Pinterest has announced a new advertising format called ‘Top of Search’ ads, now available in beta across all markets where the platform is monetised. The feature is designed to help advertisers reach users at the very start of their product discovery journey by placing ads prominently within search results and Related Pins.
The new placements appear within the first ten search results, an area that Pinterest says is critical for visibility. According to company data, 45% of clicks occur within these top results, while 96% of the most popular searches are unbranded. This makes the new ad format particularly effective for brands looking to drive discovery within broad product categories.
By combining search intent with visually creative formats, Pinterest is positioning itself as a unique competitor in the search advertising market. The company highlights that users often come to the platform with clear shopping intent, yet much of this demand remains unmet. The introduction of ‘Top of Search’ ads effectively creates a new search results page-like environment, enabling brands to compete more directly for consumer attention.
Alongside the new format, Pinterest has launched Media Network Connect, a feature that integrates first-party retailer audiences and conversion data into Pinterest Ads Manager. Early partners include Kroger Precision Marketing and Instacart Ads, offering advertisers better tools to measure performance and test incremental results.
Early results show higher engagement
Pinterest reports encouraging results from its initial trials of ‘Top of Search’ ads. Campaigns using the format achieved an average click-through rate 29% higher than typical campaigns, and were 32% more likely to attract new customers.
These figures, based on Pinterest’s own data, suggest the ads are particularly effective in drawing interest from new shoppers. However, performance may vary depending on the product category and the quality of the creative used.
The data support Pinterest’s strategy of focusing on unbranded searches and product discovery, as opposed to relying solely on brand-driven campaigns. For advertisers, this presents an opportunity to connect with consumers at an early stage of their shopping journey, when they are most receptive to inspiration and influence.
Additional features strengthen retail connections
Beyond the ‘Top of Search’ rollout, Pinterest has expanded its Local Inventory Ads in shopping-enabled markets. This feature displays real-time pricing and stock availability from local stores, enabling shoppers to find products conveniently close to home.
Meanwhile, the new Media Network Connect function allows media networks to share audiences, product catalogues, and conversion data directly through Pinterest Ads Manager. This makes it easier for advertisers to optimise campaigns with reliable retailer insights.
Christine Foster, Senior Vice President at Kroger Precision Marketing, said: “This new capability empowers advertisers with faster decision-making and control, while using purchase-based audiences direct from the retailer.”
Pinterest plans to expand these partnerships, enabling more retailers to contribute valuable first-party data.
Looking ahead
The launch of ‘Top of Search’ ads reflects growing competition in commerce-focused search across social media and retail platforms. Pinterest aims to differentiate itself by highlighting visual discovery and by strengthening links with retailers to enhance data-driven advertising.
For brands already using Pinterest Shopping or Catalogue campaigns, the beta offers an opportunity to test new search-related placements and explore how they integrate into broader marketing strategies. While availability remains limited, early adoption could give advertisers an advantage in understanding how consumers respond to this new format.
