Great question 🙌 — Custom Audiences in Pinterest Ads are one of the best ways to retarget warm users and reach lookalike audiences. Here's a full breakdown on how to set them up and use them effectively.

🎯 How to Create Custom Audiences for Pinterest Ads
1️⃣ Types of Custom Audiences on Pinterest

Pinterest Ads Manager lets you build audiences from:

Customer lists – Upload emails/phone numbers you already have.

Site visitors – Retarget people who visited your website (via Pinterest Tag).

Engagement audiences – People who engaged with your Pins/ads.

Actalikes – Pinterest's version of Lookalike audiences, based on your custom audience.

2️⃣ Prerequisites

Pinterest Business Account (free upgrade if you have a personal one).

Pinterest Tag installed on your website (for site-based audiences).

A decent data source (email list, web traffic, or engaged audience).

3️⃣ Step-by-Step: Creating a Custom Audience
A. Upload a Customer List

Go to Ads Manager → Audiences → Create Audience.

Select Customer list.

Upload a CSV file of emails/phone numbers (min 100 unique identifiers).

Name your audience and save.

👉 Pinterest will match those emails/phones with user accounts.

B. Website Visitors (Pinterest Tag Required)

In Ads Manager, go to Audiences → Create Audience.

Choose Visitors who went to your site.

Define rules:

All visitors

Visitors to specific pages (e.g., "cart" or "checkout")

Visitors in last 30/60/180 days

Save audience.

👉 This is ideal for retargeting and abandoned cart campaigns.

C. Engagement Audience

Go to Audiences → Create Audience.

Choose People who engaged with your Pins.

Select type of engagement:

Saved your Pin

Clicked on your Pin

Commented/Interacted

Pick timeframe (up to 180 days) and save.

👉 Works well if you have viral content or organic pin engagement.

D. Actalike Audience (Lookalike)

From Audiences, choose an existing Custom Audience.

Click Create Actalike Audience.

Pinterest will expand to new users who "act like" your source audience.

Useful for scaling campaigns once you've tested conversions.

4️⃣ Pro Tips for Success

✅ Minimum size: Make sure your source audience is at least 100–1,000 users for best results.
✅ Use different audience segments:

"All Visitors 30 Days" → Hot retargeting

"Cart Abandoners 7 Days" → Super hot audience

"All Visitors 180 Days" → Broad but colder
✅ Always test Actalike audiences once you've got some conversion data.
✅ Layer interest + keyword targeting with custom audiences for precision.

5️⃣ Example Funnel with Custom Audiences

Cold traffic campaign → Interest + keyword targeting → Sends people to your product page.

Retargeting campaign → Custom Audience = Site visitors who didn't buy → Offer discount/freebie.

Scaling campaign → Actalike audience from buyers → Brings in fresh but high-quality prospects.