home improvement on Pinterest follows a consistent seasonal pattern: spring project planning spikes in January–February, outdoor/landscaping peaks in March–April, and renovation intent surges again in September as homeowners plan winter projects. Advertisers who align campaign launches with these planning cycles — 6–8 weeks ahead of peak intent — see 25–40% better ROAS than those who run campaigns reactively during peak season.

How to Improve Pinterest Home Improvement ROAS

Five high-impact tactics for home improvement advertisers on Pinterest, from seasonal timing to creative strategy.

Target seasonal home improvement search intent 6–8 weeks early

Pinterest's home improvement calendar follows a predictable rhythm: spring renovation planning (search spikes January–February), outdoor and landscaping (March–April), back-to-school home upgrades (July–August), and fall/winter indoor projects (September–October). Launching campaigns 6–8 weeks ahead of seasonal intent peaks consistently outperforms reactive campaigns by 20–35% on ROAS. Use Pinterest's Trends tool (free) to identify exactly when search volume for your subcategory begins its seasonal rise and set your campaign launch date accordingly.

Use before/after imagery as your primary creative format

Transformation content is the single highest-performing creative format for home improvement on Pinterest. Before/after room reveals earn 3–5x higher save rates than product-only imagery. High save rates organically extend your reach to savers' followers and lower effective CPM over time. Produce transformation content systematically: before installation, during construction, and the final reveal with full room staging. Sequence these as a Carousel Pin to tell the project story in a single ad unit. For service businesses, document real customer projects — authentic results outperform staged stock photography.

Create project-based board targeting and editorial content

The most efficient Pinterest home improvement advertisers don't just run ads — they build a brand presence aligned with the boards their target customers are creating. Create a brand Pinterest account with highly curated project-specific boards: 'Kitchen Remodel Inspiration', 'Bathroom Tile Ideas', 'Open Concept Living Room Designs'. Pin a mix of your own project photography, aspirational editorial content, and product photography. When you run Promoted Pins, your organic account credibility reinforces ad trust and improves save rates — which directly improves ad distribution quality.

Leverage Pinterest's home improvement audience segments

Pinterest offers pre-built interest audiences specifically for home improvement, including: 'DIY and Crafts', 'Home Decor', 'Architecture and Interior Design', 'Garden and Outdoor Living', and 'Kitchen and Dining'. Layer these interest audiences with keyword targeting on renovation-specific terms for maximum precision. Pinterest's 'Actalike' audience feature (lookalike equivalent) built from your converted customers is especially powerful — it finds users with similar project board-building behavior to your best customers, dramatically improving cold audience conversion rates.

Combine catalog Shopping Pins with lifestyle project imagery

Home improvement advertisers see best results from a two-format approach: (1) Shopping Pins for product-level campaigns (specific fixtures, flooring, lighting, paint) driving direct purchase intent; (2) lifestyle Promoted Pins featuring completed project imagery driving brand consideration and save behavior. Run these in parallel with separate campaign objectives — Shopping for conversion, lifestyle pins for traffic/awareness — and let Pinterest's algorithm optimize each independently. The combination consistently outperforms either format alone by 30–50% on total return.

Pinterest Home Improvement Benchmark FAQ

Pinterest is uniquely powerful for home improvement because it is the primary digital platform where homeowners plan renovation projects. Unlike Google (active search) or Meta (entertainment browsing), Pinterest users are actively curating their future home — saving ideas, building project boards, and researching contractors and products months before committing to a purchase. This means Pinterest captures buyers earlier in the funnel, at a lower CPC ($1.08 vs. $8–15 on Google) and with significantly longer audience retention. A pin saved to a 'Kitchen Remodel' board remains visible to that user for months — and their followers — providing ongoing organic exposure with no additional spend.

Sources

Every statistic on this page traces to a named source below. Benchmarketing does not publish anonymous "studies show" figures. Rows labeled Benchmarketing are our own aggregated, curated benchmark data.

1. 1 WordStream Google Ads Benchmarks, 2024. Third-party research
2. 2 Meta Business Insights, 2024. Platform data
3. 3 HubSpot Email Marketing Report, 2024. Third-party research
4. 4 Unbounce Conversion Benchmark Report, 2024. Third-party research
5. 5 Databox Marketing Benchmark Report, 2024. Third-party research
6. 6 AdLiftr Snapchat Ads Cost Benchmarks, 2026. Third-party research
7. 7 Ad Badger Amazon Advertising Benchmarks, 2026. Third-party research

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These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:

• WordStream Google Ads Benchmarks (2024) - Third-party research
• Meta Business Insights (2024) - Platform data
• HubSpot Email Marketing Report (2024) - Third-party research
• Unbounce Conversion Benchmark Report (2024) - Third-party research
• Databox Marketing Benchmark Report (2024) - Third-party research
• AdLiftr Snapchat Ads Cost Benchmarks (2026) - Third-party research
• Ad Badger Amazon Advertising Benchmarks (2026) - Third-party research

The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.

Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.

Written by

Benchmarketing Research Team

Data & Analytics

Reviewed by

Performance Marketing Editorial

Senior Review

Last updated

Reviewed March 2026

Observation period: Q1 2023 – Q4 2024

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