Content + Video + Meta Ads
Indian Restaurant · 4 Locations · Montreal · 12-Month Engagement
See resultsHow Bombay Mahal Modernized Four Montreal Locations Into a Meta-First Content Engine
Four Montreal locations. One consistent content engine. Popnest Media built Bombay Mahal's entire digital presence from scratch — daily video content, cinematic shoots, and paid social that hit 8.4M organic reach and a 5.1x Meta Ads return in 12 months.
+412%
Instagram Community Growth
48+
Cinematic Videos Produced
5.1x
Meta Ads ROAS
The challenge: A heritage brand with no digital infrastructure
Bombay Mahal has been a Montreal institution for years — authentic Indian cuisine, four locations, and a loyal in-person following built entirely on word-of-mouth. But with almost no digital presence, no consistent social content, and zero Meta Ads history, every new diner had to find them the old-fashioned way. In a city where food discovery happens on Instagram and Facebook, Bombay Mahal was invisible to the next generation of diners.
The programme
Our approach: Content, video and Meta Ads working together
SEO Foundation
Pillar 01
Daily content pipeline, four locations
We built a content pipeline that pushed short-form video content across Facebook and Instagram daily for all four Bombay Mahal locations. Location-specific posts. Consistent visual language. No content gaps.
Video Production
Pillar 02
Cultural storytelling at scale
Monthly cinematic shoots across all four Bombay Mahal locations. Reels, dish features, behind-the-scenes content, and cultural storytelling — all scheduled, produced, and edited by Popnest Media. Every video built for organic reach first, paid creative second.
Meta Ads Synergy
Pillar 03
FB + IG, powered by content
The content didn't just feed organic — it powered the paid engine. We ran Meta Ads campaigns across Facebook and Instagram, using the same content assets to drive paid reach, conversions, and traffic to Bombay Mahal's four locations.
Delivered
What we delivered
✓
Daily short-form video content across 4 locations
✓
Monthly cinematic video shoot (onsite, all 4 locations)
✓
Instagram content calendar (posts + Reels)
✓
Facebook content calendar (posts + Stories)
✓
Creative repurposing: organic assets adapted for paid
✓
Meta Ads management (FB + IG)
✓
Integrated Instagram and Facebook strategy
✓
Weekly performance reporting (ads + social)
the Outcome
The results: From invisible to 8.4M reach in 12 months
Multi-city dominance
Location-specific SEO delivered consistent top-3 visibility across Ottawa, Saskatoon, and Montreal, with branded and non-branded queries both lifting in parallel.
One brand, four locations
Bombay Mahal's four locations went from virtually no digital presence to a fully operational content engine — daily posts, cinematic videos, and a consistent brand voice across all platforms. Despite operating four distinct locations, every post, video, and ad felt like it came from one brand.
Paid return validated
A 5.1x ROAS across 12 months meant the paid campaigns weren't just driving awareness — they were driving return. 8.4M organic reach and +412% Instagram growth introduced the brand to an audience that had never heard of them.
The engagement
How it happened, month by month
Month 1–2
Content strategy and brand voice defined. Visual templates locked. Social profiles audited and rebuilt. First shoot scheduled.
Month 3–4
Daily posting across all four locations begins. Instagram and Facebook content calendars live. First cinematic video shoots executed.
Month 5–6
Content engine at full speed. Instagram reach growing. Second round of cinematic shoots complete. Audience beginning to compound.
Month 7–9
Meta Ads campaigns launched. First ROAS data coming in strong. Organic reach hitting 1M+/month.
Month 10–12
8.4M total reach hit. ROAS stabilized at 5.1x. 48+ cinematic videos produced. Community growth at +412%.
Popnest Media built something we didn't know we needed. Our restaurants feel alive online now. Every location has content, the ads are working, and people come in saying they saw us on Instagram.
— Bombay Mahal
Questions
Frequently asked questions
What did Bombay Mahal's Meta Ads achieve in 12 months?
Bombay Mahal ran Meta Ads across Facebook and Instagram for 12 months. The campaigns delivered a 5.1x ROAS, drove measurable increases in reservation inquiries across all four locations, and consistently hit target CPAs — all powered by the same content assets used for organic.
How do you manage daily content for four restaurant locations?
Popnest Media built a location-specific content calendar that rotated coverage across all four Bombay Mahal restaurants. Monthly cinematic shoots at each location fed the organic calendar and the paid engine. We centralized the strategy and localized the execution.
Can content and paid social work together for a restaurant group?
Yes — and Bombay Mahal is the proof. The same video assets used for Instagram Reels and Facebook posts were repurposed as Meta Ads creative. This eliminated creative production overhead for paid and ensured the ads felt native, not disruptive.
How did you keep content consistent across four locations?
Each location had its own content rotation in our calendar. We assigned specific filming days per location each month, and our creative team adapted the visual style to each location's personality while keeping the brand voice consistent across all four. One brand. Four local stories.
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Want Results Like These for Your Brand?
Bombay Mahal hit 8.4M organic reach and a 5.1x Meta Ads ROAS across four Montreal locations in 12 months. Let's talk about yours.