Benchmarks
April 2, 2025
Pinterest Ads Benchmarks Per Industry (2025)
If you’re running Pinterest Ads, understanding how your campaigns are performing compared to industry benchmarks is key to optimizing your results. Whether you're in retail, beauty, finance, or another industry, these Pinterest Ads benchmarks for 2025 will help you assess your click-through rates, costs, conversions, and more.
We’ve compiled the latest global Pinterest Ads benchmarks, broken down by both industry and ad format, so you can see how your numbers compare and identify areas for improvement.
Here are the metrics we’ll cover:
CTR (Click-through Rate)
CPC (Cost per Click)
CPM (Cost per 1,000 Impressions)
CVR (Conversion Rate)
CPA (Cost per Action)
Let’s dive in!
Pinterest Ads Benchmarks by Industry
The performance of Pinterest Ads can vary greatly depending on the industry. Visual and product-focused sectors like Retail and Beauty tend to perform better in terms of CTR and conversions, while industries like Finance and Home Décor may have higher costs per click but can still achieve strong returns with the right targeting and creative.
Pinterest Ads Benchmarks by Industry (Global Averages, 2025)
Industry | Avg. CTR | Avg. CPC | Avg. CPM | Avg. CVR | Avg. CPA |
|---|---|---|---|---|---|
Retail (e.g. Fashion, Ecommerce) | ~0.8% – 1.0% | $0.50 – $0.70 | ~$3.00 per 1,000 impressions | ~2.0% (2 in 100 clicks convert) | ~$7 – $8 per action (sale or signup) |
Beauty (Cosmetics, Skincare) | ~0.7% – 0.9% | $0.40 – $0.60 | ~$2.50 per 1,000 impressions | ~1.5% – 2.0% (high intent) | ~$7 – $10 per action (strong ROI) |
Home Décor (Furniture, DIY) | ~0.6% – 0.8% | $0.50 – $0.80 | ~$3.00 – $4.00 per 1,000 impressions | ~1.0% – 1.5% | ~$10+ per action (higher for big-ticket) |
Food (Recipes, CPG Food Brands) | ~0.5% – 0.7% | $0.30 – $0.60 | ~$2.00 – $3.00 per 1,000 impressions | ~2.5% – 3.0% (recipe pins drive high interest) | ~$5 – $8 per action |
Finance (Banking, Insurance) | ~0.3% – 0.5% | $0.80 – $1.50 | ~$5.00+ per 1,000 impressions | ~0.5% – 1.0% (lower conversion rate) | ~$12 – $15 per action (lead or signup) |
What this tells you:
Retail and Beauty sectors perform well with higher CTRs, lower CPCs, and more affordable CPAs. These industries are very visual and work well on Pinterest, where users are often looking for shopping inspiration.
Finance and Home Décor can see higher CPCs and CPAs, but they also typically have lower CTRs. This is common in sectors where users are researching products or services in-depth, such as financial products or high-ticket home items.
Actionable Tip: If your Retail or Beauty campaigns are underperforming, experiment with richer creatives, more compelling CTAs, or tighter audience targeting to drive up CTR. If you’re in Finance or Home Décor, be prepared for higher CPCs, but consider optimizing for higher conversion rates by using Pinterest’s Shopping Ads or Carousel Ads for better product visibility.
Pinterest Ads Benchmarks by Ad Format
Pinterest offers a range of ad formats, and each performs differently. Some formats are better for awareness, while others drive conversions more effectively. Here are the 2025 benchmarks for Standard Pins, Video Pins, Shopping Ads, Carousel Pins, and Idea Pins:
Ad Format | Avg. CTR | Avg. CPC | Avg. CPM | Avg. CVR | Avg. CPA |
|---|---|---|---|---|---|
Standard Pin Ads (single image) | ~0.5% – 0.8% | ~$0.50 per click | ~$3–$4 per 1,000 impressions | ~1% – 2% | Moderate (~$8–$12 per sale) |
Video Pin Ads (autoplay video) | ~0.4% – 0.7% | ~$0.60 – $0.90 per click | ~$3–$5 per 1,000 impressions | ~1% – 1.5% | Moderate-High (videos engage, but fewer clicks) |
Shopping Ads (Product Pins) | ~0.6% – 1.0% | ~$0.70 – $1.00 per click | ~$2–$4 per 1,000 impressions | ~2% – 3% | Lowest CPA (best for sales; high ROAS) |
Carousel Ads (swipeable multi-image) | ~0.5% (users may swipe images) | ~$0.50 – $0.80 per click | ~$3–$4 per 1,000 impressions | ~1%+ (depends on product showcase) | Low-Mid (can drive sales if users swipe then click) |
Idea Pin Ads (multi-page, interactive) | ~0.2% – 0.4% (generally low CTR) | ~$0.50+ per click | ~$2–$5 per 1,000 impressions | N/A (focus on engagement) | N/A (goal is engagement/awareness) |
What the benchmarks mean:
Standard Pins are great for driving conversions on the platform. They provide a solid mix of CTR and CPA—perfect for straightforward, impactful campaigns .
Video Pins are excellent for capturing attention but generally have a lower CTR due to autoplaying without user interaction. However, they are still effective for brand awareness and engagement .
Shopping Ads drive higher CTR and conversion rates due to Pinterest’s shopping focus. This makes them ideal for ecommerce brands looking for direct sales .
Carousel Ads are great for showing multiple products and encouraging users to swipe for more. These ads have moderate CTRs but can lead to lower CPA if done right .
Idea Pins (Pinterest’s version of Stories) are designed for engagement and branding. While they don’t drive immediate conversions, they are ideal for long-term brand-building and audience nurturing.
Actionable Tip: For ecommerce brands, Shopping Ads are the way to go to achieve the lowest CPA. But if you're aiming for brand awareness or engagement, test Video Pins and Idea Pin Ads to see how they perform in driving views, saves, and shares .
Putting It All Together
Here’s a quick recap of what you should aim for when running Pinterest Ads:
CTR > 0.5%: For most industries, a CTR above 0.5% indicates good engagement with your ad creative.
CPC < $1.00: Pinterest Ads generally provide great value, with CPCs in the $0.50–$1.00 range being common for many industries.
CPM < $5: Aim for CPM rates in the $3–$5 range to maximize cost-efficiency without overspending.
CVR > 1%: A conversion rate of 1% or higher means your traffic is turning into valuable actions (sales, signups, etc.).
CPA > Industry Averages: CPA is ultimately the most important metric. If your CPA is high relative to industry averages, consider refining your targeting or creative to drive better results.
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