Pinterest Visual Search Ads are a new ad format that places brands at the top of Pinterest search results and in Pin closeups. Pinterest announced them on September 17, 2026, at Pinterest Presents, its annual advertiser summit. The ads combine keyword relevance with Pinterest’s visual understanding of images and products, send people directly to the advertiser’s website, support lower-funnel objectives, and work with Pinterest Performance+. They’re rolling out in beta to eligible advertisers in all Pinterest ad markets over the coming weeks. Pricing, eligibility criteria, and creative specs haven’t been published yet.

We break down how the format differs from Pinterest’s existing search ads, which ecommerce brands could benefit most, and whether it’s worth testing ahead of the Q4 peak.

On September 17, 2026, Pinterest introduced Visual Search Ads as its newest performance ad format. The ads appear in two places: Pinterest search results and Pin closeups, the expanded view people open when a Pin catches their eye. Advertisers can bid for the top response in these placements, and a click takes the shopper straight to the brand’s site.

Pinterest positions the format as search advertising built for how people search today. CEO Bill Ready put it this way: "…people are expressing themselves in much richer ways." — Pinterest Newsroom, September 17, 2026

The scale behind the launch is significant. According to Pinterest, users run more than 80 billion searches a month. Most of them are visual, and more than half are commercial.

The format is powered by Pinterest Intelligence, the company’s AI system for understanding images, products, taste, and intent. It supports lower-funnel objectives and is compatible with Pinterest Performance+, Pinterest’s AI-powered performance suite.

Visual Search Ads aren’t Pinterest’s first search ads. Advertisers could already target keywords and choose the Search placement in Ads Manager, which Pinterest describes as: "Show your ads in search results and related Pins" — Pinterest Business Help Center, Set up placement targeting

What changes is how and where the ad shows up.

The Pin closeup is the most interesting part for ecommerce. That’s the moment a shopper is looking closely at a specific product, like the handbag in Pinterest’s own demo, and a similar item from your store can appear right there.

In our view, the format fits best where the look of a product drives the choice. That includes fashion and accessories, home décor and furniture, beauty, and wedding and event products. In these categories, shoppers often don’t know the exact product name. They search by style, save ideas, and compare images. Visual Search Ads are built for that moment.

The fit is weaker for products people choose by specs or price: electronics, household consumables, and technical goods. Here a shopper usually searches with a precise query, and visual similarity matters less.

Timing is the tricky part. Pinterest announced the beta on September 17 and said it would roll out over the coming weeks. That puts access somewhere in October or November, right before Black Friday on November 27, 2026.

Peak season is the most expensive time to learn. Any new placement needs time to gather data, and right now there are no benchmarks to compare against.

Don’t move your core Black Friday budget into Visual Search Ads. If you get beta access early, test with a separate, small budget and finish the test before mid-November. If access comes later, plan your main test for January, when auction pressure usually eases and results are easier to read.

Pinterest has introduced Visual Search Ads, a new format that places brands at the top of search results and in Pin closeups. But what does this mean for ecommerce advertisers? We explore how the format works, which brands could benefit most, and whether it’s worth testing before Black Friday 2026. Plus, practical steps to prepare your Pinterest campaigns for the rollout.

No. Shopping ads are product Pins built from your catalog. Visual Search Ads are a new placement and format in search results and Pin closeups. Pinterest hasn’t yet said whether a catalog is required.

Yes. Pinterest says the format is compatible with Performance+ and supports lower-funnel objectives.

Pinterest hasn’t published pricing. Advertisers bid for the top response in the auction.