PINTEREST ADS · 19 MONTHS · NEW JERSEY TILE RETAIL
How a New Jersey tile wholesaler turned $20K of Pinterest spend into $308K of revenue — at a 14.93× ROAS.
A 19-month, full-funnel Pinterest build for a brick-and-mortar tile retailer in New Jersey. Zero existing Pinterest presence at the start. By month 19: over 4 million impressions, 1,054 checkouts, and a $292.72 average order value — all from one channel almost no tile competitor was running.
14.93×ROAS
$308,524Pinterest revenue
$19.60CPA / checkout
$0.30CPC / outbound
How ROAS is measured
30/30 conversion window (30-day click, 30-day engagement). Pinterest Tag + Conversions API, deduplicated via event_id. Revenue = BigCommerce order value. Numbers match the Ads Manager screenshot on this page exactly.
Why the client name is withheld
At their request. Competitors actively study performance marketing in this category. The numbers and screenshot are verbatim from Ads Manager. Full export available under NDA on request.
New Jersey tile retailer & wholesaler · Subway tile, mosaic, hexagon, large-format porcelain and slab
The brief: a regional tile store going up against national e-commerce.
This client is a New Jersey tile retailer and wholesaler — the kind of regional brick-and-mortar that has lived through every shift in the home-decor category, from Home Depot’s expansion to the Wayfair tile aisle to Floor & Decor opening down the road.
When the engagement started in October 2024, the client had a competitive product range (porcelain, mosaic, hexagon, subway, slab, stone) and a clean BigCommerce storefront — but no Pinterest presence to speak of. Their digital spend was almost entirely on Google search, where every dollar was being bid up by national players with co-op budgets the average independent simply can’t match.
The category, on paper, looked locked up. In reality, almost no one in the U.S. tile market was running Pinterest as a serious performance channel — even though tile is one of the most-pinned, most-saved home-improvement categories on the platform.
LOCATION: NEW JERSEY · PLATFORM: BIGCOMMERCE · CATEGORY: TILE RETAIL + WHOLESALE · ENGAGEMENT START: OCT 2024
THE CHALLENGE
Three problems no amount of Google budget was going to fix.
01
A category dominated by national chains
Floor & Decor, The Tile Shop, Wayfair and Home Depot were sitting on top of Google for every transactional tile search. CPCs on terms like “subway tile” and “mosaic backsplash” were being bid past what any single-store independent could justify.
02
A purchase that takes weeks, not minutes
Tile is a project purchase. Customers spend 21–30 days from inspiration to checkout — looking at rooms, gathering samples, getting contractor quotes. Standard last-click attribution was hiding most of the funnel and most of the real value.
03
No discovery channel
The store had a great product range but no upper-funnel demand creation. Customers had to already know they wanted tile to find them. Pinterest — where 85% of users plan home projects, and 97% of searches are unbranded — was completely untapped.
THE APPROACH
A four-stage Pinterest funnel — engineered around how tile actually gets bought.
STAGE 01
Awareness
Standard pins + Idea Pins targeting unbranded inspiration searches: “modern bathroom tile,” “kitchen backsplash ideas,” “floor tile pattern.” Reaching the 21-day-out planner who hasn’t picked a brand yet.
STAGE 02
Consideration
Catalog-driven Carousel and Collection pins showing actual SKUs in styled room scenes. Saves and outbound clicks tracked as upstream KPIs — they directly predict 21–30-day conversion.
STAGE 03
Conversion
Pinterest Performance+ Catalog Sales with Direct Links enabled, structured by category (porcelain / mosaic / subway / hexagon / slab) with bid optimization on checkout events via Pinterest Conversions API.
STAGE 04
Retention
Retargeting tiers (7-day / 30-day / 90-day site visitors), cart abandoners, and a customer-list lookalike off purchaser emails. Most tile checkouts land 14–30 days after first impression.
PINTEREST TAG + CONVERSIONS API · BIGCOMMERCE EVENTS · 30-DAY CLICK / 1-DAY VIEW WINDOW · DEDUPED VIA EVENT_ID
Server-side conversions matter even more when the customer journey is 21+ days long. The Conversions API closes the gap that iOS 14.5 and cookie deprecation opened — without it, a significant portion of these 1,054 checkouts would have been invisible to the ad platform.
THE RESULTS · 19 MONTHS · NOV 2024 – MAY 2026
$20,662 in. $308,524 out. 14.93× back.
$308,524
Pinterest-attributed revenue
over 19 months
14.93×
Total ROAS (Checkout)
on $20,662.23 spend
1,054
Checkouts
tracked via Pinterest Tag + CAPI
$292.72
Average order value
high-AOV category
3,371
Saves
project-intent signals
$19.60
CPA per checkout
against a $292.72 AOV
$0.30
CPC outbound
well below category benchmark ($0.50–$0.80)
4.14M
Impressions
reach across U.S. home-decor planners
FULL-FUNNEL PERFORMANCE WATERFALL
Impressions
4,136,939
Outbound clicks
69,254
1.78% CTR
Saves
3,371
project-intent signal
Engagements
77,508
1.87% rate
Checkouts
1,054
1,054 checkouts
Source: Pinterest Ads Manager · Nov 2024 – May 2026 · 30/30 conversion window · Conversions API + Pinterest Tag deduped via event_id.
PINTEREST ADS MANAGER — FULL PERIOD SCREENSHOT
Account-level export: all campaigns, Nov 1 2024 – May 29 2026. Numbers visible in screenshot match figures on this page exactly.
Screenshot taken May 2026. Account name redacted. Full export available under NDA on request.
Want results like these for your store?
Free 30-min audit. We review your current setup and show you the gap. No account access required.
“At a typical tile-retail gross margin, $308K of revenue translates to roughly $117K–$147K of gross profit after cost of goods. After the $20K in ad spend, that’s a profit-on-ad-spend (POAS) of 5×–7×.”
Margin assumption: 45–55% gross, in line with tile retail benchmarks. Actual POAS depends on the client’s confidential margin structure.
Why these numbers actually matter — and what most ad reports won’t tell you.
01
A $0.30 CPC on a 14.93× ROAS is a structural advantage, not a fluke. Pinterest CPCs in home-decor categories typically run $0.50–$0.80 according to industry benchmarks. This client’s $0.30 CPC reflects creative quality + audience precision compounding over 19 months — exactly what doesn’t happen on a 30-day Meta sprint.
02
A 15.3% cart-to-checkout rate is high in the right way. The Baymard Institute pegs average e-commerce cart abandonment at ~70%, meaning most stores convert 25–30% of carts. 15% feels low until you remember tile is an evaluative purchase — many of those carts are sample collections and “save for the contractor” lists. The metric that matters is checkout count against ad spend, not cart conversion in isolation.
03
3,371 saves is the leading indicator nobody tracks. Every save is a customer who’s project-intent — building a board for a renovation. That’s a lookalike seed audience and a 30-day-out demand signal in one. We’ve watched campaigns at the 2,000+ saves mark see ROAS lift in the following 60 days as those saves convert.
04
14.93× ROAS over 19 months is not a “lucky month.” Anyone can hit 20× on a single launch promo. Sustaining 14.93× across 574+ days, three holiday seasons, and the October 2025 tariff hit on tile imports — that’s a system, not a campaign.
WHAT THIS MEANS FOR YOUR STORE
If you sell tile, lighting, rugs, furniture or home accents — this is the channel almost none of your competitors are running properly.
This build wasn’t a one-off. The same four-stage funnel — Awareness → Consideration → Conversion → Retention, anchored on Pinterest Performance+ Catalog Sales with Direct Links and CAPI-hardened tracking — is the same architecture we run for furniture showrooms, lighting retailers, rug galleries and pillow brands.
What changes is the creative, the category-specific keyword clusters, and the offline-conversion setup if you have a physical showroom. What doesn’t change is the structure. And almost no independent home-decor store in the U.S. is running this stack.
If you’re spending $1,000–$5,000 a month on ads and not seeing tile-style ROAS, the most likely reason isn’t your store — it’s that Pinterest hasn’t been built into your funnel the way Google and Meta have.
30-min audit. Zero pressure. We’ll show you exactly what a Pinterest-led plan would look like for your store.
No. Tile is a high-AOV, project-driven category, but the same four-stage Pinterest funnel works for furniture, lighting, rugs, pillows, wall decor, faucets, and almost every home-decor sub-vertical. Creative changes; structure doesn’t. The $0.30 CPC and 14.93× ROAS reflect 19 months of compounding optimization — the same compounding applies in every category we run.
What if I have a physical showroom and not just a website?
Better. We layer offline-conversion imports, geo-targeted Pinterest pins, Google store-visit goals, and Local SEO on top of the same funnel. This New Jersey client is a brick-and-mortar — every result on this page reflects in-store and online combined where attributable. Foot traffic lift and online revenue grow together.
How long until I see results like this?
The 19-month window above is what sustained ROAS looks like. Most accounts hit a clean ROAS signal inside 30–60 days of the funnel going live. Our 30-day pilot exists exactly so you can see early results before committing to a full retainer.
What’s a realistic ad budget to start at?
$1,500/month is the floor for the 30-day pilot. $3,000/month is the recommended ongoing budget for Pinterest-only. This New Jersey tile client averaged just over $1,000/month over the full 19-month window — proof that it doesn’t take a national-chain budget to make this channel work.
Used by furniture, lighting, rug, tile and decor brands across the U.S., U.K., Canada and Europe.
All metrics sourced directly from Pinterest Ads Manager reporting, window Nov 1, 2024 – May 29, 2026. Conversion settings 30/30 (30-day click, 30-day engagement). Reporting screenshot available on request. Client identity withheld pending written permission.
