Facebook Ads vs Pinterest Ads: Which is Better for E-commerce in 2026?
· 7 min
Facebook Ads vs Pinterest Ads: The Battle for E-commerce
Pinterest is a platform underestimated by many Brazilian advertisers. In 2026, with over 40 million active users in Brazil, Pinterest has become a relevant channel — especially for e-commerce. But how does it compare to the giant Facebook Ads?
User Profile
| Métrica | Facebook/Instagram | |
|---|---|---|
| Usuários Brasil | ~135 milhões | ~40 milhões |
| Público predominante | Diversificado, 18-55 anos | Mulheres 25-45 anos (65%) |
| Intenção | Social, entretenimento | Inspiração, planejamento de compra |
| Tempo no app | 33 min/dia | 14 min/dia |
The differentiator for Pinterest is the intention: 97% of searches on Pinterest are brand-agnostic — people are looking for ideas and products, not specific brands. This means opportunity for smaller brands.
Ad Formats
Facebook Ads (Meta Ads)
- Feed, Stories, Reels (Instagram + Facebook)
- Carousel, Collection, Lead Ads
- Shopping integrated with catalog
- Messenger Ads
Pinterest Ads
- Standard Pins: Static image with direct link
- Video Pins: Video in feed
- Carousel Pins: Multiple images
- Shopping Pins: Product with price and availability
- Collections: Hero image + related products
- Idea Pins: Multi-page inspirational content
Cost Comparison
| Métrica | Facebook Ads | Pinterest Ads |
|---|---|---|
| CPM médio | R$ 15-35 | R$ 5-15 |
| CPC médio | R$ 0,50-2,50 | R$ 0,30-1,20 |
| CPA médio (e-commerce) | R$ 25-60 | R$ 20-45 |
| Investimento mínimo | R$ 6/dia | R$ 5/dia |
Pinterest Ads is significantly cheaper in terms of CPM and CPC. Additionally, Pins have a much longer lifespan: while a post on Facebook dies in 24 hours, a Pin can generate traffic for months.
Advantages of Pinterest for E-commerce
- High purchase intent: Users are planning purchases (weddings, decoration, fashion, recipes)
- Organic traffic: Pins appear in searches for months, generating free traffic beyond paid
- Lower CPC: Less competition in Brazil = lower costs
- Direct link: Each Pin leads directly to your site (no friction)
- Specific niches: Fashion, decoration, gastronomy, DIY, beauty perform exceptionally
Advantages of Facebook Ads
- Scale: 3x larger audience in Brazil
- Advanced targeting: Lookalike, Custom Audiences, mature pixel
- Powerful remarketing: Multiple touchpoints (Feed, Stories, Reels, Messenger)
- Varied formats: Video, carousel, collection, lead ads
- Integrated Instagram: Two channels in one campaign
Combined Strategy
The smartest strategy for e-commerce in 2026 is to use both:
- Pinterest Ads for top of the funnel: discovery, inspiration, cheap traffic
- Facebook/Instagram Ads for remarketing: convert those who have already visited your site via Pinterest
Maximizing Results with Automation
For those driving traffic from P