How Nextdoor Helped Visiting Angels Cut Cost Per Lead by 64% — and Build a Better Campaign in the Process

Senior care advertising tends to follow a predictable formula: soft stock photography and messaging vague enough to apply to anyone. Visiting Angels wanted something different — a campaign that reached families already in the middle of making care decisions, with creative that reflected what they were actually experiencing.

That audience was on Nextdoor.

The 2025 campaign delivered CTR more than 2x Nextdoor's benchmark. It also cut cost per lead 64% year over year — from $73 in 2024 to $26 in 2025 — largely by switching to Nextdoor's Lead Gen ad product. But with that baseline established, the question became how to go further.

For 2026, Nextdoor and Visiting Angels built a creative strategy around data from Nextdoor's January 2026 Caregiving Report. The findings were specific: 41% of Nextdoor neighbors provide or manage care for an adult loved one, 46% higher than the general population. These caregivers are deeply involved — coordinating appointments, staying in constant contact with healthcare providers. They're already in problem-solving mode.

One finding anchored the creative brief: 75% of neighbors said it's very important that their care provider is locally based. That's Visiting Angels' core value proposition, reflected back in the data.

The result was the "Together Series." Rather than leading with services, the campaign led with acknowledgment — recognizing the family's role first and positioning Visiting Angels as a partner stepping in alongside them. Visuals showed real caregiving dynamics: adult children supporting aging parents, spouses navigating daily routines together. The campaign also incorporated Nextdoor's dynamic image localization feature, surfacing neighborhood-specific creative at scale and reinforcing local trust at every touchpoint.

Nextdoor's caregiving audience isn't browsing casually. They're actively looking for answers. The Together Series met them at that moment.

Read the full case study.