Mumbai real estate advertising is highly competitive, with rising acquisition costs and fragmented audience attention across digital platforms. MPCHFL needed a campaign capable of generating long-term lead volume while maintaining cost efficiency across multiple audience segments and funnel stages.
The challenge was not simply generating clicks, but identifying which creative messaging, targeting structures, and formats could consistently convert buyer intent over time.
To scale awareness and buyer inquiries for Galaxy Heights Tower 1, MPCHFL launched the “Suna Kya” Meta campaign. A full-funnel lead generation initiative built across Facebook and Instagram.
The campaign combined creative experimentation, audience segmentation, and continuous optimisation over a 12-month period to sustain visibility and generate qualified residential leads at scale.
Ten creatives were tested across scarcity messaging, lifestyle positioning, sea views, connectivity, incentives, and interior-focused communication to identify the strongest-performing angles.
Campaigns were segmented across demographics and behavioural audiences. Walk-In Lookalike Audiences consistently outperformed broad interest targeting on CPL efficiency.
Video creatives-built awareness and engagement in the upper funnel, while static creatives focused on direct lead conversion and retargeting.
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