12.54× ROAS — Tile Retailer Pinterest Campaign, H1 2025
A tile retailer's first Pinterest campaign: new ad account, catalog built from scratch, $7,835 spend, $98,254 revenue across 6 months — including 19.32× ROAS on the top campaign.
All client and spend data anonymized. Figures sourced from real Pinterest Ads Manager dashboards.
Brand Context
This was a US-based tile and stone retailer — porcelain, ceramic, natural stone, mosaic, and specialty tiles for residential renovation. Average order value was $280–$600 depending on tile type and quantity. They had a Shopify store, an existing Google Shopping campaign (4×–5× ROAS), and no prior Pinterest presence.
The client approached us in late 2024. We launched January 1, 2025 — first day of Q1, intentionally timed to capture the January renovation planning surge.
Why Tile Performs Well on Pinterest
Tile is a high-intent, high-visual category. People on Pinterest saving bathroom and kitchen inspiration boards are planning renovations — actively seeking tile ideas. The purchase cycle is typically 30–90 days from inspiration to purchase. Pinterest's 30-day attribution window captures a significant portion of this.
Tile is also less competitive on Pinterest than on Google Shopping, where national retailers dominate. A regional tile store can compete effectively on Pinterest at CPCs far below Google.
Campaign Structure
We launched with two campaigns:
- Campaign 1 — Catalog (Shopping): All products, auto-targeting, conversion objective. Primary spend vehicle — highest-volume, highest-ROAS campaign in the account.
- Campaign 2 — Standard Awareness: Category-specific pins (bathroom tile, kitchen backsplash, outdoor tile). Small budget to build brand signal while catalog campaign learned.
Catalog Setup
The client's existing product data was in a format optimized for Google — descriptive but not Pinterest-native. Key changes we made:
- Title restructure: From "SKU12345 Carrara White Marble Tile" to "White Marble Subway Tile — Carrara | 3×6 inch | per sq ft"
- Room attribute: Added room-type attributes (bathroom, kitchen, outdoor, living room) to improve interest matching
- Primary image: Switched from product isolation shots to room-installed lifestyle images for catalog primary
- Price accuracy: Ensured per-square-foot pricing matched the website exactly — price mismatches cause catalog disapprovals
Campaign Performance Breakdown
| Campaign | Spend | Revenue | ROAS | Conv. | CPOC | CTR |
|---|---|---|---|---|---|---|
| Campaign 1 | $2,761 | $53,359 | 19.32× | 150 | $0.24 | 1.79% |
| Campaign 2 | $1,714 | $18,104 | 10.56× | 136 | $0.09 | 2.20% |
| Campaign 3 | $1,615 | $15,002 | 9.29× | 66 | $0.22 | 1.81% |
| Campaign 4 | $401 | $5,181 | 12.91× | 13 | $0.43 | 1.43% |
| Campaign 5 | $306 | $136 | 0.44× | 9 | $0.19 | 2.19% |
| Campaign 6 | $94 | $24 | 0.26× | 1 | $1.12 | 3.34% |
| H1 Total (all campaigns) | $7,835 | $98,254 | 12.54× | 413 | $0.17 | 1.82% |
Campaigns 5 and 6 show low ROAS — these are brand awareness and prospecting campaigns where Pinterest was building audience signal, not driving immediate conversions. The top 4 revenue-generating campaigns ran at 9×–19× ROAS. This is a normal portfolio structure: high-ROAS conversion campaigns subsidized by smaller brand awareness spend.
What Tile Brands Should Know
- Q1 is tile's best Pinterest quarter. January–March captures renovation planning for spring projects. Launch before January if possible.
- Room-type attributes matter more here than in other categories. "Bathroom tile" and "kitchen backsplash tile" are distinct interest clusters with different buyers.
- Per-square-foot pricing requires extra catalog maintenance. Any price change on the website must propagate to the feed before the next crawl — mismatches cause disapprovals.
- Google vs Pinterest aren't competing here. Different buyer stages. Google captures bottom-funnel search; Pinterest captures mid-funnel inspiration. Run both.
For renovation-related categories like tile, launching before Q1 captures renovation planning season at lower CPCs. Planning peaks January–March for spring projects — brands that wait until spring have missed the window where intent was highest and competition was lowest.
Treating Pinterest and Google as competing channels for tile brands. These platforms serve different buyer stages: Google captures the buyer who has already decided what tile they want; Pinterest captures the buyer who is still deciding. Both audiences are valuable and distinct — running only Google means you're reaching buyers after they've already chosen a direction, not while they're open to yours.
Frequently Asked Questions
What ROAS can tile stores expect from Pinterest ads?
This 6-month campaign achieved 12.54× overall ROAS on $7,835 spend, generating $98,254 in revenue across 413 conversions. The top campaign hit 19.32× ROAS. Tile's renovation-planning audience aligns well with Pinterest's intent profile, and CPCs are lower than Google for equivalent renovation keywords. The 30-day attribution window misses some long-cycle buyers, so reported ROAS typically understates actual Pinterest influence on revenue.
When is the best time to launch Pinterest ads for a tile store?
January is tile's strongest Pinterest quarter — renovation planning for spring projects peaks in Q1. This account launched January 1, 2025 and captured the planning surge from day one. Brands launching in spring are entering after the peak intent window has closed. If you can only launch once, launch before January.
How does Pinterest compare to Google Shopping for tile advertising?
They serve different buyer stages and don't directly compete. Google captures bottom-funnel buyers who have already decided what tile they want and are comparing suppliers. Pinterest captures mid-funnel inspiration — buyers still forming their design direction and open to discovery. This account ran alongside Google Shopping and the channels served distinct audiences. Running both is the right approach for tile brands with sufficient budget.
Before you launch Pinterest ads for your brand, audit your account, catalog, tracking, creative, and targeting with this 47-point checklist — built from 343+ projects.
Running Pinterest ads for a tile or stone brand?
Tile is a project-driven category on Pinterest — buyers are deep into a renovation decision when they search, which creates strong conversion potential but also means the wrong catalog structure wastes budget on early browsers who aren't close to purchase. Decor Ads Pro manages Pinterest campaigns exclusively for home decor brands, including tile and stone categories where product segmentation by finish, size, and application drives meaningful ROAS differences. If your current campaigns treat all tile products the same, there's likely significant ROAS improvement available from product group restructuring.