ADT activated nationally across standard Newsfeed Sponsored Posts and Spotlight Ads to surround neighbors in-feed with relevant offers and reminders as they engaged with local content. The audience strategy prioritized life‑stage and category intent—specifically New Movers, Parents, and Home Services interests—aligning with known home‑security consideration windows on Nextdoor.
Creative featured ADT’s most compelling offers and benefit‑forward messaging across both units and formats, including Safe‑ish “TN 60% Off – Guard Dog” and multiple “2 Camera Offer” variants, ensuring the right balance of prospecting (Home Security and Strategic Audiences) and retargeting to convert known interest into site traffic.
This approach leveraged Nextdoor’s unique neighborhood context and high homeowner density to reach likely buyers at moments of decision, particularly among parents and recent movers who are primed to seek local services such as home security.
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The campaign delivered nearly 14M impressions and 50K clicks, with a CTR +20% higher than Nextdoor’s benchmark.
Top-performing audience segments
Spotlight Retargeting — 0.48% CTR (+60% vs. 0.30%).
Spotlight Home Security — 0.36% CTR (+20% vs. 0.30%).
Spotlight Strategic Audiences — 0.34% CTR (+13% vs. 0.30%).
Newsfeed Retargeting — 0.34% CTR (+13% vs. 0.30%).
Top creative
The top creative execution — Safe‑ish “TN 60% Off – Guard Dog” in Spotlight Retargeting — produced a 0.50% CTR (+67% vs. the 0.30% benchmark).
