Case study · Travel and tourism
Himalayan Musafir: 128 destination campaigns and leads from ₹19.50 on Meta
Tour operator. Meta Ads and Google Ads. Window: 13 Sep 2023 – 13 Oct 2026 (Meta lifetime view); Google Ads to 13 Oct 2026.
Himalayan Musafir’s Meta account shows 128 destination campaigns and ₹6.52L of spend; its Google account adds ₹82,204. The best instant-form campaign collected 1,672 leads at ₹19.50. Cost per lead rises sharply by destination: from ₹19.50 for domestic multi-destination forms to over ₹100 for some Dubai, Singapore and Spiti campaigns.
- 1,672leads from the best instant-form campaign₹32,605.39 spent · ₹19.50 per lead
- ₹6.52LMeta spend across 128 campaigns1,38,594 link clicks
- 47,742landing-page views from a traffic campaign₹6,982.78 spent · ₹0.15 per view
- ₹82,204Google Ads spend444 conversions recorded
- Client
- Himalayan Musafir, tour operator
- Industry
- Travel and tourism
- Channels
- Meta Ads and Google Ads
- Trips advertised
- Kerala, Rajasthan, Kashmir, Ladakh, Spiti, Uttarakhand, Sikkim, Dubai, Singapore, Sri Lanka, Nepal and more
- Meta spend in window
- ₹6,52,232.22 across 128 campaigns
- Google Ads spend
- ₹82,203.66, 4,579 clicks
- What we manage
- Campaign structure, destination-wise budgets, creative testing and weekly optimisation
What Himalayan Musafir needed.
Himalayan Musafir sells group and customised trips across more than twenty destinations, from Kerala and Rajasthan to Dubai and Singapore. Each destination has its own season, price point and buyer, so one campaign cannot serve all of them.
What the screenshots show.
Five screenshots show a large, destination-led account.
- Destination-wise campaigns. The 128 Meta campaigns are named by place and launch date (Kashmir, Kerala, Dubai, Singapore, Spiti, Ladakh and more), with fresh dated campaigns for each season and offer.
- Three kinds of result. Instant-form leads, WhatsApp conversations (Singapore, Kashmir) and website traffic (a link-click campaign and a landing-page-view campaign).
- Google runs alongside. Search campaigns by destination (Kerala, Rajasthan, Spiti, Himachal, Dubai, Singapore), a Performance Max campaign for Himachal and a Demand Gen campaign for Dubai and Singapore tours.
- Optimised events differ. Some campaigns optimise for leads, others for “qualified leads” inside Meta, a stricter event that gives fewer results at a higher price (see below).
The numbers, row by row.
Each row names its definition and the screenshot it comes from.
Himalayan Musafir results ledger
Read from the screenshots below
| Measure | Value | How it is defined | Evidence |
|---|---|---|---|
| Meta amount spent, 128 campaigns | ₹6,52,232.22 | Total spent in Meta’s lifetime window, as shown | Screenshot 1 |
| Meta link clicks | 1,38,594 | Total link clicks, all campaigns | Screenshot 1 |
| Best instant-form campaign | 1,672 leads at ₹19.50 | “Multiple Destination Leads – 23 Dec 23”; ₹32,605.39 spent | Screenshot 1 |
| Largest campaign: Kashmir ad campaign | 2,113 leads at ₹49.94 | ₹1,05,516.61 spent, the largest single campaign by spend | Screenshot 1 |
| Traffic campaign | 47,742 landing-page views at ₹0.15 | “25926 – Traffic”; ₹6,982.78 spent | Screenshot 3 |
| WhatsApp campaigns | 592 at ₹27.91 (Singapore); 522 at ₹18.05 (Kashmir) | Messaging conversations started | Screenshots 1–2 |
| Lead-form campaigns, weighted | ₹52.16 per lead | Computed: ₹4,45,726 ÷ 8,545 leads over 29 campaigns shown (hiring campaign excluded) | Screenshots 1–4 |
| Qualified-lead campaigns | ₹197.24 to ₹1,838.73 per qualified lead | 6 campaigns with 5 to 37 results each | Screenshots 2–4 |
| Google Ads cost · clicks · conversions | ₹82,203.66 · 4,579 · 443.5 | Totals row, campaigns with cost above ₹0 | Screenshot 5 |
| Google Search, Dubai | 482 clicks, 136.98 conversions at ₹61.64 | Best Search campaign by cost per conversion | Screenshot 5 |
Results come from a real client account and vary by business, offer, budget and market. They are not a guarantee of what you will get.
What did not work.
A case study that shows only the winners is an advert. These are the misses.
- Qualified-lead optimisation is expensive and thin. Six campaigns optimised for qualified leads returned between 5 and 37 results each, at ₹197.24 to ₹1,838.73 per qualified lead. The clearest example: “Sri Lanka Lead Gen” spent ₹9,193.65 for 5 qualified leads.
- High-ticket and altitude destinations cost more per lead. Dubai and Singapore instant-form campaigns sit around ₹87 to ₹119 per lead, and Spiti, Ladakh and Shimla–Manali campaigns reach ₹103 to ₹163, against ₹19.50 to ₹30 for the domestic multi-destination forms. The cheap leads are not the same buyers.
- Spiti and Himachal are the costliest on Google. Search campaigns for Spiti Valley and Himachal record ₹590.26 and ₹578.36 per conversion, against ₹61.64 for Dubai.
- Many campaigns stayed small. Of the 128 campaigns, the rows we transcribed show a long tail of smaller campaigns with modest spend and a handful of results each. Small tests are cheap to run and are how winners are found, but most do not become one.
What we would do next.
- Keep the domestic multi-destination lead forms as the volume engine and use the high-ticket campaigns for the small share of buyers who convert on price.
- Add a destination-level cost per qualified booking next to cost per lead, using the client’s lead sheet.
- Retire campaigns that sit above about ₹300 per recorded conversion on Google unless the destination’s ticket price justifies them.
5 screenshots, as captured.
Open any image full size. Under each one is a text version of the rows we used.
Read this screenshot as text
| Campaign | Amount spent | Results | Cost per result |
|---|---|---|---|
| Kashmir ad campaign | ₹1,05,516.61 | 2,113 leads | ₹49.94 |
| Rajasthan, Andaman, Kerala, Meghalaya, Spiti | ₹37,850.37 | 659 leads | ₹57.44 |
| Multiple Destination Leads – 23 Dec 23 | ₹32,605.39 | 1,672 leads | ₹19.50 |
| International Ad Campaign | ₹29,619.85 | 589 leads | ₹50.29 |
| Outbound Leads – 12 Jan 24 | ₹19,964.77 | 231 leads | ₹86.43 |
| Singapore_Himalayan_Musafir2 | ₹19,831.66 | 211 leads | ₹93.99 |
| Multiple Destination Leads – 12 March 24 | ₹16,832.99 | 576 leads | ₹29.22 |
| Sikkim Leads Campaign | ₹16,769.81 | 226 leads | ₹74.20 |
| Singapore | Whatsapp_Ads | ₹16,523.50 | 592 conversations | ₹27.91 |
| CTS AD 06 – Website Link Clicks | ₹13,739.71 | 15,725 link clicks | ₹0.87 |
| Kedarnath | ₹11,961.46 | 198 leads | ₹60.41 |
| Spiti Valley | 06-08-2026 | Instant Form | ₹11,279.23 | 110 leads | ₹102.54 |
Transcribed from the image above for readers who cannot zoom. The image is the evidence; the table is a reading aid.
Read this screenshot as text
| Campaign | Amount spent | Results | Cost per result |
|---|---|---|---|
| Kerla | 06-08-2026 | Instant Form | ₹11,151.24 | 105 leads | ₹106.20 |
| Kerala_Himalayan_Musafir2 | ₹10,700.21 | 509 leads | ₹21.02 |
| Dubai | Lead Miles – Copy | ₹10,218.81 | 114 leads | ₹89.64 |
| 26826 – Kerala – Lead – Copy | ₹10,127.30 | 151 leads | ₹67.07 |
| 26826 – Rajasthan – Leads – Copy | ₹9,539.45 | 127 leads | ₹75.11 |
| Kashmir_Whatsapp 24 | ₹9,421.19 | 522 conversations | ₹18.05 |
| Sri Lanka Lead Gen | ₹9,193.65 | 5 qualified leads | ₹1,838.73 |
| Rajasthan and Andaman lead campaign | ₹8,881.52 | 85 leads | ₹104.49 |
| Singapore | Video | Lead Miles | ₹8,597.91 | 9 qualified leads | ₹955.32 |
| 26826 – Ladakh – Leads – Copy | ₹7,966.87 | 59 leads | ₹135.03 |
| 26826 – Shimla & Manali – Leads – Copy | ₹7,844.43 | 48 leads | ₹163.43 |
Transcribed from the image above for readers who cannot zoom. The image is the evidence; the table is a reading aid.
Read this screenshot as text
| Campaign | Amount spent | Results | Cost per result |
|---|---|---|---|
| Udaipur_RJ | ₹7,298.03 | 37 qualified leads | ₹197.24 |
| 26826 – Uttarakhand – Leads – Copy | ₹7,082.02 | 21 leads | ₹337.24 |
| Dubai tour | ₹7,054.92 | 21 leads | ₹335.95 |
| 25926 – Traffic | ₹6,982.78 | 47,742 page views | ₹0.15 |
| Singapore | Lead Miles – Copy | ₹6,803.94 | 58 leads | ₹117.31 |
| Spiti valley | ₹6,751.94 | 98 leads | ₹68.90 |
| Singapore | Lead Miles | 29 Oct 2025 | ₹6,305.43 | 53 leads | ₹118.97 |
| Kashmir_Himalayan_Musafir2 | ₹6,274.11 | 181 leads | ₹34.66 |
| Nepal, Sri Lanka, Bhutan | ₹6,078.76 | 70 leads | ₹86.84 |
| Domestic Leads – 26 Jan 24 | ₹5,548.97 | 120 leads | ₹46.24 |
| 14926 – Rajasthan – Leads | ₹5,443.61 | 15 qualified leads | ₹362.91 |
Transcribed from the image above for readers who cannot zoom. The image is the evidence; the table is a reading aid.
Read this screenshot as text
| Campaign | Amount spent | Results | Cost per result |
|---|---|---|---|
| 14926 – Shimla & Manali – Leads | ₹5,412.00 | 23 qualified leads | ₹235.30 |
| 14926 – Ladakh – Leads | ₹5,278.35 | 16 qualified leads | ₹329.90 |
| Dubai Leads Campaign | Lead Miles | 1 Nov 2025 | ₹5,248.46 | 60 leads | ₹87.47 |
| Ladakh_2_Himalayan_Musafir.in_W_T | ₹5,188.15 | 17 website leads | ₹305.19 |
| Himachal Tour | 12-08-2026 | Instant Form | ₹5,125.70 | 37 leads | ₹138.53 |
| we are Hiring | ₹5,012.03 | 136 leads | ₹36.85 |
| Singapore Campaign | ₹4,789.96 | 43 leads | ₹111.39 |
| Kerala Website Leads | ₹4,521.44 | 57 website leads | ₹79.32 |
Transcribed from the image above for readers who cannot zoom. The image is the evidence; the table is a reading aid.
Read this screenshot as text
| Campaign | Type | Cost | Clicks | CTR | Avg. CPC | Conversions | Cost / conv. |
|---|---|---|---|---|---|---|---|
| 26926 – International Tour – Dubai & Singapore | Demand Gen | ₹3,348.60 | 444 | 2.55% | ₹7.54 | 25 | ₹133.94 |
| 21026 – Kerala | Search | ₹8,710.16 | 307 | 12.71% | ₹28.37 | 39.5 | ₹220.51 |
| 21026 – Rajasthan | Search | ₹6,720.64 | 263 | 10.06% | ₹25.55 | 23 | ₹292.20 |
| 21026 – Spiti Valley | Search | ₹5,312.34 | 156 | 9.44% | ₹34.05 | 9 | ₹590.26 |
| 21026 – Himachal Pardesh | Search | ₹6,361.93 | 159 | 22.39% | ₹40.01 | 11 | ₹578.36 |
| 21026 – International – Singapore | Search | ₹8,306.71 | 246 | 11.26% | ₹33.77 | 45.02 | ₹184.53 |
| 21026 – International – Dubai | Search | ₹8,444.18 | 482 | 12.73% | ₹17.52 | 136.98 | ₹61.64 |
| 27826 – Uttarakhand – India | Search | ₹4,420.09 | 197 | 13.51% | ₹22.44 | 14 | ₹315.72 |
| 27826 – Himachal – India | Search | ₹7,207.23 | 295 | 9.4% | ₹24.43 | 30 | ₹240.24 |
| 27826 – Rajasthan – India | Search | ₹13,499.27 | 586 | 9.41% | ₹23.04 | 43 | ₹313.94 |
| 14926 – Kerala – India | Search | ₹7,290.71 | 338 | 9.51% | ₹21.57 | 34 | ₹214.43 |
| 24926 – Pmax for Himachal | Performance Max | ₹2,581.81 | 1,106 | 5.22% | ₹2.33 | 33 | ₹78.24 |
Transcribed from the image above for readers who cannot zoom. The image is the evidence; the table is a reading aid.
Questions about the Himalayan Musafir results
₹6,52,232.22 on Meta across 128 campaigns (13 Sep 2023 – 13 Oct 2026) and ₹82,203.66 on Google Ads, about ₹7.3L in total.
Each destination has its own buyer, season and ticket price. Domestic multi-destination forms attract browsers and cost ₹19.50 to ₹46; Dubai, Singapore, Spiti and Ladakh attract fewer, higher-intent buyers and cost ₹69 to ₹163 per lead.
It is a stricter conversion event that the advertiser sends back to Meta, so the campaign optimises for leads the sales team approved. It gives fewer results at a higher price per result.
No. A ₹19.50 lead that never answers the phone is worse than a ₹160 lead that books. That is why we ask for lead outcomes and report cost per qualified lead next to cost per lead.
They are read from native Ads Manager and Google Ads screenshots captured on 13 October 2026, with the date range visible.
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