In the world of digital marketing, Pinterest might not be the first platform that comes to mind for service-based businesses. For years, this platform has been the go-to for DIYers, food bloggers, and interior designers, but here’s what most people overlook: Pinterest is one of the most powerful tools for service-based business owners seeking high-quality, conversion-ready leads. And not just any leads—Pinterest is uniquely positioned to attract users who are actively searching for solutions, guidance, and expertise.
So, if you’re a coach, strategist, or service professional who’s serious about scaling sustainably and attracting high-calibre clients without compromising your work-life balance, keep reading. Pinterest ads could be the missing link you’ve been looking for.
Why Pinterest? The Buyer’s Mindset on This Platform Is Different
Unlike other platforms where users are simply scrolling and might come across your content by accident, Pinterest users are deliberate. They’re there with intent. They’re not mindlessly passing the time; they’re actively seeking answers to questions, ideas for their next big project, or insights on how to solve real problems. As a service-based business owner, you’re the solution they’re searching for, whether they know it yet or not.
Instead of spending hours creating content that gets lost in a sea of noise on other platforms, Pinterest gives you a chance to reach an audience that is highly engaged and ready to take action. For instance, let’s say you’re a business coach specializing in leadership training. A potential client might come across one of your pins while researching how to improve their team’s performance. This is someone actively seeking your expertise—not a passive viewer scrolling through cat videos.
Not Just for eCommerce: Pinterest Ads Work for Service-Based Businesses
It’s easy to assume Pinterest is solely a platform for product-based businesses, especially when so much of the advertising space highlights physical products. But let’s break this assumption. Service providers can thrive here—and not just thrive but outperform expectations. Pinterest ads are designed to meet users at different stages of their journey, from awareness to action. And for service-based businesses, that’s a goldmine.
Imagine being a life coach who offers transformational coaching programs. By positioning your services on Pinterest, you’re able to connect with people who are already searching for “self-growth” or “personal transformation tips.” They’re primed and open to discovering someone with your expertise.
Here’s what to focus on:
- Positioning: Focus on what you do best—serving as a trusted guide. Use Pinterest ads to position your brand in a way that resonates with people who are ready for change.
- Problem-Solving Content: Address what they’re looking for instead of what you’re offering. If they’re looking for “ways to achieve work-life balance,” an ad that directly speaks to this (not just your services) is a bridge that connects them to you.
How Pinterest Ads Fit Into a Service-Based Business Strategy
Pinterest ads are often compared to those on other platforms, but it’s not a fair comparison. Pinterest operates as a visual search engine, not a social media site, which means the approach here should be centred on long-term strategy, not just quick wins. With the right strategy, you’re building a foundation that serves your brand long after the campaign ends.
Think of it this way: You’re investing in a long-term asset, something that can yield results over time, unlike ads on other platforms that expire once the budget runs out. Imagine a real estate broker who creates a Pinterest ad campaign highlighting tips for first-time home buyers. Months after the campaign ends, those pins could still bring in leads, providing a consistent source of visibility and authority.
The Key to Pinterest Ads for Service Providers: Address the Right Problems
One of the most common mistakes I see among service providers is focusing on what they want to offer rather than what their audience wants to achieve. Pinterest users are looking for solutions, not just a sales pitch. That’s why the most effective Pinterest ads for service-based businesses focus on addressing a problem, not just promoting a service.
Let’s look at two examples:
- Example 1: A financial planner runs an ad saying, “Get financial clarity with our comprehensive planning services.”
This is direct, but it doesn’t tap into the actual need the user is experiencing. - Example 2: The same financial planner runs an ad saying, “Top 5 Ways to Build Financial Security for Your Future.”
This ad targets an audience actively looking for answers about their financial future. It starts a conversation, creates intrigue, and positions the planner as a helpful guide.
The goal is to bridge the gap between where your ideal client is now and where they want to be. Pinterest ads are perfect for this. They invite people in, making them want to learn more and, ultimately, engage with you as the authority in your niche.
Your Audience Is Highly Engaged: Here’s How to Attract Them
The truth is, that Pinterest audiences are not only highly engaged, but they’re also likely to take action when they find something valuable. But here’s the trick: to attract this level of engagement, your ads need to match the mindset of your audience. If your audience is looking for clarity, transformation, or guidance, your ads should reflect that.
Imagine you’re a business consultant focused on helping companies scale their operations. Instead of running an ad that highlights your services, focus on the results they can achieve by working with you. Perhaps an ad with the headline, “Tired of scaling headaches? Discover the secrets of sustainable growth,” would resonate more than a general ad for consulting services.
This approach not only attracts attention but positions you as someone who understands the struggle they’re facing.
Creating Ads That Position You as a Solution (Not Just Another Service)
Service-based business owners know there’s no shortage of options out there. When potential clients are searching for help, they’re inundated with a sea of advice, offers, and quick-fix solutions. This is where Pinterest ads shine—your goal is to create ads that don’t just blend into the crowd but speak to a specific desire, a pain point, or a goal.
Consider a strategist who helps businesses optimize their workflows. Instead of running an ad that says, “Hire me to streamline your workflows,” try this: “Feeling overwhelmed by endless to-do lists? Discover the workflow system that gives you more time back in your day.”
What’s the difference here? It’s the focus on what the client is experiencing—their problem, their needs, and their ideal outcome. When you position yourself as a service provider who “gets it,” the connection is instant.
The Long-Term Impact: Why Service Providers Should See Pinterest as a Major Asset
One thing that sets Pinterest apart is its evergreen nature. A well-placed ad can continue to circulate for months, providing long-term visibility and generating a steady stream of leads. This is a massive benefit for service providers who want to scale sustainably without constantly feeding the ad machine.
Let’s say you’re a wellness coach who specializes in helping busy professionals manage stress. With Pinterest, your ad doesn’t have to rely on being in a specific “window” of time. People search for stress management tips year-round, meaning your ad can continue bringing in leads long after it’s initially launched.
How to Leverage Pinterest Ads for Sustainable Growth
Pinterest ads aren’t about a quick fix or short-term wins. For coaches, strategists, and service professionals who crave stability and long-term growth, Pinterest ads offer something incredibly valuable: a platform that grows with you, allowing you to attract, engage, and convert clients over time.
Imagine the potential here. If you’re a consultant for digital transformation, a Pinterest ad campaign with content like “Step into the future of business operations” can attract clients looking for innovative solutions. As more users save or share your content, your visibility increases, establishing you as the go-to resource.
Ready to Tap into the Power of Pinterest Ads?
For service-based business owners who are ready to get serious about generating high-quality leads, Pinterest isn’t just a platform; it’s a powerful ally in your marketing arsenal. It provides a way to reach clients who are ready to engage with your content, book calls, and take that next step with you.
If this sounds like the strategy your business has been missing, don’t wait for another platform to get more competitive. Take action today and start connecting with an audience that’s not only ready to listen but ready to act.
