Project Information
Client Overview
Mountain View Royal Park is a premium luxury villa community featuring neo-classical 3 and 4 BHK villas, located off NH75 (Bangalore–Chennai Highway) near the Narasapura Industrial Hub in Karnataka. Positioned 90 minutes from Bangalore and 30 minutes from Kolar, the project is RERA registered with villas starting at ₹5,999 per sq. ft.
Mathew Digital was engaged to build and run a complete Meta Ads performance marketing system — targeting real estate investors and serious homebuyers across Bangalore — through structured lead generation, awareness.
The Challenge
The project came with specific challenges that required a non-standard approach to Meta advertising:
- No real construction footage — the project was under construction with only 3D architectural renders available, making credible ad creative a significant hurdle
- High lead cost with no structured campaign framework — campaigns were running without clear audience segmentation or creative testing
- Two very different buyer personas — lifestyle homebuyers and investors — requiring completely different messaging and targeting
- Pre-launch pricing urgency needed to be communicated without coming across as generic real estate advertising
Strategy Implemented
We focused entirely on improving Meta Ads performance through structured testing and funnel optimization.
Campaign Strategy
- Launched Meta instant form campaigns targeting investor-focused audiences across Bangalore and surrounding regions
- Pivoted primary messaging from generic lifestyle to a concrete investment thesis — centered on NH75 connectivity and Narasapura's industrial growth corridor
- Ran a separate top-of-funnel awareness campaign to build brand recall without eating into the lead generation budget
- Structured 18+ ad sets with manual, interest-based, and retargeting audience splits — continuously reallocating budget toward best-performing ad sets
Creative Strategy
- Produced AI-generated cinematic video reels from 3D architectural renders — designed to look photorealistic, not CGI
- Applied a curiosity-hook script framework: opening with "This land is about to be worth a lot more" to stop the scroll within the first 3 seconds
- Developed static creatives emphasising pre-launch pricing urgency and villa exterior renders Systematically tested reel vs static formats per ad set — reel creatives consistently outperformed static on CPL
Results
Lead Generation — Campaign Level (Screenshot 1)
- 238 qualified leads via Meta instant forms | Reach: 37,557 | Frequency: 3.00
- Average cost per lead: ₹520.49 | Total spend on this campaign: ₹123,875.49
Ad Set Performance — Top Performers (Screenshot 3)
- 1st May 2026 | Ad Set 2 → 104 leads | Reach: 25,804 | Frequency: 2.21 | CPL: ₹551.48 | Spent: ₹57,353.92
- 22nd April 2026 | Instant Forms → 134 leads | Reach: 18,814 | Frequency: 2.96 | CPL: ₹496.43 | Spent: ₹66,521.57
- Both ad sets combined delivered 238 leads from a total spend of ₹123,875.49 — consistent lead flow across two active targeting strategies
Best Performing Ads — Highest Impressions (Screenshot 4)
- 1st May | Ad Set 2 | Reel → 98 leads | Reach: 25,168 | Frequency: 2.14 | CPL: ₹542.65 | Spent: ₹53,179.72 — top performer overall for lead volume
- 18th May | Ad 4 | Static → 65 leads | Reach: 6,810 | Frequency: 3.04 | CPL: ₹407.32 | Spent: ₹26,475.99 — top performer for cost efficiency
- 30th April | Ad 3 | Reel → 52 leads | Reach: 11,186 | Frequency: 1.97 | CPL: ₹546.63 | Spent: ₹28,424.95
- Both formats generated high intent, with the static creative delivering the lowest individual cost per lead at ₹407.32.
- 238+ qualified real estate leads generated through structured Meta campaigns. Lowest CPL of ₹407.32 achieved through static creative — 21% below campaign average.
- 37,557 total Meta reach across the main lead generation campaigns with optimized budget split across formats.
Key Takeaways
- Reel-format creatives outperformed static ads on every metric — reach, CPL, and lead volume
- AI-generated cinematic video solved the "no real footage" problem without compromising visual quality or audience trust
- Shifting audience targeting from generic homebuyers to investors produced sharper, more qualified inquiries
- Running awareness and lead gen as separate campaign objectives protected budget efficiency on both fronts
Mathew Digital transformed Mountain View Royal Park Meta Ads from a high-cost, inefficient system into a more optimized and scalable lead generation channel.
