What Is Pinterest Performance+?
Performance+ (launched 2024, expanded 2025) is Pinterest's answer to Meta Advantage+ and Google's Performance Max. The idea: give Pinterest your creative assets and campaign goal, let the algorithm handle targeting, bidding, and placement optimization automatically.
It's not a new campaign objective — it's a campaign mode. You can run Performance+ for conversions, catalog sales, or consideration objectives. The difference is how much you cede to the algorithm.
What Performance+ Automates
Targeting
No keyword lists, no interest categories, no actalike setup. Pinterest finds buyers using behavioral signals across its platform — what users pin, search, and engage with.
Bidding
Automatic target ROAS bidding. You set a ROAS goal (or leave it to Pinterest) and the algorithm adjusts bids per auction in real time.
Creative selection
When you provide multiple creatives, Performance+ tests combinations and prioritizes the best-performing assets automatically.
Catalog integration
Performance+ for shopping campaigns automatically pulls products from your catalog based on predicted conversion probability — no product group setup required.
When Performance+ Works Well
Account with conversion history
If your account has 50+ purchase events in the past 28 days, Performance+ has enough signal to optimize. Below this threshold, the algorithm guesses.
Large product catalog
500+ SKUs gives Performance+ more to work with. The algorithm identifies which products match which searches without manual segmentation.
Scaling an already-profitable campaign
Once manual campaigns have proven ROAS, Performance+ can help scale beyond what manual targeting allows. Let it expand reach while manual campaigns protect the core.
Limited management bandwidth
If you're a solo operator with limited time for weekly optimization, Performance+ requires less active management than manual campaign structure.
When Performance+ Doesn't Work
New account, no conversion data
Without conversion history, Performance+ has no signal to optimize toward. You'll get traffic but not qualified buyers. Run manual shopping campaigns first — 3+ months, 50+ conversions — then test Performance+.
Niche with small audience
Highly specialized niches (e.g., antique bathroom faucets, handmade Japanese ceramics) have small enough audiences that AI expansion overshoots into irrelevant users. Manual keyword targeting is more precise.
When you need to diagnose performance
Performance+ is a black box. You can't see which targeting drove conversions. If something goes wrong — or right — you can't learn from it or replicate it. Manual campaigns produce actionable data.
Premium product with brand-sensitivity
If your brand positioning is careful (luxury, sustainability, artisan), Performance+ may serve your ads in contextually misaligned placements. Manual targeting gives you control over where ads appear.
Performance+ vs. Manual: Direct Comparison
| Dimension | Performance+ | Manual Campaign |
|---|---|---|
| Targeting control | None — algorithm decides | Full — keywords, interests, audiences |
| Setup time | 30 minutes | 2–4 hours for full structure |
| Learning speed | Faster (uses all signals) | Slower (each ad group learns separately) |
| Optimization insight | Minimal — black box | Full — keyword, product, audience ROAS data |
| New account | Not recommended | Recommended |
| Mature account (6+ mo) | Complement, not replace | Core structure |
| Budget efficiency | Can be wasteful early | Better control at lower budgets |
How to Test Performance+
If you want to test Performance+ alongside an existing manual campaign:
- Wait until manual campaigns have 50+ purchase events/month consistently
- Create a separate Performance+ campaign — don't replace your manual setup
- Allocate 20–30% of budget to Performance+ initially
- Run both for minimum 4 weeks before comparing ROAS
- Compare: cost per purchase, ROAS, and new customer rate (if trackable)
- Shift budget toward whichever delivers better ROAS at your scale target
Don't kill manual campaigns even if Performance+ wins — it uses your manual campaign conversion data to optimize. Remove the manual campaign and Performance+ loses its training signal.
Pinterest is expanding Performance+ features continuously — automatic background generation, creative optimization features, and catalog integration updates are rolling out through 2025–2026. Check Pinterest's Business Blog for the latest feature announcements.
Frequently Asked Questions
When should a home decor brand switch to Performance+ campaigns?
Switch to Performance+ after your account has 50+ purchase events per month consistently over 3+ months. Below this threshold the algorithm lacks conversion signal to optimize effectively. Don't replace manual campaigns — run Performance+ alongside as a 20–30% budget test and compare ROAS after 4 weeks before shifting more budget.
Does Performance+ outperform manual campaigns for home decor?
It depends on account maturity. Performance+ outperforms manual campaigns for scaling when you already have conversion history and a large catalog. For new accounts or niche products with small audiences, manual campaigns produce better ROAS because Performance+ expanded targeting overshoots into irrelevant users. Performance+ also provides less diagnostic data — you can't see which targeting drove conversions.
Can I run Performance+ and manual campaigns at the same time?
Yes — and this is the recommended approach. Performance+ uses your manual campaign conversion data to optimize, so removing manual campaigns degrades its signal. Run Performance+ at 20–30% of total budget as a test layer on top of your existing manual structure. If it consistently outperforms over 4+ weeks, gradually shift more budget toward it.
47-point audit — account setup, catalog connection, tag verification, creative assets, and targeting. Catch setup errors before they cost you budget.