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Pinterest Lead Generation Guide

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What are Pinterest Lead Generation forms?

Pinterest Lead Generation forms are custom lead capture forms optimised for Pinterest with tags, & best practices. You can create these quick loading forms in a few clicks. These forms are created and designed especially for Pinterest, to improve conversion rates.


How do Pinterest Lead Generation forms work?

When a user engages with the pin and clicks on visit site, it loads the form. They have the option of entering their information into a range of different fields which are defined by you, for example, name, email address and postcode.

Once they have entered their details and click submit, this information is passed onto your CRM through Driftrock in real time, helping you follow up on the lead quickly.

You can make unique forms according to your marketing campaign, making it easy to track performance and optimise towards those driving the best return.

Pinterest Lead Generation example

Why use Pinterest Lead Generation forms?

Pinterest is a little different from most of the other social media platforms out there. It is somewhere between the social media platforms such as Facebook, Twitter, Instagram and the search networks such as Google and Bing. 

Pinterest is more like a visual search engine that gives you the benefits of both social media and search engine networks. 

Moreover, Pinterest has 459 million monthly active users. Most of these users on Pinterest are actively looking for new products, solutions and ideas. Here are some important statistics: 

According to Pinterest,

  • 64% of users say that Pinterest is where they go to find a product or service that they can trust. 
  • ​​Shoppers on Pinterest spend 40% more per month than people on other platforms.
  • Pinterest has 2.3x more efficient cost per conversion than ads on social media.
  • Pinterest has a 2x higher return on ad spend for retail brands, compared to social media. 

The data highlights that Pinterest has a substantial amount of high-quality audience. Great! How do you actually take advantage of this and generate more quality leads for your business? 

How to generate leads on Pinterest?

The steps are divided into two parts:

Part 1: Creating your form within Driftrock 

Part 2: Creating your campaign in Pinterest and adding your Driftrock Form. 

Part 1: Creating your form within Driftrock 

  1. Login or Sign Up to your Driftrock account
  2. From the Lead Capture Library click on the Setup button for Pinterest Landing Page Form

  1. This will lead you to the setup step in the capture wizard. In the capture wizard, upload your logo and a hero image for your Pinterest lead ad. Next, fill in the fields such as title, description, and form heading. You will see a preview of your ad on the right side. You can also click on the Preview Form button to see the form in a new tab. 

  1. Additionally, You can also enable content blocks. These blocks can highlight features and give more information (optional step). 
  1. Next, start adding form fields. These are the questions that will appear in your forms. You will have a selection of Driftrock Fields to map these questions to (you also have the option to add a new custom field). Once you have selected your field, you have the option to change the question text from what has been suggested

  1. Add consent information you would like your user to view

  • You will find this under the consents section and are similar to the form field question builder
  • We will store the information to indicate customers who are consenting to marketing.
  • You can attach your privacy & policy URL in the Form Builder.

  1. Lastly, customise your thank you page and add a call to action + URL that you would like your user to visit after finishing the form.
  1. Optional Steps

  • Adding tracking pixels to your form
  • Adding static fields to your form (Using static fields allows every lead to have a hardcoded field that will be attached to every lead a user submits. These are often things such as campaign ID, Lead Type, any additional information that isn't asked as a question on the form itself.  Once each static value has a DR field, these fields will be mapped to a CRM field in the next stage.)
  • Transform incoming Driftrock fields. (You have the option to transform the values for an incoming field using a lookup table. For example, if you wanted to convert a range of model names to numerical IDs, you would set up a transformation field.)
  • Add/Edit marketing tracking information.

  1. After building the form, it’s time to map your data and connect your CRM. Click on destinations on top of the wizard and click on connect new destination. Select your destination from the options lists presented.

  1. You then need to map each Driftrock field (that you just created either in form fields or static fields) to your corresponding CRM field. 

  1. Once you have finished setting up your smart form, head back to your lead captures and activate the sync.

Part II:

  1. Login or Sign up for a Pinterest ads manager account.
  2. Create a campaign and ad group in your account. 
  3. Select existing pins or create new pins to promote through this campaign.
  4. In your Pin(s) use the Driftrock link as your destination link. 

Bonus tips: add UTM parameters to your link to automatically capture the UTM data in Driftrock.

You can easily track form loads and submissions by copying and pasting the Pinterest tracking tags in the ID.

Best Practices for Pinterest lead generation

  • Experiment with different formats and sizes. However, according to data, high-quality vertical pins will stand out in people’s feeds. Pinterest recommends a 2:3 aspect ratio (ex: 1000 x 1500 pixels).
  • Add text overlay to the images and give appropriate titles and descriptions. Optimise these for SEO (relevant keywords), readability and keep it concise. Avoid using jargon and complicating the copy. 
  • Make sure both the parts of the lead ad are in sync. That is, use similar brand colours, logos, titles and descriptions in Driftrock and Pinterest for a smooth customer experience. 
  • Ask relevant and valuable questions in your lead form. Find a balance between asking too many and too few questions. Too many questions may lead to a lower conversion rate. However, too few questions may lead to low-quality leads. 
  • On the thank you page, share some information about the next steps with the user such as who will be in touch with them and when. Add a call to action here. 
  • Additionally, use the real-time sync to respond quickly. Responding quickly can lead to higher conversion rates. 
  • Set up lead validation, you can do this in the ‘data’ settings’ of your Driftrock account. You can Enable email, phone and address validation on all lead submissions, Block leads without a valid email and phone number from being sent to the CRM and Deduplicate for enquiries from the same Capture. 
  • Set up Reporting to save time and optimise the resources of your sales and marketing team. You can do this in the ‘reporting’ section of Driftrock.

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