The ultimate Pinterest Ads funnel strategy, particularly those claiming a high Return on Ad Spend (ROAS) like 26X, typically focuses on a full-funnel approach that capitalizes on how users plan and search on the platform.While the exact tactics for a 26X ROAS can be complex and proprietary to the strategists who achieved it, the core structure is built around three main funnel stages:1. Top of Funnel (TOFU): Awareness & DiscoveryThe goal here is to introduce your brand or solution to a cold, broad audience that is actively seeking inspiration and ideas.Funnel ObjectiveCampaign Goal (Pinterest)Audience TargetingAd Creative FocusKey MetricsAwareness (Problem/Solution Discovery)Consideration (Traffic) or Video Views (often optimizing for cheaper clicks/views)Cold, broad audiences: Keywords (broad searches like "pantry organization"), Interests, and Expanded Targeting (reaching similar browsers).Inspirational or Educational content. Pins that focus on a problem or a solution idea, not a hard sell. Use of Idea Pins or Video Pins for storytelling.Impressions, Clicks, Outbound Click-Through Rate (oCTR), Cost Per Click (CPC).2. Middle of Funnel (MOFU): Consideration & IntentThe goal is to move the engaged audience from the TOFU campaigns closer to a purchase by offering more specific solutions and building trust.Funnel ObjectiveCampaign Goal (Pinterest)Audience TargetingAd Creative FocusKey MetricsConsideration (Specific Products/Leads)Conversions (Optimized for Add-to-Cart or Lead Generation)Warm audiences: Engagers (who clicked or saved a TOFU Pin), Website Visitors (who haven't purchased), Actalike Audiences (Lookalikes based on engagers or site visitors).Product-focused but still informative. Showcasing product benefits, reviews, testimonials, or specific solutions ("The Best Way to Store Cereal"). Use of Carousel Ads or Collection Ads.Cost Per Add-to-Cart, Lead Form Submissions, Cost Per Landing Page View.3. Bottom of Funnel (BOFU): Conversion & PurchaseThis is where you push for the final sale, targeting people with the highest purchase intent.Funnel ObjectiveCampaign Goal (Pinterest)Audience TargetingAd Creative FocusKey MetricsConversion (Direct Sale)Conversions (Optimized for Checkout/Purchase) or Catalogue Sales (for high-value transactions)Hot audiences: Past Website Visitors (who viewed a product or added to cart but didn't buy), Past Purchasers (for repeat sales), Customer Lists (for exclusion or upselling).Direct call-to-action (CTA) and strong incentives (e.g., "Shop Now," "Limited Time Offer," "Free Shipping"). Use of Shopping Ads from your catalogue. Ensure a seamless landing page experience.Return on Ad Spend (ROAS), Cost Per Acquisition (CPA), Conversion Rate.Key Takeaways for High ROAS:Full-Funnel Budget Allocation: A high ROAS strategy typically invests the majority of the budget in the top and middle of the funnel (e.g., a common split might be 80% TOFU/MOFU, 20% BOFU). This ensures a continuous flow of new, qualified audiences being fed into the lower, high-converting stages.Conversion Tracking is Crucial: For a high ROAS, you must have the Pinterest Tag and/or Conversions API properly set up to pass back purchase value data. This allows Pinterest's machine learning to optimize bids for high-value transactions, which is essential for reaching 26X ROAS.Creative Alignment: The ad creative must change as the user moves down the funnel. Don't show a product ad (BOFU) to a cold audience (TOFU) right away. Start with inspiration, build consideration, and then move to the hard sell.Bidding Strategy: For conversion campaigns, testing ROAS bidding (if passing back value data) or oCPM (Optimized Cost Per Mille) can be key to maximizing the return on your ad spend.