Facebook Ads vs Pinterest Ads: Which is Better for E-commerce in 2026?
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/WhatsApp/Telegram | |
|---|---|---|
| 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 (WhatsApp/Telegram + 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 WhatsApp/Telegram: 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
The questions our community asks the most
The same questions reach our community every week. Here they are, with short answers and no filler.
How much does it cost to advertise on Google?
You set a daily budget and pay per click, and click prices vary a lot by sector. Before investing, check whether the same product already converts for free in your group.
How much does it cost to advertise on Facebook and Instagram?
It also runs on an auction, with a daily budget you define and billing per delivery. Small, continuous campaigns usually teach you more about the audience than one large spend.
How do I run an Instagram ad?
Use Ads Manager (or boost a post that already performed organically), then pick objective, audience and budget. For deal groups, messages or traffic to the invite link are usually the most useful objectives.
Which is better, Facebook Ads or Google Ads?
Google captures people already searching for the product; Facebook and Instagram create the desire. For deals and coupons social usually comes cheaper; for a specific product, search converts better.
Is it worth advertising on TikTok?
Cost per view is competitive and the format favours product demos. It pays off when you have video creative and a clear destination, usually the invite to the group or channel.
Can I work as an affiliate without paying for ads?
Yes, and that is how most people start: your own audience in a WhatsApp group and Telegram channel, with daily publishing and curation. Ads come later to speed up a base that already converts.