And your competitors haven't found this channel yet.

If you're like me, you might remember the golden age of Meta ads in the late 2010s, when you could throw up almost any creative and get a decent ROAS. But after the iOS 14.5 update in 2021, things started to go downhill. Since then, with more competition, acquisition costs have only gone up. So it's no surprise that a familiar platform for designers is stepping in.

Not Just a Mood-board Anymore

Pinterest has historically been seen as a destination for inspiration, not shopping. But it has now transformed itself into a shopping powerhouse. Back in Q3 2022, its revenue was split evenly across the funnel. Fast forward to Q3 2025, and two-thirds of its revenue comes from real sales. They are building the entire infrastructure around getting people to buy, not just browse. Now, Pinterest says more than half its users arrive ready to buy. Great news for us.

The reason it works so differently is pretty simple. On Instagram, you are interrupting someone. They were watching a Reel, and then your ad is in their face. On Pinterest, they searched for "a bxy heavyweight hoodie" themselves and now your brand's in front of them. (That is a very different person to be standing in front of.)

5.59% vs 1.72%

When Maguire first entered the US market, they shifted some of their ad budget to Pinterest after seeing how expensive Meta Ads were. Between 2022 and 2025, they increased their Pinterest ad spend by 77% while sales grew by 86%. Now, their Pinterest conversion rate is 5.59%, compared to just 1.72% on Meta. That's a huge difference, even with the same ads and products.

Because these searches are so specific, smaller brands actually have an advantage. Maguire's co-founder said that shoppers with a clear idea of what they want are more likely to try a new brand. On Instagram, they might save your post and forget about it. On Pinterest, they're ready to buy.

"It's still not crowded like Meta. Even if you don't have the most strategy and you have a limited budget, it's still worth investing." — Myriam Belzile-Maguire

6x Your Black Friday ROAS

Womenswear brand Toccin launched Pinterest catalogue ads aimed at shoppers already primed to buy. With a broad product range and the power of Pinterest's keyword search, they multiplied their ROAS by six on Black Friday.

Niche Searches, Ready Buyers

Pinterest users skip vague searches like "outfit." Instead, they hunt for specifics like "western boxy tee" or "vintage skateboard baby tee." When someone types in something that precise, they are already deep in the buying journey, card at the ready. It's a sharp contrast to the average Instagram user, just scrolling with no real intent.

The Window Is Still Open

Instagram is still worth your time. But if you are a clothing brand founder and your entire paid strategy lives on Meta, you are leaving money on a platform where your competitors have not even shown up yet. And in marketing, being early to an uncrowded channel is basically the equivalent of finding a rent-controlled apartment in Manhattan (rare until recently ig). It does not last forever, but while it is there, you would be insane not to take it.