5.19× ROAS — Lighting Brand Pinterest Campaign, 7 Months
$21,726 in ad spend. $112,751 in revenue. 5.19× ROAS over 7 months for a lighting brand — including a video pin format test that outperformed static on both CTR and ROAS.
All client and spend data anonymized. Figures sourced from real Pinterest Ads Manager dashboards.
Brand Context
A US-based lighting brand — pendant lights, floor lamps, wall sconces, and chandeliers for residential interiors. Average order value approximately $400. They operated a Shopify store with strong professional product photography and a catalog of 200+ active SKUs.
They came to Pinterest having run Google Shopping with moderate results. We launched in October 2024 with a catalog-first approach — getting the feed optimized before spending significantly on distribution.
Why Lighting Performs Well on Pinterest
Lighting is one of the most visual home decor categories. A pendant light completely changes a room's character — and buyers know this. Pinterest's visual discovery format matches perfectly: buyers save "living room lighting ideas" boards before they know what specific fixture they want.
Lighting also benefits from strong seasonal patterns. Autumn/winter (darker homes, nesting behavior) drives higher intent. Q4 lighting purchase peaks are consistent across the portfolio — and this campaign's October launch timed the fall season well.
Video Pins vs Static — The Lighting Advantage
In most home decor categories, static catalog pins perform as well as or better than video for direct ROAS. Lighting is an exception. We tested video pins from month 4 and saw a significant performance gap:
Solid baseline. Strong for direct product catalog discovery.
58% higher CTR. 69% higher ROAS. Lighting-in-use context drives intent.
Why does video outperform in lighting? Because lighting is fundamentally about ambiance — and ambiance requires motion. A static photo of a pendant light shows the fixture. A 6-second video shows the room lit by it. That difference in context drives higher purchase intent.
We shifted 30% of budget to video pins after the Month 4 test confirmed the performance gap. Video budget increased to 40% by the final months of the campaign.
Performance Benchmarks From This Campaign
Across 7 months and 109,059 outbound clicks, several patterns emerged consistently:
- CTR 1.49% average. Strong for a catalog-focused campaign — above the home decor average. Lighting imagery in room context drives above-average engagement.
- CPOC $0.20. Well below Google CPCs for equivalent fixture queries. Pinterest serves mid-funnel buyers at a fraction of Google's search CPC for "pendant light" or "floor lamp."
- Attribution window is critical. Lighting buyers take time to convert — fixture consideration cycles can be 30–60 days. The 30-day click window captures most of this but misses buyers who return via search 5–6 weeks later.
Campaign Structure
- Campaign 1 — Catalog Shopping: All lighting SKUs, auto-targeting, conversion objective. 50% of budget. Consistent ROAS floor of 4×–6×.
- Campaign 2 — Video Pins: Category-specific (pendant, floor lamp, sconce). 30–40% of budget from month 3+. Best ROAS driver.
- Campaign 3 — Collections: Room-setting collections (dining room lighting, bedroom, hallway). 10% of budget.
- Campaign 4 — Retargeting: Website visitors 30-day window. 10% of budget. Highest ROAS floor in the account.
What Lighting Brands Should Know
- Test video pins. Lighting is one of the categories where video consistently outperforms static for direct ROAS. If you haven't tested it, you're leaving performance on the table.
- Room context in creative beats product isolation. Show the light on, in a styled room. The ambiance sells the fixture — specs close the sale on the product page.
- Attribution window is a bigger issue than in other categories. Lighting buyers take time. If your 30-day ROAS looks weak, check 60-day attributed revenue in GA4 before drawing conclusions.
- Q4 launch timing matters. October–November is lighting's strongest Pinterest period. Launching in Q4 gives the algorithm its best early signal — and 7 months of data showed Q4 weeks outperforming Q1 and Q2 weeks meaningfully.
Video outperforms static for lighting because the ambiance effect — how a fixture transforms a room — is inherently temporal and can only be conveyed through movement. Categories where video wins on Pinterest tend to be those where the product's core value is experiential, not just visual.
Assuming video is too expensive to test for lighting ads. A 5–10 second clip showing a room with the light off, then on, consistently outperforms static room-scene images for lighting brands. The production bar is lower than most brands assume — it doesn't need to be cinematic to outperform static.
Frequently Asked Questions
What ROAS can lighting brands expect from Pinterest ads?
This 7-month campaign achieved 5.19× ROAS on $21,726 spend, generating $112,751 in revenue. The benchmark range for lighting on Pinterest is 5×–14× depending on AOV and creative format. Video pins significantly outperformed static in this campaign — averaging 7.1× ROAS vs 4.2× for static catalog ads. The 1.49% average CTR and $0.20 CPOC across 109,059 outbound clicks reflects a strong engagement rate for the category.
Do video ads work better than static for lighting brands on Pinterest?
For lighting specifically, yes — more than in most other home decor categories. This campaign's video pins showed 1.9% CTR vs 1.2% for static, and 7.1× ROAS vs 4.2×. Lighting is one of the few home decor categories where video consistently outperforms static because ambiance — how a fixture transforms a room — requires motion. A 5–10 second clip showing a room with the light off then on can outperform static room-scene images without requiring cinematic production.
When should lighting brands launch Pinterest ads?
October–November is lighting's strongest Pinterest period. Autumn/winter drives nesting behavior and home lighting attention — people are at home more, noticing their fixtures, planning updates. This campaign launched in October 2024 and captured Q4's elevated intent immediately. Brands that launch in spring miss the peak seasonal window and begin the algorithm's learning phase at a lower-intent time of year.
Before you launch Pinterest ads for your brand, audit your account, catalog, tracking, creative, and targeting with this 47-point checklist — built from 343+ projects.
Running Pinterest ads for a lighting brand?
Lighting is one of Pinterest's stronger home decor performers — high visual impact, style-driven search intent, and catalog campaigns that can run efficiently across pendant, flush-mount, and floor lamp categories. Decor Ads Pro manages Pinterest campaigns for lighting brands, including feed segmentation by fixture type, room placement, and price tier. If your catalog has 100+ SKUs and you're not sure how to structure product groups for maximum ROAS, that's where we start.