Pinterest tests Top of Search ads to capture high-intent shoppers

Pinterest is rolling out Top of Search ads, a new ad format that places brands directly in the first 10 slots of search results and Related Pins, where nearly half of user clicks occur.

Shopping on Pinterest is inherently visual, and most searches on the platform (96%) are unbranded according to Pinterest. That makes the top of search results a prime spot for discovery – and for brands to reach consumers who are open to new products.

Why we care. Pinterest’s Top of Search ads put your products in front of shoppers at the most valuable moment: when they’re actively browsing but not yet brand-committed. With nearly all searches unbranded, the format offers a powerful way to win new customers and outperform competitors. Early testing shows significant performance lifts, making it a high-return opportunity for brands looking to drive both visibility and conversions.

How it works. Top of Search ads ensure a brand’s products are featured where shopping journeys often begin. The new format also includes a brand-exclusive ad unit that highlights an advertiser’s catalog, giving products prominent placement over competitors.

Early results. According to Pinterest:

• Top of Search ads have driven a 29% higher average CTR compared to standard campaigns.
• Top of Search ads are 32% more likely to attract new clickers.
• Wayfair, an early tester, reported a 237% CTR lift in just two weeks compared to its typical campaigns.

Between the lines. For advertisers, Top of Search ads offer a way to intercept undecided shoppers earlier in their journey, effectively turning Pinterest’s visual-first search into a new performance channel.