CASE STUDY #04 · TILE RETAIL · NEW JERSEY
PINTEREST ADS · 19 MONTHS · NEW JERSEY TILE RETAIL
How a New Jersey tile wholesaler turned $19K of Pinterest spend into $284K of revenue — at a 14.77× ROAS.
A 19-month, full-funnel Pinterest build for a brick-and-mortar tile retailer in New Jersey. Zero existing Pinterest presence at the start. By month 19: nearly 4 million impressions, 6,288 add-to-carts, 964 checkouts, and a $294 average order value — all from one channel almost no tile competitor was running.
14.77×
ROAS
$284,050
Pinterest revenue
$19.95
CPA / checkout
$0.29
CPC / outbound
New Jersey tile retailer & wholesaler · Subway tile, mosaic, hexagon, large-format porcelain and slab
The brief: a regional tile store going up against national e-commerce.
This client is a New Jersey tile retailer and wholesaler — the kind of regional brick-and-mortar that has lived through every shift in the home-decor category, from Home Depot’s expansion to the Wayfair tile aisle to Floor & Decor opening down the road.
When the engagement started in October 2024, the client had a competitive product range (porcelain, mosaic, hexagon, subway, slab, stone) and a clean BigCommerce storefront — but no Pinterest presence to speak of. Their digital spend was almost entirely on Google search, where every dollar was being bid up by national players with co-op budgets the average independent simply can’t match.
The category, on paper, looked locked up. In reality, almost no one in the U.S. tile market was running Pinterest as a serious performance channel — even though tile is one of the most-pinned, most-saved home-improvement categories on the platform.
LOCATION: NEW JERSEY · PLATFORM: BIGCOMMERCE · CATEGORY: TILE RETAIL + WHOLESALE · ENGAGEMENT START: OCT 2024
THE CHALLENGE
Three problems no amount of Google budget was going to fix.
01
A category dominated by national chains
Floor & Decor, The Tile Shop, Wayfair and Home Depot were sitting on top of Google for every transactional tile search. CPCs on terms like “subway tile” and “mosaic backsplash” were being bid past what any single-store independent could justify.
02
A purchase that takes weeks, not minutes
Tile is a project purchase. Customers spend 21–30 days from inspiration to checkout — looking at rooms, gathering samples, getting contractor quotes. Standard last-click attribution was hiding most of the funnel and most of the real value.
03
No discovery channel
The store had a great product range but no upper-funnel demand creation. Customers had to already know they wanted tile to find them. Pinterest — where 85% of users plan home projects, and 96% of searches are unbranded — was completely untapped.
THE APPROACH
A four-stage Pinterest funnel — engineered around how tile actually gets bought.
STAGE 01
Awareness
Standard pins + Idea Pins targeting unbranded inspiration searches: “modern bathroom tile,” “kitchen backsplash ideas,” “floor tile pattern.” Reaching the 21-day-out planner who hasn’t picked a brand yet.
STAGE 02
Consideration
Catalog-driven Carousel and Collection pins showing actual SKUs in styled room scenes. Saves and outbound clicks tracked as upstream KPIs — they directly predict 21–30-day conversion.
STAGE 03
Conversion
Pinterest Performance+ Catalog Sales with Direct Links enabled, structured by category (porcelain / mosaic / subway / hexagon / slab) with bid optimization on checkout events via Pinterest Conversions API.
STAGE 04
Retention
Retargeting tiers (7-day / 30-day / 90-day site visitors), cart abandoners, and a customer-list lookalike off purchaser emails. Most tile checkouts land 14–30 days after first impression.
PINTEREST TAG + CONVERSIONS API · BIGCOMMERCE EVENTS · 30-DAY CLICK / 1-DAY VIEW WINDOW · DEDUPED VIA EVENT_ID
Server-side conversions matter even more when the customer journey is 21+ days long. The Conversions API closes the gap that iOS 14.5 and cookie deprecation opened — without it, a significant portion of these 964 checkouts would have been invisible to the ad platform.
THE RESULTS · 19 MONTHS · OCT 2024 – APR 2026
FULL-FUNNEL PERFORMANCE WATERFALL
$19,234 in. $284,050 out. 14.77× back.
$284,050
Pinterest-attributed revenue
over 19 months
14.77×
Total ROAS (Checkout)
on $19,234.88 spend
964
Checkouts
tracked via Pinterest Tag + CAPI
$294.66
Average order value
high-AOV category
6,288
Add-to-carts
at a 9.49% click-to-cart rate
$19.95
CPA per checkout
against a $294 AOV
$0.29
CPC outbound
well below category benchmark ($0.50–$0.80)
3.97M
Impressions
reach across U.S. home-decor planners
Impressions
Outbound clicks
1.78% CTR
Saves
project-intent signal
Add-to-carts
9.49% of clicks
Checkouts
15.3% of carts
Note: add-to-cart count exceeds saves because returning sessions and retargeted visitors add multiple SKUs per checkout — tile is rarely a single-SKU purchase.
“At a typical tile-retail gross margin, $284K of revenue translates to roughly $108K–$137K of gross profit after cost of goods. After the $19K in ad spend, that’s a profit-on-ad-spend (POAS) of 5×–7×.”
Margin assumption: 45–55% gross, in line with tile retail benchmarks. Actual POAS depends on the client’s confidential margin structure.
Why these numbers actually matter — and what most ad reports won’t tell you.
01
A $0.29 CPC on a 14.77× ROAS is a structural advantage, not a fluke. Pinterest CPCs in home-decor categories typically run $0.50–$0.80 according to industry benchmarks. This client’s $0.29 CPC reflects creative quality + audience precision compounding over 19 months — exactly what doesn’t happen on a 30-day Meta sprint.
02
A 15.3% cart-to-checkout rate is high in the right way. The Baymard Institute pegs average e-commerce cart abandonment at ~70%, meaning most stores convert 25–30% of carts. 15% feels low until you remember tile is an evaluative purchase — many of those carts are sample collections and “save for the contractor” lists. The metric that matters is checkout count against ad spend, not cart conversion in isolation.
03
3,211 saves is the leading indicator nobody tracks. Every save is a customer who’s project-intent — building a board for a renovation. That’s a lookalike seed audience and a 30-day-out demand signal in one. We’ve watched campaigns at the 2,000+ saves mark see ROAS lift in the following 60 days as those saves convert.
04
14.77× ROAS over 19 months is not a “lucky month.” Anyone can hit 20× on a single launch promo. Sustaining 14.77× across 574 days, three holiday seasons, and the October 2025 tariff hit on tile imports — that’s a system, not a campaign.
WHAT THIS MEANS FOR YOUR STORE
If you sell tile, lighting, rugs, furniture or home accents — this is the channel almost none of your competitors are running properly.
This build wasn’t a one-off. The same four-stage funnel — Awareness → Consideration → Conversion → Retention, anchored on Pinterest Performance+ Catalog Sales with Direct Links and CAPI-hardened tracking — is the same architecture we run for furniture showrooms, lighting retailers, rug galleries and pillow brands.
What changes is the creative, the category-specific keyword clusters, and the offline-conversion setup if you have a physical showroom. What doesn’t change is the structure. And almost no independent home-decor store in the U.S. is running this stack.
If you’re spending $1,000–$5,000 a month on ads and not seeing tile-style ROAS, the most likely reason isn’t your store — it’s that Pinterest hasn’t been built into your funnel the way Google and Meta have.
30-min audit. Zero pressure. We’ll show you exactly what a Pinterest-led plan would look like for your store.
343+ projects delivered · ROAS up to 39.9× · 6 years home-decor focused · Pinterest-led since day one
COMMON QUESTIONS
Does this work for my store?
Does this only work for tile?
No. Tile is a high-AOV, project-driven category, but the same four-stage Pinterest funnel works for furniture, lighting, rugs, pillows, wall decor, faucets, and almost every home-decor sub-vertical. Creative changes; structure doesn’t. The $0.29 CPC and 14.77× ROAS reflect 19 months of compounding optimization — the same compounding applies in every category we run.
What if I have a physical showroom and not just a website?
Better. We layer offline-conversion imports, geo-targeted Pinterest pins, Google store-visit goals, and Local SEO on top of the same funnel. This New Jersey client is a brick-and-mortar — every result on this page reflects in-store and online combined where attributable. Foot traffic lift and online revenue grow together.
How long until I see results like this?
The 19-month window above is what sustained ROAS looks like. Most accounts hit a clean ROAS signal inside 30–60 days of the funnel going live. Our 30-day pilot exists exactly so you can see early results before committing to a full retainer.
What’s a realistic ad budget to start at?
$1,500/month is the floor for the 30-day pilot. $3,000/month is the recommended ongoing budget for Pinterest-only. This New Jersey tile client averaged just over $1,000/month over the full 19-month window — proof that it doesn’t take a national-chain budget to make this channel work.
Written by Md Sharifuzzaman
FOUNDER, DECORADSPRO · 7 YEARS HOME-DECOR PAID MEDIA · PINTEREST BUSINESS PARTNER · UPDATED MAY 2026
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