Pinterest has launched a new ad placement called “Top of Search”, currently in beta, allowing brands to appear within the first ten search results on the platform as well as in the “Related Pins” stream. (Source: Search Engine Journal).
Unlike typical promoted Pins, the Top of Search format gives advertisers more eye-level exposure in search-driven discovery moments. According to Pinterest, the placement is especially useful for high-intent queries because 45% of clicks happen within the first ten search results, and 96% of top searches are unbranded.
How it works & why it matters
- Ads can now show when users actively search on Pinterest, rather than relying solely on feed or interest targeting.
- Early results indicate Top of Search ads see ~29% higher CTR than standard campaigns and are ~32% more likely to attract new customers.
- In addition, Pinterest introduced a feature named Media Network Connect, which lets retailers integrate first-party audience and conversion data directly into Pinterest’s ad systems via partners (e.g. Kroger Precision Marketing in the U.S.).
Pinterest says this move positions the platform more directly as a visual search engine where users frequently arrive with shopping intent. By combining search intent with brand-first ad placement, advertisers gain a more precise way to reach consumers earlier in discovery.
What marketers should do
- Test using this placement in existing Pinterest campaigns, especially for product discovery or upper-funnel audiences.
- Leverage strong creatives early: visual fidelity, clarity, and relevance will matter even more in these placements.
- Utilize Media Network Connect integrations where available to unify measurement and attribution.
- Monitor performance closely against regular Pinterest placements to contrast lift in CTR, conversion, and new-to-brand metrics.
⏱️ Timing note: As this is still in beta across monetized markets, availability may vary by region. Keep an eye out for access in your market.
