Check out Hartshorne excersise III.5.7. Among other things, it proves the following:
Suppose $X$ and $Y$ are proper. If $\mathcal{L}$ is ample on $X$ and $i: Y \to X$ is a closed immersion then $i^*\mathcal{L}$ is ample on $Y$. Furthermore, if $f:X \to Y$ is a proper finite surjective morphism and $\mathcal{L}$ is any line bundle on $Y$, then $\mathcal{L}$ is ample if and only if $f^*\mathcal{L}$ is ample. More generally, putting these two facts together, we get that if $f$ is just finite and $\mathcal{L}$ is ample, then $f^*\mathcal{L}$ is ample.
The proofs of these use the cohomological criterion for ampleness (see proposition III.5.3 in Hartshorne) which says that $\mathcal{L}$ is ample on $X$ (where $X$ is proper) if and only if for every coherent sheaf $\mathcal{F}$ there exists an $n_0$ such that
$$
H^i(X,\mathcal{F} \otimes \mathcal{L}^{\otimes n}) = 0 \enspace \enspace \enspace \forall \enspace i > 0,\enspace n > n_0
$$
Putting this together with the fact that the pushforward along affine morphisms preserves cohomology, proper morphisms preserve coherence, and finite morphisms satisfy the projection formula, we get the proof.
You definitely need strong conditions like this to make sure the pullback is ample. My guess is there are counterexamples if we weaken any of the conditions though I can't think of some immediately. I'll add some if I do.