Pinterest Ads vs. Facebook Ads: Which Platform is Best for Your Business?

With so many advertising platforms at your fingertips, choosing the right one for your business can be overwhelming. Pinterest ads and Facebook ads are two powerful options for business owners looking to grow their customer base, but they serve very different purposes. Understanding how they differ can help you target the right audience and make the most of your marketing budget.

This post will break down the key differences between Pinterest ads and Facebook ads, explain why Pinterest might be the ideal choice for certain businesses, and offer actionable insights to help you make an informed decision.

How Are Pinterest Ads and Facebook Ads Different?

When comparing Pinterest ads to Facebook ads, the differences largely come down to how users interact with each platform, their primary purposes, and advertising formats. Here’s a closer look at three key distinctions:

1. User Intent

One of the most significant differences between Pinterest and Facebook lies in how users approach these platforms.

• Pinterest

Pinterest isn’t just a social platform—it’s a visual search engine. Users come to Pinterest with the intent to find inspiration, discover new ideas, and plan purchases. This makes Pinterest a goldmine for businesses selling products or services that align with these moments. Ads on Pinterest often feel like a natural extension of the user experience since they blend seamlessly into users' search results.

Example: A user searching for “modern kitchen decor” might be shown a targeted ad for furniture or decor that fits their interests.

• Facebook

Facebook, on the other hand, is a social network designed for connecting with others, sharing updates, and staying entertained. Ads on Facebook are typically interruptive rather than intentional, meaning they appear while users are casually browsing their feed. While this can still be incredibly effective, the audience’s mindset isn’t always focused on making purchases.

2. Audience Targeting

Both Pinterest and Facebook excel at sophisticated audience targeting, but they approach it differently.

• Pinterest Ads

Pinterest allows advertisers to target users based on keywords (much like search engine ads), as well as demographics, interests, and behaviors. Because Pinterest users are often in planning mode, this type of targeting ensures your ads reach people when they’re actively searching for what you offer.

Pro tip: If you sell seasonal or event-based products (like holiday decor, wedding services, or fitness gear), Pinterest’s keyword targeting can deliver exceptional results.

• Facebook Ads

Facebook leverages its vast amount of user data to create advanced audience segments by combining demographics, behavior, interests, and life events. These capabilities are particularly useful for businesses aiming to target very specific customer personas. For example, you can create a custom audience to show ads to people who have visited your website, or even lookalike audiences to find users similar to your existing customers.

3. Ad Formats and Visual Presentation

The way ads look and function on each platform is also quite distinct.

• Pinterest Ads

Pinterest ads often revolve around visuals that inspire and guide a user’s next purchase or project. Popular formats include Promoted Pins, carousel ads, video Pins, and collections ads—all of which feel native to the Pinterest experience. The visually-driven nature of Pinterest makes it ideal for industries like fashion, home decor, beauty, food, and travel where imagery is key to making a sale.

• Facebook Ads

Facebook offers a variety of ad formats, including image ads, video ads, carousel ads, sponsored posts, and more. These ads can appear in users’ feeds, stories, videos, or on the right-hand side of the desktop dashboard. Facebook ads typically grab attention by combining compelling visuals with persuasive text and a call-to-action.

Why Is Pinterest Ideal for Certain Businesses?

Now that we’ve covered the differences, let’s explore why Pinterest might be the better platform for certain business owners looking to advertise.

1. High Intent and Engagement

Pinterest users are planners by nature. According to statistics, 80% of Pinterest users discover a new brand or product on the platform, and 85% of users say Pinterest helps them create projects and make purchase decisions. This high level of intent means users are more likely to take meaningful actions when they see ads that resonate with their interests.

For businesses, this translates to engaged customers who are already in the mindset of buying or trying something new. If your product solves a problem, inspires creativity, or makes life easier for consumers, Pinterest is the place to showcase it.

2. Ideal for Visual Brands

With Pinterest’s image-first design, brands that rely on eye-catching visuals to sell their products or services often see better results here. Whether you’re in the business of selling handmade crafts, trendy apparel, gourmet desserts, or luxurious vacation packages, Pinterest’s ad formats can help you tell your story through stunning visuals.

3. Longer Lifespan for Ads

Unlike Facebook ads, which tend to lose visibility as users continue scrolling, Pinterest ads have a longer shelf life. Promoted Pins remain visible on users’ boards even after the campaign ends, meaning potential customers may rediscover your product weeks—or even months—later.

4. Brand Awareness Through Discovery

People on Pinterest aren’t just looking for products—they’re looking to discover brands. Pinners are open to finding new businesses and trying new things, making Pinterest an excellent platform for building brand awareness while driving targeted traffic and conversions.

How to Decide Which Platform Is Right for You

Both Pinterest ads and Facebook ads deliver strong results when used effectively, but the best platform for your business depends on your goals.

• If you’re focused on product discovery, reaching customers with high intent, and showcasing visually stunning content, Pinterest is a standout choice.

• If you aim to retarget existing customers, build highly specific audiences, or drive direct conversions, Facebook’s advanced targeting tools may be your best bet.

Not sure where to start? Test campaigns on both platforms to see where you get the best return on investment, then focus your efforts there.

Wrap Up Your Marketing with Pinterest Ads

Whether you’re a product-based business looking to boost brand discovery or a service provider aiming to inspire future customers, Pinterest ads are a powerful way to connect with your audience. Its visual-first approach, keyword-based targeting, and long-lasting ad impressions make it an invaluable tool for many industries.