Ecommerce
Pinterest Ads for Ecommerce | ROAS Benchmarks and Creative Best Practices
Pinterest reaches people while they plan purchases. Median ROAS is 2.30x at a $5.10 CPM. What good looks like, and the creative that works there.
BenchMarketing editorial team Updated October 2, 2026 3 min readShare
People use Pinterest to plan: a kitchen, a wedding, an outfit, next season's garden. That makes it one of the few social platforms where browsing and shopping intent overlap, and it shows in how the ads perform for retailers in planning-heavy categories.
The headline numbers
| Metric | Median | Middle half of accounts |
|---|---|---|
| CTR | 0.50% | 0.25% to 0.95% |
| CPC | $1.50 | $0.70 to $2.90 |
| CPM | $5.10 | $2.60 to $9.80 |
| Conversion rate | 0.80% | 0.30% to 1.80% |
| ROAS | 2.30x | 1.1x to 4.0x |
CTR by industry
| Industry | Median CTR | Middle half of accounts |
|---|---|---|
| Ecommerce | 0.72% | 0.36% to 1.27% |
| Home Services | 0.68% | 0.34% to 1.20% |
| Healthcare | 0.55% | 0.28% to 0.97% |
| Education | 0.61% | 0.31% to 1.08% |
| Automotive | 0.48% | 0.24% to 0.85% |
| Financial Services | 0.38% | 0.19% to 0.67% |
| B2B Services | 0.29% | 0.14% to 0.51% |
Why conversion rates look low
Pinterest's median conversion rate of 0.80% sits below most platforms, and that is expected. Many people save a Pin and buy days or weeks later, often through another channel. A short attribution window will undercount Pinterest. Look at a longer window, and at saves and outbound clicks as early signals.
Creative that works on Pinterest
- Vertical images (2:3). They take up more of the feed than square ones.
- Show the product in use. A sofa in a styled room outperforms a sofa on a white background.
- Text overlay that names the idea, not the brand. "Small balcony garden ideas" earns more saves than a logo.
- Seasonal timing. People plan early. Holiday and seasonal campaigns should launch weeks before the equivalent Meta or Google push.
Shopping ads and catalogs
Connecting your product catalog lets Pinterest build shopping ads automatically and retarget people who viewed products on your site. For most retailers, catalog-based shopping campaigns are the best starting point, with standard Pins layered on top for new collections.
Is Pinterest worth testing?
It earns its place if you sell home, fashion, beauty, food, weddings or DIY products, your average order value is high enough to absorb a longer path to purchase, and you can supply plenty of visual creative. It is a weaker fit for B2B, local services and products people do not plan around.
Full figures are on the Pinterest Ads benchmark hub, including ecommerce and ROAS.
About the figures
Benchmark figures in this article come from the BenchMarketing dataset and update when the benchmark pages do. Each benchmark page lists its sources and period; see our methodology.
Sources
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