Nextdoor Buying for Brands With Real Locations

Nextdoor is a radius channel. If you have no physical point of sale, no service van and no local pickup, we decline the work, and we decline it often enough that it is worth putting at the top of this page rather than discovering it on call three. The unit that matters is not the click. It is a recommendation left by a verified neighbour on your business page, because that recommendation keeps surfacing in the feed long after the campaign stops, and no amount of paid reach substitutes for it. Where we will and will not run: United States, United Kingdom and Canada. Elsewhere the neighbourhood density is usually too thin for the targeting to mean anything, and a thin radius produces a cost per action that looks like a platform failure when it is really a map failure. Inside those markets we set a floor: a target radius has to contain enough verified households to give a fortnight of readable data, and where a location does not clear it, that location gets left out of the plan rather than quietly subsidised by the ones that work. Build: Nextdoor Ads Manager, radius and neighbourhood targeting drawn per location rather than per market, a properly finished business page before a cent of media runs, and Neighborhood Faves treated as an objective rather than a badge. Sponsored posts run with comments enabled and a named local person answering them, usually your store manager, because a corporate marketing reply to a neighbourhood question is visible as such immediately and the thread turns. Creative: Written per location and naming the street, the landmark, the parking situation. This is the opposite of every other channel we run, where consistency is the point. On Nextdoor, copy that could equally appear in another town is copy that gets scrolled past. For multi-location clients this means we produce many small pieces of writing rather than one campaign, and we say plainly that this is what you are paying for. Measurement: Foot traffic does not pixel, so we agree the proxy before launch. Location-specific offer codes redeemed at point of sale, a distinct call tracking number per zone, postcode splits on local pickup and delivery orders, and where store systems allow it, a matched-market comparison against locations held out of the buy. We would rather report a defensible lift on three stores than an unfalsifiable number on thirty. What we refuse: National blanket buys treated as cheap reach. Incentivised recommendations or reviews, which breach Nextdoor's policies and are trivially spotted by the neighbours who live there. Campaigns for brands in the middle of a local dispute, which on this platform is a real category and cannot be advertised past. And political or issue advertising in any form. Not included: Google Business Profile work, review platform management, local press, print, and the design of in-store collateral. Staffing of the comment threads, which sits with your store team; we write the response guidelines and train them once, and then it is theirs. Who this is not for: National ecommerce with no physical footprint, which is most of the brands who ask us about this channel. Franchise groups where head office will not let a location publish its own copy, since the localisation is the entire mechanism. And anyone who wants Nextdoor as a bolt-on line item on a paid social plan: it is a slower channel, it works on neighbourhood timescales, and it should be bought by somebody who cares about a specific set of streets.