Pinterest’s 2025 Automotive Playbook: Everything Agencies Need to Know

From targeting life moments to real-time inventory ads, this guide breaks it all down.

Meta may still be the #1 go-to, but Pinterest just made a bold play to win over the automotive space.

We recently attended their 2025 Automotive Playbook session, and it wasn’t just fluff.

Pinterest has carved out a real opportunity for dealerships and the agencies that support them. With a visually driven user base, a high percentage of auto intenders not found on other platforms, and performance-backed strategies designed for full-funnel success, Pinterest is making its move in the automotive ad world.

In this summary, we’ll walk you through what we learned from Pinterest’s session, including practical ways to execute their recommended strategies, without adding to your team’s workload.

Why Agencies Should Care About Pinterest in 2025

Pinterest is now a serious player in the automotive ad world:

• Over 85M people engage with auto content

• 80% of car-buying decisions are made by women, and Pinterest reaches 54% of women 18+ in the U.S.

• 37% of Pinterest users don’t use Instagram, and 36% don’t use TikTok

• 45% of U.S. Pinterest users have a household income over $100K

Life Moments = Buying Moments on Pinterest

Pinterest emphasized how major life changes are often precursors to car purchases. Whether it’s moving into a new home, getting married, or welcoming a baby, Pinners turn to the platform to plan, save, and dream. 

• Users experiencing life moments are 2.4x more likely to purchase a vehicle within the next year.

• Pinterest helps you target these life moments with contextual and behavioral targeting options.

Pinterest’s Full-Funnel Strategy for Dealers

Pinterest isn’t just for branding. Their full-funnel approach lets you move shoppers from curiosity to conversion—all in one campaign.

Whether they’re still dreaming or ready to sign paperwork, Pinterest offers ad formats and objectives designed to guide them from inspiration to action.

Pinterest structures campaign success around three funnel stages:

• Discover – Build awareness with standard video and static ads

• Decide – Use consideration and conversion objectives to drive site traffic

• Drive – Leverage Shopping ads powered by inventory feeds

👉 Ads using both awareness and shopping objectives result in 2x higher conversion rates compared to running one objective alone.

Pinterest Catalog Ads: Your Vehicle Inventory on Auto-Pilot

Pinterest Shopping Ads are powered by Catalogs, which pull from your real-time inventory feed. This allows:

• Automatically sync inventory, including VIN, pricing, and availability

• Highlight promotions and inventory segments like “SUVs Under $25K” or “Certified Pre-Owned”

• Update in real-time with no manual refreshes

Case Study: Healey Brothers used Pinterest Catalogs to sell 153 vehicles in 3 months with a 43% lower cost per vehicle sold (2024).

Pinterest AIA Targeting: Reach Real Shoppers, Not Just Scrollers

One of Pinterest’s biggest strengths is the depth of its targeting options, going beyond just selecting keywords or audiences. Pinterest allows agencies to reach users based on real intent signals, behaviors, and life stage events.

Pinterest offers layered targeting capabilities:

• Life Moments– Engage users going through key transitions
• Behavioral Audiences – Based on Pins saved, site visits, or interactions
• Custom & Act-a-like Lists – Match CRM data and expand reach
• Location Targeting – Zip code, region, DMA

Creative Playbooks for Pinterest Success

Pinterest users are visual decision-makers. Your ad creative plays a bigger role here than it might on other platforms. Dealers need creative that stops the scroll, communicates quickly, and inspires action—all while staying on brand.

That’s where Pinterest’s creative best practices shine.

Pinterest’s best practices for automotive creatives include:

• Use vertical Pins with a 2:3 aspect ratio

• Include branded overlays, subtle logos, and relevant keywords

• Feature video clips between 4–15 seconds

• Add clear CTAs like “Explore Inventory” or “Book Test Drive”

Automotive Case Studies: Proof That Pinterest Ads Work for Dealers

How These Dealers Are Selling More Cars with Pinterest AIA

Healey Brothers Auto Group

• Sold 153 vehicles from Pinterest in 3 months

• 43% decrease in cost-per-vehicle sold

Proficy Digital (Agency: 31 Dealers)

• Shifted from conversion-only to full-funnel strategy

• Saw a 25% improvement in VDP CPA

Kerry Nissan

• Tracked in-store sales directly to Pinterest ad exposure

• Pinterest was a top-performing channel in Proficy’s multi-touch measurement model during the campaign test period.

• Kerry Nissan’s results contributed to Pinterest being ranked as the #1 social platform in their dealership’s media mix based on ROI.

Pinterest is more than an inspirational platform. It’s now a proven and powerful automotive ad channel with real buying intent.

If you’re helping dealerships grow their business, Pinterest offers an untapped, affluent, and ready-to-shop audience.