Pinterest Ads 101: Can They Actually Drive Sales in South Africa?
When you think of digital ads, Pinterest probably isn’t the first platform that comes to mind. Most brands head straight for Facebook, Instagram, or Google, and for good reason. But here’s what many South African businesses don’t realise: Pinterest is quietly becoming one of the most valuable platforms for driving discovery, traffic, and even sales.
If you’ve wondered whether Pinterest Ads are worth exploring, this quick guide breaks down what makes the platform unique — and how it could be the hidden gem in your marketing strategy.
What Makes Pinterest Different?
Pinterest isn’t a typical social media network. It’s actually a visual search engine. People come to Pinterest not to scroll through friends’ posts, but to plan and buy.
Whether it’s a kitchen renovation, a fashion lookbook, or wedding décor ideas, users are actively searching for inspiration that turns into purchases. That means your ads appear right where intent lives: before customers make their buying decisions.
Globally, 80% of weekly Pinterest users say they’ve discovered a new brand or product on the platform and that mindset of discovery is what makes Pinterest so powerful.
Why Pinterest Ads Can Work Locally
Pinterest’s South African audience has been growing steadily, with millions of users now using it for everything from home improvement and beauty to lifestyle and e-commerce inspiration. What’s exciting is that the ad competition is still relatively low, which means cheaper clicks and more visibility compared to oversaturated platforms.
Here’s why it deserves a spot in your ad mix:
- High purchase intent: Users are researching ideas they plan to act on.
- Visual storytelling: Great for brands with strong imagery (fashion, décor, food, wellness, travel).
- Evergreen exposure: Unlike most social ads that disappear in hours, Pinterest content keeps resurfacing for months.
For e-commerce, lifestyle brands, and even service businesses, that’s a serious long-term advantage.
How Pinterest Ads Work
Pinterest Ads appear as “Promoted Pins” — they blend seamlessly into organic content but reach wider audiences. You can target by:
- Keywords: Just like Google Ads.
- Interests: Reach users exploring topics relevant to your product.
- Demographics and location: Perfect for focusing on South African buyers.
- Customer lists or lookalikes: Reach people similar to your existing clients.
You can drive traffic to your website, promote a catalogue of products, or even boost engagement on your Pinterest profile.
Getting Started: AdMe’s Quick Pinterest Checklist
If you’re ready to test the waters, here’s what you’ll need to succeed:
✅ Set up a Pinterest Business Account and install the Pinterest Tag on your site for tracking.
✅ Create scroll-stopping visuals (vertical images work best).
✅ Use clear, keyword-rich descriptions — Pinterest is powered by search.
✅ Start with a modest budget to test audiences and creative formats.
✅ Monitor analytics regularly and optimise based on top-performing pins.
Why Being Early Matters
Pinterest Ads in South Africa are still an underused opportunity — meaning brands that move early can enjoy the benefits of lower competition and higher visibility.
As digital spaces become more crowded, exploring new platforms like Pinterest gives your brand an innovative edge. It’s not about replacing Facebook or Google — it’s about diversifying and finding customers where others aren’t looking yet.
Ready to explore Pinterest Ads for your brand?
AdMe Marketing can help you build a creative, data-driven strategy that turns pins into profits.
📩 Email us at hello@adme-marketing.com or connect through our contact us page, and let’s make it happen together.