How Pinterest’s ad formats work and when to use each one

Pinterest attracts users who want inspiration and solutions, not passive browsing. 

The platform now reaches 600 million monthly active users, many of whom arrive with clear intent to research, plan, or purchase. 

That makes its ad formats especially valuable for marketers who want to appear in moments when people are actively looking for ideas and products. 

Here’s how each format works and when to consider it.

Ad formats explained

Pinterest Ads offers a variety of ad formats, many of which aren’t available on other social media platforms.

Let’s take a look at what formats they offer and when you might want to consider using them.

Carousel ads

Carousel ads are an interactive format that showcase two to five cards (images), where users can swipe through the cards, tap a card to open a close-up view, or click through to a destination URL.

This format is a great way for advertisers to showcase multiple messages or products and encourage users to engage with the ad via the swipe capabilities.

Example: A wedding planner could use multiple cards to share statistics on the U.K. wedding market and rising costs of the average wedding, with the final card promoting an ebook on how to reduce costs, which is available to download for free on their website.

Collection ads

Similar to carousel ads, collection ads allow advertisers to show multiple products in one ad.

The ad starts with a “hero” creative (either an image, a video, or a slideshow), which sits above three smaller images. 

When the user clicks on the ad and opens close-up mode, they are presented with up to 24 additional images or products.

This format can be used by advertisers who want to showcase multiple products, such as a specific collection or a product catalog.

Example: A jewelry store could use a looping video of a woman putting on a gold set of jewelry, with the three smaller images showing product images of each item. 

Once the user clicks on the ad, they are presented with the full range of gold jewelry sold by the business.

Idea ads

Idea ads are made from a single full-screen image or video and appear on the homepage, in searches, and alongside related pins.

This is an ideal format for advertisers who want their ads to have a more native feel while still being shoppable or facilitating site visits.   

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Standard ads

This is the most basic ad offering on Pinterest, with the ad made from a single static image.

Standard ads are a great option for advertisers looking for a simple format, can offer a visually compelling image, and want to take users directly to their site.

Example: A CrossFit gym could use a photo from a recent shoot of one of its classes in action, with clear, bold text stating “Join us,” the logo in the top right corner, and a call to action to “Book your free class.” 

Video ads

There are two types of video ads available on Pinterest: standard and max-width.

• Standard video ads are the same size as a standard pin and consist of a single video.
• Max-width video ads expand across both column feeds when viewed through the Pinterest app, making them twice the size of standard video ads.

Due to their autoplay nature, these formats are ideal for grabbing users’ attention and for advertisers who are able to tell a story with video content. 

Shopping ads 

Shopping ads use a single, static product image, but unlike standard ads, they also show product details including price.

This format is ideal for ecommerce brands looking to showcase products through a shoppable format and those with a dependable product feed.

Quiz ads

Quiz ads enable advertisers to build a quiz with two to three questions and, depending on the answers given, show users two to three results. 

The results consist of a visual asset, a headline, and a description, from which the user can click through to a website to continue their journey.

This is another interactive format, ideal for advertisers looking to offer users a more customized experience.

Example: A beauty brand could use the quiz format to guide users to the product page for the right range for their skincare needs. 

This helps address users’ wants and needs and provides a more personal experience than sending them to the website homepage.

Local inventory ads

Local inventory ads help advertisers promote their products alongside real-time pricing for in-stock items. 

They require advertisers to set up store locations and local product information via a store feed and a local inventory supplemental feed.

This format works well for advertisers looking to drive store visits and promote their convenience to local platform users.

Dig deeper: Cross-platform, not copy-paste: Smarter Meta, TikTok, and Pinterest ad creative

Ad formats in beta

Pinterest ads regularly offers new ad formats, with the following two currently in beta

Top of Search ads

In September 2025, Pinterest began testing Top of Search ads, which appear within the first 10 slots of search results and related pins.

Top of Search ads have a 29% higher average CTR than other campaigns, according to Pinterest’s test data. This is a promising format for advertisers looking to quickly and effectively capture the attention of high-intent users.

Lead ads

Lead ads are designed to help advertisers reach prospects on Pinterest by enabling them to collect information through a lead form, making them an ideal format for lead generation.

Advertisers can choose what text appears in the descriptions, questions, and confirmation card, giving them control over the information they want to collect.

The case for investing in Pinterest ads in 2026

Pinterest Ads offers a mix of visual and interactive formats that help brands stand out in front of a high-intent audience.

As the platform expands its ad lineup, marketers gain additional ways to support research, inspiration, and purchase journeys with creative built for how people use Pinterest.

With more formats in development and a growing user base, 2026 presents a clear opportunity for advertisers to build or deepen their investment in the channel.