Top-of-Search Ads: A new header in Pinterest discovery
During Pinterest Presents, the platform unveiled several major updates designed to better connect user inspiration with real-world purchases. The centerpiece is the top-of-search ad format, now being tested worldwide in all markets where Pinterest ads are available. These ads appear among the top ten search results, a prime spot where Pinterest notes 45 percent of all clicks occur. The move aims to capture shoppers at the moment they are most receptive to new products and ideas, especially given that 96 percent of the platform’s most common searches are generic and brand-neutral.
Early beta testing shows the top-of-search format delivers stronger performance: an average click-through rate (CTR) that is about 29 percent higher than standard campaigns. For brands, the implication is clear—ads can seize intent earlier in the discovery journey, when users are still exploring possibilities rather than comparing specific products.
What this means for brands
With a prominent position in search results, advertisers can increase visibility among users who are in a shopping mindset but not yet tied to a particular brand. The format provides a new channel to introduce products to a broad audience at a critical moment, potentially boosting both awareness and sales as part of an integrated marketing funnel.
Bridging online inspiration with local shopping: Local Store Inventory ads
Pinterest is also introducing Local Store Inventory ads, a feature designed to close the gap between online inspiration and physical purchases. Retailers can display real-time prices and stock levels for items available in nearby brick-and-mortar stores. This capability helps shoppers see where they can buy what they’re discovering online, encouraging foot traffic and in-store conversions. In an era where omnichannel shopping is expected, these updates help brands deliver consistent, location-relevant information across channels.
Leveraging local relevance
Local inventory ads empower advertisers to tailor messaging to the consumer’s immediate context, such as proximity to a store or current in-store availability. By making real-time data actionable in ads, merchants can guide shoppers from digital inspiration to in-person purchase with fewer steps.
Media Network Connect: A unified self-serve data tool
Pinterest also rolled out Media Network Connect, a self-serve tool built into Ads Manager. It enables advertisers to bring in first-party data from various media networks—such as retailer data—into a single workflow. The aim is to simplify campaign management and optimize cross-network campaigns by consolidating data from multiple partners in one place. This can help brands create more cohesive experiences and measure impact across touchpoints without juggling multiple platforms.
AI-powered visual search: Discovering style with generative AI
Parallel to the new ad formats, Pinterest is expanding its visual search capabilities through generative AI. The AI analyzes images to suggest search terms based on aesthetics, color palettes, or specific items in a photo. Users can refine results with filters like “style” or “occasion,” helping them identify exactly what they’re seeking without typing lengthy queries. “We’re changing how people discover,” says Dana Cho, Pinterest’s chief design officer. “It’s not just about returning search results anymore. We’re creating a personalized discovery journey where everyone can find their unique style and the products that fit.”
Impact on the shopping journey
These innovations collectively reshape the shopping lifecycle on Pinterest. Advertisers gain greater exposure in high-intent moments, while users benefit from more accurate, aesthetically driven search experiences. The combination of top-of-search placement, local inventory visibility, and unified data tools creates a more seamless bridge from inspiration to purchase—online and in-store alike.
What brands should watch next
As Pinterest expands these capabilities, marketers should consider how top-of-search ads can complement existing campaigns, how local store data can be synchronized with advertising strategies, and how Media Network Connect can streamline creative and measurement workflows. The overarching goal is a more cohesive, efficient approach to turning ideas into purchases while delivering a personalized, visually driven discovery journey.
