Case study
Performance Marketing
How strategic digital advertising drove 128M+ impressions and built a powerful brand presence for one of India’s premier hospitality groups.
Client
Larisa Hotels & Resorts
Platform
Meta (Facebook & Instagram)
128.5M+
Impressions
8,62,756
Clicks (All)
57.9M+
Accounts Reached
₹10.1 Lakh
Total Spend
Client
Larisa Hotels & Resorts
Services
Industry
Hospitality
Website
01
Objectives
Larisa Hotels & Resorts, a premium Indian hospitality brand with properties across Shimla, Manali, Mussoorie, Goa, Bhimtal, and Tehri, partnered with us to establish a commanding digital presence through Meta’s advertising ecosystem. The campaign objectives were structured around three strategic pillars:
01
Brand Awareness & Reach
Expand visibility across target demographics, positioning Larisa as a top-of-mind choice for luxury mountain and coastal getaways in India.
02
Audience Engagement & Consideration
Drive meaningful interactions — link clicks, video views, post reactions, and messaging conversations — to nurture intent among prospective guests.
03
Lead Generation & Direct Bookings
Convert interest into action through initiated checkouts, calls, leads, and direct website bookings, building a measurable revenue pipeline.
02
Audience Insights
Our audience analysis revealed a predominantly male demographic (73.9% of spend) with the highest concentration in the 25–34 age group, reflecting the profile of young professionals and couples seeking premium travel experiences. The 18–24 segment also showed strong engagement, indicating growing aspirational interest in luxury hospitality among younger travellers.
03
Creative Content
“Surrounded by tall pines and calm mountain air — this is where your story begins.”
Awareness Campaigns
Hills & Mountains awareness series.
Property Showcases
New Hotel Launch & Property highlights.
Direct Booking
Promo based campaigns to drive direct bookings online.
Seasonal Campaigns
Targeted holiday promotions.
Event & Seasonal
New Year campaigns, Goa brunch events, wedding venue promotions
Lead Generation
Meta Form Leads targeting travel agents and group tours.
Section 04
Platform Strategy &
Data-Driven Decisions
Client
Larisa Hotels & Resorts
Platform
Meta (Facebook & Instagram)
Duration
January – December 2025
₹5.75L
57%
Primary platform for visual storytelling. Leveraged Reels, Stories, and feed posts to showcase resort aesthetics. Highest spend allocation reflecting the platform’s strength in aspirational travel content.
₹2.90L
29%
Broad reach for awareness and lead generation. Utilised diverse ad formats including carousel ads, video ads, and lead forms to capture interest across a wider demographic range.
Audience Network
₹1.43L
14%
Extended reach beyond Meta’s owned platforms. Generated high click volume (383K+ clicks) at efficient rates, complementing the core Instagram and Facebook strategy.
Key Data-Driven Decisions
Audience-Centric Targeting
Concentrated 63% of budget on the 18–34 age group based on engagement and conversion data, while maintaining presence across older demographics.
Full-Funnel Campaign Architecture
Structured campaigns across awareness (Hills & Mountains), consideration (post boosts), and conversion (direct booking) stages for comprehensive coverage.
Property-Specific Optimisation
Allocated budgets dynamically across Shimla, Manali, Mussoorie, Goa, Bhimtal, and Tehri properties based on seasonal demand and performance signals.
Multi-Format Creative Testing
Deployed video, carousel, and static formats across campaigns, allowing Meta’s algorithm to optimise delivery towards the highest-performing creative combinations.
Section 05
05
Challenges & Solutions
Challenge
Seasonal Demand Fluctuations
Solution
Implemented dynamic budget allocation that shifted spend towards properties with peak seasonal demand — mountains during summer and winter holidays, Goa during the festive season — ensuring optimal ROI throughout the year.
Challenge
Multi-Property Campaign Complexity
Solution
Developed a structured naming convention and campaign hierarchy (Awareness → Leads → Direct Booking) that enabled clear performance tracking across 6+ properties while maintaining creative consistency.
Challenge
Conversion Tracking Optimisation
Solution
Identified the need for deeper Conversions API integration with CRM systems to improve lead quality scoring. Implemented pixel-based tracking for key funnel events — from content views to initiated checkouts and purchases.
Challenge
Balancing Awareness vs. Performance
Solution
Maintained a strategic split between brand awareness campaigns (generating 67M+ impressions from the Hills & Mountains series alone) and performance-focused direct booking campaigns, ensuring long-term brand equity alongside short-term conversions.
Section 06
06
Results & Impact
6,67,117
Link Clicks
3,33,577
Landing Page Views
30,642
Initiated Checkouts
48,63,799
Video Views
Conversion Funnel Performance
Engagement & Lead Metrics
Impressions
12,84,66,583
Link Clicks
6,67,117
Landing Page Views
3,33,577
Content Views
2,087
Add to Cart
7,967
Initiated Checkouts
30,642
Add Payment Info
198
Purchases
48
Cost Efficiency Metrics
Cost per Click (All)
₹1.17
Cost per Link Click
₹1.51
CPM (Cost per 1,000 Impressions)
₹7.85
CTR (Click-Through Rate)
0.67%
Average Frequency
2.22
Post Engagement
56,26,772
Post Reactions
90,134
Post Saves
1,899
Comments
352
Shares
3,471
Video Views (ThruPlay)
4,71,343
Total Leads
402
Call Confirmations
1,320
Messaging Conversations
437
Add to Wishlist
1,592
The campaigns successfully generated a robust pipeline of 30,642 initiated checkouts and 7,967 add-to-carts, demonstrating strong commercial intent from the audience reached through Meta’s platforms.
Section 08
Key Takeaways
128M+
Massive Reach Achieved
The campaigns reached over 57.9 million Accounts Center accounts with an average frequency of 2.22, establishing strong brand recall across target demographics.
30,642
Strong Purchase Intent
The high volume of initiated checkouts demonstrates that the advertising strategy successfully moved audiences from awareness through to commercial action.
₹1.17
Efficient Cost per Click
Maintaining a low CPC across 862K+ total clicks indicates well-optimised targeting and creative relevance, delivering strong value for the advertising investment.
1,320
Direct Call Conversions
Call confirmations represent high-intent leads that are closest to booking, demonstrating the effectiveness of call-to-action elements in the campaign creative.
Larisa Hotels & Resorts
Meta Ads Performance Case Study — January to December 2025
Data sourced from Meta Ads Manager. All metrics reflect account-level performance for the specified period.
Audience size metrics reported as Accounts Center accounts per Meta’s guidelines.
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