James Hardie consistently exceeded CPL goals in their top markets

Objective:

The job of a homeowner is never done, and the experts at James Hardie believe that home is a sanctuary and a canvas for self-expression without compromise. James Hardie empowers homeowners and building professionals alike to achieve their dream home with premium quality solutions that enable endless possibilities for design and aesthetics, while also delivering trusted protection and long-lasting beauty.

Knowing that more than 3 in 4 neighbors on Nextdoor own homes¹ and that Nextdoor users are 50% more likely than the average adult to plan a home renovation in the next 6 months¹, James Hardie was confident that Nextdoor was the ideal place to promote its line of products to our audience of homeowners. 

Ultimately, James Hardie’s main goal was to drive new leads. Helping to determine the effectiveness of their ads, cost per lead (CPL) was selected as the campaign’s key KPI.