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Pinterest ad format

Pinterest Carousel Ads: Specs, Card Order and Testing

Pinterest carousel ads are made up of several images that people swipe through sideways. The format works best for showing a task step by step or putting different versions of one product side by side. We use carousels when every swipe gives the user something new; we never add filler images just to fill a card.

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Illustrative view: illustrative view of an ad made of swipeable images.
Purpose and appearance

What do we use this format for?

We use Pinterest carousel ads to help people who are looking at a product but cannot decide on a color, model or use. In recipe, outfit, color option and before-and-after stories, we aim to get the decision made within a single ad. Testing card order also shows which option sends more visitors to the site, which informs stock and creative plans.

Funnel stages it serves

  1. Awareness
  2. Consideration
  3. Conversion
  4. Loyalty

Five use cases for Pinterest carousel ads

Among popular searches in Türkiye, the ones best suited to carousels point to a process or a choice. The user either wants to know how something is done or which option suits them. If we cannot match a campaign idea to one of the scenarios below, we go with a single image instead of a carousel.

  • Recipes and how-to steps: one step per card for users searching for 'sütlaç tarifi' (rice pudding recipe) or 'yulaflı tarifler' (oat recipes).
  • Outfit ideas: three different ways to wear the same piece for searches such as 'çizgili gömlek kombinleri' (striped shirt outfits).
  • Color and model options: different shades of a lipstick or a sofa set, with the best-selling option on the first card.
  • Before and after: for a nursery or home office makeover, the first card shows the problem and the last card the result.
  • Product and detail: a usage scene on the first card, then fabric, size or ingredient details on the following cards.

Pinterest carousel ad specs: card count and aspect ratio

Pinterest allows 2 to 5 images for carousels under objectives such as awareness and consideration, and 2 to 10 images or videos under the sales objective. The aspect ratio can be 1:1 or 2:3. We never mix ratios within one carousel. When card height changes during a swipe, the look in the feed breaks and the set no longer reads as one continuous story.

Using all five cards is not mandatory. A common pattern in accounts we take over is that the last two cards are filled with weak images that repeat the first ones. In that case, we cut the number of cards to three and make sure each card delivers separate information. Fewer cards often means more swipes and a clearer message.

Why the first card matters most

In the feed, users see only the first card. A swipe only happens if the first card catches their interest, so we put the strongest scene there and state the reason to swipe in the text overlay, such as 'in 3 steps' or '4 different colors'. The first card also needs to work on its own as a standard ad.

We set card order not by assumption but by testing two different sequences in the same ad group. We build these tests on A/B testing logic with a single variable: the cards are the same, only the first card differs. If many products need to be shown together, we switch from carousel to Collections ads and carry winning card designs to other channels through ad creative analysis.

Carousel Ads: when do we recommend it?

We recommend it

  • Brands that can explain a recipe, assembly or decoration in three to five steps
  • Brands that want to highlight several colors or models of the same product
  • Home, beauty and renovation categories with strong before-and-after visuals
  • Campaigns that want to tell a story without video production

We don't recommend it

  • Campaigns with only one strong image and no way to shoot new material for the other cards
  • Catalogs that want to show dozens of products in the same ad
  • Cases where cards would have to use images in different aspect ratios

How we manage Carousel Ads

  1. Scenario selectionWe match the campaign idea to a step-by-step, options, before-and-after or detail scenario.
  2. Card structureWe give each card a single piece of information and set the number of cards between 2 and 5 based on the content.
  3. First card copyWe add a short text overlay that gives the reason to swipe.
  4. Sequence testWe run the same cards in two variations with a different first card, keep the winner and switch off the loser.

Carousel Ads: metrics and requirements

Metrics we track

  • Pin clicks
  • Saves
  • Outbound clicks
  • Click difference between variations
  • Cost per conversion

What you need to get started

  • 2-5 images in the same aspect ratio (1:1 or 2:3)
  • A clear piece of information or step for each card
  • A landing page that fits the campaign objective
  • An installed Pinterest tag so card order tests can be read

Official sources

The Brand Move Pinterest Team

To learn more about Carousel Ads or other Pinterest ad formats, contact The Brand Move Pinterest team today.

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Explore further

Other Pinterest Ads campaign types and ad formats

Pinterest Ads overview

Standard (Image) Ads

A single vertical image in the home feed, search results and related Pins. The format where keyword targeting works most clearly.

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Collections Ads

One hero image with three product images below. Tapping opens a full-screen view of up to 24 products; built by hand or from a catalog.

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Shopping Ads

Pinterest Shopping ads and dynamic retargeting with product pins generated from your catalog; feed quality drives the results.

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Performance+ Campaigns

Pinterest Performance+ hands bidding, ad groups and creative to automation; it works best in accounts with 50+ conversions a week.

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Related pages

Frequently asked questions

Carousel Ads: frequently asked questions

What are the Pinterest carousel ad specs?

Carousels use 2 to 5 images under objectives such as awareness and consideration, and 2 to 10 images or videos under the sales objective. The aspect ratio can be 1:1 or 2:3, with up to 20 MB per image. We keep every card in a carousel at the same ratio.

How many cards should a Pinterest carousel have?

The content decides. Three cards are enough for a three-step recipe. Cards added just to fill space lower engagement, because people see nothing new when they swipe.

Can a Pinterest carousel include video?

Yes, under the sales objective, where a carousel can combine 2 to 10 images or videos. Under other objectives, carousels are image-only.

Should the first card show the product or a usage scene?

In most categories we open with a scene, because only the first card is visible in the feed and it is what triggers the swipe. For brands selling color options, such as lipstick or sofas, we put the best-selling color first. We decide by running both sequences in the same ad group and comparing clicks.

Carousel or Collections ads: which should we use?

If we are telling a story in sequence, we choose a carousel; if we are showing many products around one main scene, we choose Collections. In a carousel, people swipe sideways; in Collections, they tap the main image and move to a product list. The more products you need to show, the better Collections fits.

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