Lead ads are not available to everyone on Pinterest just yet. If you’re interested in trying them out, reach out to your account manager.

Lead ads help you reach people who are actively looking for, and interested in your goods and services. People on Pinterest share their information with you by filling out a form within your Lead ad, without having to leave the Pinterest app or website. You’re in control of what text appears on the lead form’s description, questions and confirmation sections. Once people have filled out the form, you can download the responses for up to 30 days via Ads Manager, or by using our integration with Zapier.

You’ll set up your conversions campaign first, then create a Lead ad with corresponding lead form made up of the following components:

  • Call to action: The button someone clicks to fill out the form, such as “Sign up”. You’ll select your preferred call to action from a range of options.
  • Privacy policy link: A link to your company’s privacy policy so people know how their information will be used.
  • (Optional) Additional disclosure language: Additional legal language you can add to the lead form’s existing legal language.
  • Questions: Mandatory prompts people respond to with their information, such as “Email”. You’ll select your preferred questions from a range of options or write your own.
  • Completion message: The customized message people see once they’ve filled out and submitted the form.
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    Set up a conversions campaign for Lead ads
  • Log in to your Pinterest business account
  • Click at the top-left of the page
  • Under Ads, click Create campaign
  • Click Manual Campaign, then Get Started
  • Below Choose a campaign objective, select Conversions
  • Select a Campaign name and status, and choose a Campaign budget and schedule
  • Click Continue
  • Enter your Ad group details, select a Targeting strategy, enter your Targeting details, and set your Budget & schedule
  • Under Optimization & delivery, select Conversion data source, then under Select conversion event choose Lead
  • Select your Bidding strategy
  • Below Ads, click Create ad
  • Select an image or video, then fill in the details for your Pin
  • Click Publish
    •

    Next up, you’ll create the Lead ad.

    It looks like you're reading this from a mobile device. At the moment, you'll need to use your desktop to create a Lead ad. You can see those instructions by tapping Web above.

    It looks like you're reading this from a mobile device. At the moment, you'll need to use your desktop to create a Lead ad. You can see those instructions by tapping Web above.
    Create a Lead ad

    After you’ve set up your conversions campaign, you’ll see a Lead ad section under Choose a format. After selecting Lead ad, follow the steps below to create a Lead ad.

  • Enter your Ad Name (which will only be visible to you)
  • Enter your Destination URL for people to visit after they complete your lead form
  • Click below Call to action to select one for your Lead ad
  • Click below Lead form
  • Enter a Form name (which will only be visible to you)
  • Click to the right of Questions
  • Click Add a question to add additional questions to your form
  • Click to the right of Disclosure language
  • Enter your Privacy policy link URL, optional Additional disclosure language and any policy links
  • Click Add policy link, then enter a Link label and Link URL
  • Click to the right of Completion message
  • Enter the message you’d like people to see after filling out your form
  • Check the box next to Accept terms
  • Click Finish
  • Click Publish at the bottom-left of your screen
    •

    It looks like you're reading this from a mobile device. At the moment, you'll need to use your desktop to create a Lead ad. You can see those instructions by tapping Web above.

    It looks like you're reading this from a mobile device. At the moment, you'll need to use your desktop to create a Lead ad. You can see those instructions by tapping Web above.
    Download your leads

    Leads can be downloaded from the Ads Manager reporting page. You can set the date range at the top of the Reporting page to a maximum of 30 days.

    Note: Lead ad data will be deleted 30 days after the lead has been submitted and cannot be retrieved.

    If you’re accessing a Pinterest business account as an employee, you must have admin level access to be able to download and manage lead data.

    First, you’ll create a lead column, as well as a cost per lead column on your reporting table so you can access this data.

  • Log in to your Pinterest business account
  • Click at the top-left of the page
  • Under Ads, click Reporting
  • At the top of the table, click
  • Scroll down to Engagement
  • Select Lead and Cost per lead
  • Click Apply
    • Optional: Click Save table to save this filter in your table for future use
    •

    Once you’ve created these columns, you can download your leads.

  • Log in to your Pinterest business account
  • Click at the top-left of the page
  • Under Ads, click Reporting
  • Click the Ads tab at the top of your table
  • Next to Targeting breakdown, click Table, and then select Lead ads filter
  • In the Leads column in the table, click Download
  • Click Download again to confirm
    •

    It looks like you're reading this from a mobile device. At the moment, you'll need to use your desktop to create a Lead ad. You can see those instructions by tapping Web above.

    It looks like you're reading this from a mobile device. At the moment, you'll need to use your desktop to create a Lead ad. You can see those instructions by tapping Web above.

    Use the Pinterest Lead ads Integrations app on Zapier to transfer lead data from Ads Manager to your Customer Relationship Management (CRM) system. The app lets you connect Ads Manager to Zapier, and then to your CRM. You can transfer data from a specific lead form, or transfer all data from a Pinterest ad account.

    Transfer lead data from a specific lead form

    Remember that each new lead form needs a new Zap.

    1. Open your Zapier dashboard page
    2. Click Create Zap at the top-left corner
    3. In the search bar at the top of the screen, search for “Pinterest Leads app” then select the latest version
    4. Click the empty field below Event, then select New Lead
    5. Click Continue
    6. Click Sign in, then enter your Pinterest login details
    7. Click Give access
    8. Click Continue
    9. Click the empty field below Ad account, then select the Pinterest ad account you want to to transfer lead data from
    10. Click the empty field below Lead form, then select the lead form’s name
    11. Click Continue
    12. Click Test trigger
    13. Click Continue with selected record
    14. Search for and select the app that corresponds to your CRM platform
    15. Click the field below Event and select an action
    16. Connect your CRM account by logging in
    17. Click Continue
    18. Fill out the fields to set up the data you want to send over to your CRM platform
    19. Click Continue
    20. Click Test step, then check your CRM system to make sure lead data is successfully sent
    21. Click Publish

    Transfer all lead data from an ad account

    1. Open your Zapier dashboard page
    2. Click Create Zap at the top-left corner
    3. In the search bar at the top of the screen, search for “Pinterest Leads app” then select the latest version
    4. Click the empty field below Event, then select New Lead
    5. Click Continue
    6. Click Sign in, then enter your Pinterest login details
    7. Click Give access
    8. Click Continue
    9. Click the empty field below Ad account, then select the Pinterest ad account you want to to transfer lead data from
    10. Click Continue
    11. Click Test trigger
    12. Click Continue with selected record
    13. Search for and select the app that corresponds to your CRM platform
    14. Click the field below Event and select an action
    15. Connect your CRM account by logging in
    16. Click Continue
    17. Fill out the fields to set up the data you want to send over to your CRM platform
    18. Click Continue
    19. Click Test step, then check your CRM system to make sure lead data is successfully sent
    20. Click Publish

    The Pinterest Lead ads Salesforce app lets you transfer lead data from Ads Manager to Salesforce Sales Cloud.

    To get started, you’ll need to:

    Note: If you also have Salesforce Marketing Cloud and want to transfer lead data there, you’ll need to use Marketing Cloud Connect after you set up the integration.

    Set up

    1. Install Pinterest Lead ads for Salesforce Sales Cloud from AppExchange
    2. Follow the installation process
    3. Open Pinterest Lead ads from Apps selection

    Complete configuration

    1. Click Setup at the top of the screen
    2. Click Configuration
    3. Click Authorize
    4. In the pop-up, select Allow

    Set up the advertiser account

    1. Click Advertiser Accounts at the top of the screen
    2. Click New at the top-right of the screen
    3. In the pop-up, click Authorize, then click Give access in the following pop-up
    4. From the list below Advertiser Account, select the advertiser account of which you’re an admin
    5. Click Save

    Add required fields

    1. Scroll to the bottom of the screen to the Static Value Assignments section, then click Add Assignments
    2. If your lead form does not ask for company, you’ll need to add static values for each of them
    3. In the field below Salesforce Field, select Status
    4. In the field below Value, select Open - Not Contacted
    5. Scroll up to the top of the screen, then click Save

    Connect lead forms

    1. At the right-side of the screen, click the dropdown arrow next to Lead Forms
    2. Click New
    3. In the pop-up, select the lead form from the list below Lead Form
    4. Click Save

    Map custom questions

    1. Click Edit next to Lead Form Data Mapping
    2. Click Add Mapping
    3. Below Field Mappings, select corresponding questions below Salesforce and Pinterest
    4. Below Picklist Value Mapping, click [pencil icon]
    5. In the pop-up, click Add Mapping
    6. Match the fields as needed, then click Done
    7. Click Save at the top-right, next to Lead Form Data Mapping
    8. Click Subscribe, then click Subscribe again in the pop-up to confirm

    [optional] Enable duplicate records

    Enable duplicate records in Salesforce so all Pinterest lead data is transferred, instead of losing duplicates which may have additional information submitted by people.

    1. Log in to your Salesforce account
    2. Click Setup at the top-left of the screen
    3. Click Data at the left-side of the screen
    4. Select Duplicate Management, then click Duplicate Rules
    5. Click Standard Lead duplicate rule
    6. Click Deactivate

    [optional] Troubleshoot

    If you’re experiencing issues, troubleshoot using the following steps.

    1. Click Package Logs
    2. Below Package Log Name, click the log you want to review
    3. Review the information to determine a fix, or share the details and your subscription integration mapping with your Pinterest account manager

    If you cannot transfer lead data using Zapier or Salesforce Sales Cloud, you have the option to build a custom integration via The Pinterest API for Lead ads. 
    Still need help? Contact us
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