full-funnel AI ad suite (automated ROAS bidding, new-customer prioritization, budgets and targeting managed by the algorithm)
In 2025, Pinterest's Performance+ AI ad suite carried about 30% of lower-funnel revenue, with +64% new-customer conversions via New Customer Acquisition and +28% ROAS for SMB advertisers, built on the in-house recommendation models OmniSage and PinFM.
Key points
- Full-funnel AI ad suite automating bidding, targeting, and budget (Performance+).
- ROAS bidding and New Customer Acquisition blocks, in-house models OmniSage and PinFM.
- About 30% of lower-funnel revenue automated, +64% new-customer conversions.
- Evidence A, status confirmed via the 2025 earnings calls.
Objective
Route a growing share of Pinterest's lower-funnel ad revenue through an AI-automated ad suite, improving ROAS and new-customer acquisition for advertisers while strengthening the engagement that feeds monetizable inventory.
The deployment
Pinterest built Performance+, an ad suite where the algorithm takes over a campaign's bidding, targeting, and budget. An advertiser picks an objective, lets the system optimize delivery, and can turn on two key building blocks: ROAS bidding, which optimizes on conversion value rather than plain volume, and New Customer Acquisition, which uses an advertiser-supplied list of existing customers to prioritize delivery toward net-new buyers. Underneath this ad layer run Pinterest's in-house recommendation models. OmniSage, trained on the taste graph, serves as a single signal to retrieve and rank content; PinFM, a foundational ranking model, distills a user's full history into home feed and related Pin recommendations. These models increase saves, and therefore the engagement and inventory the ad suite can then monetize. The suite launched globally in October 2024, ROAS bidding was added in the first quarter of 2025, and about 30% of lower-funnel revenue was flowing through Performance+ one year after the global launch.
Results Proof A
Quantified results announced by the CEO on the Q3 and Q4 2025 earnings calls, corroborated by official Pinterest blogs; several concordant primary sources.
How it works
Inferred typical approachThe internal detail is not public. Here is a proven approach that leads to the same result, to adapt to your stack.
The stack in detail
- plateforme Pinterest Performance+ Ad suite automating bidding, targeting, and budget
- llm OmniSage Recommendation and ranking model trained on the Pinterest taste graph
- llm PinFM Foundational ranking model distilling user history into the home feed
- infra Navigator 1 Core model reducing latency and cost (about 90% less than a leading third-party model)
How it runs, concretely
For ops teams-
1Supply the catalog and conversion signals advertiser / data team
The advertiser connects its product feed and valued-conversion reporting so the system optimizes on value rather than plain clicks.
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2Upload the list of existing customers advertiser / marketing
To activate New Customer Acquisition, the advertiser imports its customer base; the system assigns higher value to net-new prospects and prioritizes their delivery.
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3Let Performance+ manage bidding, targeting, and budget AI / Pinterest platform
Once the objective is set, the algorithm automates delivery across the home feed and shopping surfaces.
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4Feed inventory through the recommendation models AI / Pinterest ML team
OmniSage and PinFM rank content and personalize the feed, which increases the saves and engagement the ad suite then monetizes.
The conversion value reported by the advertiser for ROAS bidding, and the list of existing customers for New Customer Acquisition. Without a valued conversion signal, bidding falls back to volume; without a customer list, new-buyer prioritization does not work.
How your customers perceive this type of use
Sourced studiesLe pricing algorithmique est le terrain le plus inflammable : 68% des consommateurs disent se sentir leses quand les marques utilisent le pricing dynamique et 80% jugent plus dignes de confiance les marques aux prix constants (Gartner, 2024). L'equite percue varie selon le secteur : le pricing dynamique n'est juge juste que par 33% a 40% des repondants selon qu'il s'agit de concerts ou de cinemas (YouGov, 17 marches). Le prix personnalise par les donnees individuelles est le plus rejete : 47% des Americains s'y opposent fermement (Consumer Reports, 2024).
Acceptance conditions
- La constance des prix comme signal de confiance : 80% jugent plus fiables les marques aux prix stables (Gartner 2024)
- Le secteur conditionne l'equite percue : le pricing dynamique est mieux tolere pour les cinemas (40% le jugent juste) que pour les concerts (33%) (YouGov 2024)
Red lines
- Le pricing dynamique percu comme abus : 68% se sentent leses (Gartner 2024)
- Le prix individualise a partir des donnees personnelles : 47% d'opposition ferme (Consumer Reports 2024)
- Les frais caches et hausses imprevues, vecus par 79% des consommateurs sur un an et associes a la perte de confiance (Gartner 2024)
Sources: Gartner 2024 · YouGov 2024 · Consumer Reports 2024
How to replicate
Inference, not sourcedData prerequisites
- Clean, up-to-date product catalog feed
- Valued-conversion reporting (purchase value, not just clicks) via pixel/conversion API
- Usable list of existing customers to distinguish net-new buyers
Org prerequisites
- Marketing/data alignment on a shared definition of conversion value and new customer
- Legal basis and GDPR consent for matching the customer list
- Willingness to delegate bidding, targeting, and budget to the platform algorithm
Possible stack
- Pinterest Performance+ (ROAS bidding, New Customer Acquisition)
- Platform equivalents: Meta Advantage+ with a new-customer objective, Google Performance Max with value-based bidding and a new customer acquisition goal
- Native platform incrementality measurement to validate the contribution
The plan, step by step
- Step 1Instrument conversion value rather than plain volume, so bidding optimizes on ROASDeliverable: Valued-conversion feed reported to the platform
- Step 2Build and upload the list of existing customers to prioritize net-new buyersDeliverable: Customer segment used as a reference for new-customer targeting
- Step 3Activate the automated suite on a lower-funnel objective and let the algorithm driveDeliverable: Performance+ campaign in automated delivery
- Step 4Measure incremental contribution and new-customer ROAS against a control campaignDeliverable: Read on the real uplift of automation and the new-customer block
First step: Instrument conversion value and prepare the list of existing customers: these are the two signals that make ROAS bidding and new-customer prioritization work.
The same pattern, proven in other industries
Airbnb
dynamic price suggestion to sellers (host pricing)
Delta Air Lines
AI dynamic pricing (yield management)
Shopee
AI automation of seller ad campaigns
Sources
- S1 Pinterest (PINS) Q4 2025 Earnings Call Transcript Primary archive pending
- S2 Pinterest, Inc. (NYSE:PINS) Q3 2025 Earnings Call Transcript Primary archive pending
- S3 Grow your business faster: How Pinterest Performance+ automates success for SMBs Interested party archive pending
- S4 Introducing new AI and automation campaign features to support advertisers | Pinterest Newsroom Primary archive pending
An error, newer info, a source?
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