Hillarys aimed to leverage Nextdoor’s trusted community environment to drive qualified leads during their Winter Sale campaign. They sought to maximise conversions while maintaining an efficient cost per lead (CPL) and reach homeowners exactly when they are most likely to seek information for home improvements.
Hillarys utilised Nextdoor’s unique neighbourhood-level precision to connect with high-intent users. By appearing in the Newsfeed alongside local conversations, the brand established a sense of community trust. The campaign strategy integrated a mix of Video ads and Carousel ads to display the product range and reach neighbours directly in their feed. These ads highlighted specific sale features and CTAs to drive users to engage with their site. Hillarys also activated Nextdoor’s Click Optimisation tool to automatically prioritise neighbours most likely to engage. Results from previous campaigns drove the winter campaign to focus on utilising a small set of CPC newsfeed creatives and pull back from CPM and high-CPA upweight lines to improve CPL.
The Winter Sale campaign delivered both greater reach and high-efficiency conversions for Hillarys by integrating Nextdoor’s Click Optimisation. The strongest week had a 34% reduced CPA against the target, and the CPA remained consistently below goal alongside growing volume. The total performance for the campaign from January 2026 to March 2026 included a total of 93k clicks with a 0.54% CTR, validating the ability of Click Optimisation to identify and convert high-intent users within the neighbourhood context. This highlights the reach the Winter Sale campaign had using Nextdoor’s features.
