Pinterest unveils Visual Search Ads, bringing new performance advertising to visual discovery

At Pinterest Presents™, our annual advertiser summit, we’re announcing Visual Search Ads, our newest ad performance feature designed to capitalise on the power of visual search and intent. The format prominently places advertisers in Pinterest Search Results and Pin closeups, pairing keyword relevance with a distinctive new ad format to reach people as they search, compare and move closer to a decision.

Pinterest users conduct more than 80 billion searches per month, the vast majority of which are visual, and more than half of which are commercial. Advertisers can bid for a top response and connect people directly to an advertiser’s site, creating a new performance opportunity while consumers are still shaping what they want.

“Traditional search advertising has long relied on keywords, but in an AI-driven world, people are expressing themselves in much richer ways. Visual Search Ads allow marketers to tap into this new and rapidly growing form of AI-powered search with a prominent placement at the critical decision points where people see, save and decide,” said Bill Ready, CEO of Pinterest. “Powered by Pinterest Intelligence – our AI-enabled visual understanding of images, products, taste and intent – we make those signals actionable for advertisers through visual search.”

Visual Search Ads support lower funnel objectives and are compatible with Pinterest Performance+, our AI-powered performance advertising suite. It will be available in beta for eligible advertisers in all Pinterest ad markets in the coming weeks.

Pinterest Performance+ is adding Priority Products, giving advertisers more control over the products they want to prioritise in key moments, like a seasonal launch, promotion or category push, while maintaining the scale and efficiency of automation.

We’re also introducing self-serve A/B testing making it easier for advertisers to test campaign strategies, validate impact and optimise with confidence, across creative, targeting, and within Pinterest Performance+.

And for brands focused on mobile growth, App Promotion offers a purpose-built objective for app installs. Now in global beta with qualified advertisers, it gives advertisers a more direct way to pursue mobile growth goals. One advertiser saw up to an 85% improvement in cost per install compared to previous workarounds.

We’re also bringing Pinterest Intelligence, our combination of first-party signals, visual understanding and purpose-built AI, more directly into the consumer experience.

Restyle, launching in beta in the U.S. and Canada, lets people use a photo to reimagine a space, test ideas and compare options in their own home. It’s another way we’re helping people move from “What if?” to “That’s it.”

And because the best ideas on Pinterest don’t stay on Pinterest, Bring My Pinterest to Life is returning for a second season. Our premium CTV series pairs Pinterest users with expert creators and brands to transform boards into real-life spaces, experiences and looks.

Digital creator Tay BeepBoop Nakamoto and fashion editor and author Caroline Vazzana will return alongside other Pinterest creators.

Together, these announcements reflect where Pinterest is headed: helping people discover what they want next, then giving them more confidence to make it real. For brands, that creates more opportunities to become part of the decisions that matter.

For more information about our advertising solutions and to watch replays of Pinterest Presents sessions, visit the Pinterest Business blog.