Pinterest Ads success story · Online home goods brand

How Ruggable grew site traffic 145% with Pinterest ads that link straight to its store.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

Ruggable sells washable rugs online and was already finding new customers on Pinterest. By sending shoppers from the ad to its website in a single tap, it made Pinterest its top source of quality web traffic, at a lower cost per click.

Business: Ruggable
Market: United States
Goal: More quality website traffic at a lower cost

Bright living room with a dark sectional sofa, two round coffee tables and a patterned area rug

The results.

Compared with Ruggable’s results before it added direct links to its Pinterest ads. Return on ad spend compares 2023 with 2024.

145%more site traffic since adding direct links
Nearly 50%lower cost per click
2Xreturn on ad spend, year over year (2023 vs 2024)

Based on the brand’s own data, United States, 2023 to 2024, as published by Pinterest.

The challenge.

Ruggable sells machine-washable rugs online, so its business depends on a steady flow of shoppers reaching its website. Online home goods is a crowded space, and the team is always testing new ways to bring in visitors who would not have arrived otherwise.

Pinterest was already working for Ruggable as a place to find new customers. The next step was to make it work further down the funnel too, with people closer to buying, so the brand could rely on Pinterest for more than one marketing goal.

What they did.

Direct links from the ad to the website · Styled photos, buying tips and influencer videos · Lower-funnel campaigns

One tap to the store: Ruggable turned on direct links in its Pinterest ads. A tap on the ad now opens the brand’s own website straight away, one click instead of the usual two.
Added where buyers are: Direct links went on the lower-funnel creative, the ads aimed at shoppers who were already leaning toward a purchase.
Tested several formats: The ads mixed beautifully styled room photos, practical tips on choosing a rug and influencer videos, so the team could see which approach worked best.
Then went full funnel: With the results in, Ruggable started running more full-funnel campaigns on Pinterest, from finding new customers to closing the sale.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Every step loses shoppers: An extra tap sounds small, but each one gives a shopper a chance to drift away. Removing it sent more interested people to the product page.
The intent was already there: People use Pinterest to plan rooms and projects. Someone tapping a rug they love is close to buying, so the shortest path to the store pays off.
Useful creative earns the click: Rug-buying tips answer the questions that stall a purchase, such as size, material and care, which makes the click that follows more valuable.
Judged on revenue too: Traffic only matters if it sells. Return on ad spend doubled year over year, which is what gave the brand confidence to invest across the whole funnel.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our pinterest ads management.

Shorten the path: We send each ad to the exact product or collection it shows, on a page that loads fast on a phone. Our ecommerce marketing work starts there.
Put your catalog to work: We connect your product feed so your items can appear as shoppable Pins with price and availability.
Track what happens after the click: Clean conversion tracking shows which Pins bring buyers, not just visitors. See how we set it up in our analytics services.
Run it in our Pinterest management: We test creative styles side by side and move budget to what sells, as part of our Pinterest ads management.