Meta Ads Proposal / April 2026

Taking
NEIU
Everywhere
It Belongs.

A focused Meta Ads strategy to grow NEIU's inquiry pipeline steadily, with the right audiences, the right regions, and creatives built for the trail-curious traveler across India. Prepared by ThakurSaab.com.

Confidential. Prepared for NEIU by Prajwal Thakur.
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01

The Opportunity

NEIU has something rare: genuine on-ground access to Northeast India's most uncharted itineraries and real traveler trust. Meta Ads is the channel to turn that into a consistent stream of qualified inquiries.

Primary Focus
South and West India
High discretionary spend. Growing offbeat appetite. Bengaluru, Hyderabad, Chennai, Mumbai and Pune lead. First spend goes here.
Secondary Expansion
North and East India
North brings frequency and adventure intent. East brings proximity and cultural affinity. Both activate from Month 2 as pilot data matures.
Platform
Meta (FB + Instagram)
Full-funnel lead generation via Instant Forms. Awareness on Reels. Consideration via Carousels. Conversion via retargeting and lookalike audiences.
The appetite for offbeat, nature-first travel is rising steadily across Indian metros. NEIU is well-positioned, with tour experiences most travel companies cannot replicate. The opportunity is to build awareness before others do.
South and West Indian travelers are among India's highest spenders on experiential travel. They have done the predictable circuits and are actively looking for something more genuine. NEIU needs to be the first brand they find.
Top of Funnel
Awareness. Stop the Scroll.
Broad Meta campaigns with Reels and short-form video. Reach new audiences in South and West India who do not yet know NEIU exists. Build the pixel pool.
Meta Reels
Mid Funnel
Consideration. Build the Desire.
Interest and behavioral targeting. Carousel itineraries. Retarget video viewers at 75% threshold. Drive qualified traffic to neiu.in and warm the retargeting pool.
Carousel + Click
Bottom of Funnel
Conversion. Close the Inquiry.
Lead generation via Instant Forms. Testimonial statics. Retargeting warm pool and lookalike audiences. Form fields qualify leads before handoff to the NEIU team.
Lead Gen
02

Who We're Targeting

Three audience tiers, geo-prioritized. South and West India get first spend. North and East expand after the pilot returns learnings.

1
Adventure and Offbeat Travel Enthusiasts Top Priority
Ages 28 to 50 in Bengaluru, Hyderabad, Chennai, Mumbai, Pune. Interests: Trekking, Wildlife Safaris, National Parks, Responsible Tourism. Layered with Frequent Flyer and Luxury Travel behaviours.
2
Premium Travel Planners (HNI) Top Priority
Top 25% household income. Job titles: Senior Managers, Entrepreneurs, CXOs. Interests: Experiential Travel, Heritage, Cultural Tourism. Primary geo: Bengaluru, Mumbai, Hyderabad, Ahmedabad.
3
Wildlife and Nature Photography Buffs Top Priority
Interests: Wildlife Photography, Bird Watching, National Geographic, WWF India. Behaviours: Travel app users, online bookers. Device: iOS and premium Android. Language: English preferred.
4
Cultural and Tribal Tourism Seekers North + East
Interests: Tribal Culture, Northeast India, India Tourism, Anthropology. Engaged with travel vlogs, ethnic food content, festival documentation. Active on Instagram Reels and YouTube Shorts.
5
Tea, Golf and Niche Experience Travelers Top Priority
Interests: Tea Plantation Tours, Golf Travel, Gourmet Food, Monastery Visits. Age 35 to 60. DINK couples, senior corporate professionals seeking curated escapes. South and West priority.
6
Lookalike Audiences (LAL)
1 to 3% LAL seeded from website visitors, past inquiry leads and engaged followers. Geo-restricted to South and West India first. North and East expansion from Month 2 after seed pool builds.
7
Regional Broad (Creative-Qualified)
No interest stacking. State-level geo. Age 26 to 55. Let the creative do the qualifying. Ideal for Reels and UGC. South and West first, North and East from Month 2.
03

Four Regions.
Four Stories.

South and West India lead. North and East expand as the campaign matures. Each region gets its own tone, hook and itinerary pairing.

Cities
Bengaluru, Hyderabad, Chennai, Kochi
"You have done Goa. You have done Coorg. Have you done this?"
Aspirational and curious. High discretionary spend, growing offbeat appetite. Speak to the traveler who has outgrown the predictable.
Creative Hook
Sunrise at Kaziranga. 3hrs from Bengaluru.
Top Itinerary
Wildlife Tour (13N/14D)
Copy Test
Kannada and Telugu headlines (Month 2)
Best Format
Wildlife Reels, Tribal carousels
Cities
Mumbai, Pune, Ahmedabad, Surat
"Mumbai moves fast. Northeast stands still. That is the point."
Contrast and escape. Premium detox positioning. Corporate group travel works well here alongside leisure.
Creative Hook
No signal. No deadlines. Just Meghalaya.
Top Itinerary
Tea Tour (5N/6D)
Copy Test
English primary, Hindi Month 2
Best Angle
Luxury escape, corporate off-site
Cities
Delhi NCR, Chandigarh, Jaipur, Lucknow
"You have done Leh. You have done Kashmir. What is next?"
Adventurer-to-adventurer. Position NE as the final frontier. Altitude, terrain, raw beauty. No fluff.
Creative Hook
Arunachal makes Leh look crowded.
Top Itinerary
Nature and Wildlife (9N/10D)
Copy Test
Hindi headlines (Month 2)
Cities
Kolkata, Bhubaneswar, Patna, Ranchi
"Northeast has always called to you. Now answer it properly."
Nostalgic and cultural. Deep geographic and cultural proximity to NE. Speak to roots, shared history and tribal heritage.
Creative Hook
The NE your grandparents knew. Reimagined.
Top Itinerary
Tribal Tours (14N/15D)
Copy Test
Bengali headlines (Month 2)
04

Creatives That
Earn the Click

Every creative has one job. TOF stops the scroll. MOF builds desire. BOF closes the inquiry.

01
Reel
The Last Wild Mornings
15s reel. Kaziranga dawn. One-horned rhino in fog. No voiceover. Just ambient sound and a single super: "This is still here." Ends on NEIU logo and CTA swipe.
02
UGC Reel
Traveler POV Drop
Vertical handheld footage from a real NEIU guest. "I booked a trip to Nagaland on a WhatsApp message. Here is what happened." Authentic, lo-fi, high trust. Works especially well in South India.
03
Text Reel
The Comparison Hook
"Goa: 3,000 tourists this weekend. Dzukou Valley: 12." Simple text overlay on B-roll of empty trails. Speaks directly to travel fatigue in South and West India metro audiences.
04
Seasonal
Hornbill Season Countdown
Pre-event urgency reel. "Nagaland's Hornbill Festival starts in 3 weeks." Drives direct inquiry for a specific event window with high CTR potential.
05
Myth-Bust
Northeast Is Not That Far
2-second flight time from Bengaluru or Mumbai. Debunk the "too remote" objection with a map animation and real travel time overlay. Removes friction before it becomes a reason to not inquire.
06
Visual
Nohkalikai Drop
Slow-motion waterfall footage from Meghalaya. No text for first 4 seconds. Then: "Some places do not need a caption." Pure brand-building TOF for West India's escapist mindset.
07
Carousel
Day-by-Day Itinerary Swipe
5 to 7 slide carousel. Slide 1: destination visual hook. Slides 2 to 6: one destination per day with short caption. Slide 7: CTA with pricing anchor ("Trips from Rs 45,000 per person").
08
Static Graphic
The NEIU Difference
Side-by-side infographic. "Generic NE package" vs "NEIU experience." Highlights tribal access, expert guides, custom itineraries. Trust-builder deployed right after TOF exposure.
09
Video Series
Meet Your Guide
30s clips introducing NEIU's local guides by name. "Meren has been leading Nagaland treks for 11 years. He will be yours." A human face on the product builds enormous inquiry intent.
10
Testimonial
Real Traveler. Real Words.
Quote card with a real guest photo and review. "NEIU planned every detail. All we did was show up and be amazed." Short CTA: "Plan your trip. Inquire now." Lead form linked.
11
Lead Magnet
Northeast Travel Guide PDF
"Download: The Honest Guide to Northeast India Travel." Free PDF in exchange for inquiry. Pre-qualifies leads by interest. Guide requesters are significantly warmer than average CTR clicks.
12
Seasonal Nudge
Slots Are Moving
"October departures. Limited slots." Simple, clean static. No discounting, no false urgency. Peak season scarcity for NE India tours is real. Framing it as rare keeps the brand premium.
Language Testing (Month 2): Kannada and Telugu headlines for South India. Bengali for East. Hindi for North. Body copy stays English. Regional language in the headline consistently lifts CTR in mid-intent audiences.
What Client Provides: Good quality tour photos and destination imagery. Guest quotes and testimonials with permission. Basic brand assets (logo, palette). ThakurSaab handles all creative briefing, scripting, copy, hooks, CTAs and testing strategy.
05

Where NEIU Sits in
the Travel Market

The closest competitors in the NE India and adventure travel space. Understanding the landscape helps position NEIU's ads sharper and own the right message.

Indiahikes
Trek Focus
India's largest trekking platform. Strong brand, massive community, high organic traffic. Operates primarily in the Himalayas. Very limited NE India presence.
NEIU edge: Richer cultural and wildlife immersion. NE India is home turf, not an extension.
Thrillophilia
Marketplace
Aggregator marketplace for adventure and offbeat experiences. NE India packages listed but not owned. Generic tours, price-driven discovery. No on-ground depth.
NEIU edge: Custom itineraries, local guides, real on-ground presence. Not a listing, a relationship.
Northeast Voyagers
NE Specialist
Dedicated NE India operator. Mid-size, decent digital presence. Focuses on standard state tours. Limited niche differentiation. Similar geographic footprint to NEIU.
NEIU edge: Tribal tours, Bodoland access, tea and golf experiences. Depth over breadth.
Kipepeo Experiences
Wildlife Focus
Premium wildlife and nature tour operator. Photography niche appeal. National parks focus. High-end price points with polished branding.
NEIU edge: Broader itinerary range. Tribal and cultural layers that pure wildlife operators lack.
Wanderlust Experiences
Pan-India
Boutique operator covering multiple offbeat India regions. Strong Instagram presence. NE India is one of many destinations, not a category specialty.
NEIU edge: Category depth. When a traveler wants NE India, NEIU should be the first name.
NEIU
Our Client
Authentic on-ground NE India specialist. Real tribal access, wildlife depth, tea and golf experiences. Trusted by international travelers. The brand to amplify.
The gap is not product. It is awareness. Meta Ads is how NEIU becomes the one doing the discovering.
06

Media Plan

All input fields are editable. Update any number and the dependent metrics recalculate instantly.

Edit These Fields
Media Spend (Rs)
Audience Pool
Reach (%)
Frequency
CTR (%)
Lead Form CVR (%)
Lead Qualification Rate (%)
Calculated Outputs
Reach223,500
Impressions447,000
Clicks8,940
CPCRs 12.50
CPMRs 250
Total Leads357
CPLRs 313
Qualified Leads54
Cost per Qualified LeadRs 2,070
All figures are indicative planning benchmarks. Actual performance depends on creative quality, landing page and audience match.
Recommended Monthly Ad Spend Range
to
Suggested Range
Rs 75,000 to Rs 1,50,000
This range is editable. The minimum gives you enough data to make meaningful decisions. The maximum scales what is working. Media spend is paid directly to Meta and is separate from all management fees.
3-Month Roadmap
Month 1
Foundation
  • Pixel and GTM setup
  • Base audiences live
  • TOF and BOF campaigns active
  • South and West India first
  • CPL baseline established
Month 2
Optimize
  • Creative A/B tests
  • Regional language copy
  • MOF retargeting layer
  • North and East India activated
  • Scale what is working
Month 3+
Scale
  • Winner audiences scaled
  • Advanced budget experiments
  • Seasonal campaign planning
  • Creative strategy refresh
07

Scope of Work

Everything that is included and how often it happens.

DeliverableDetailFrequency
SetupPlatform, pixel and tag integration+Meta Pixel, GA4, GTM, Conversions APIOne-time
StrategyFull-funnel TOF / MOF / BOF strategy+Audience and campaign architecture designMonth 1, refreshed quarterly
CampaignsCampaign setup and optimization+Audience builds, bid strategy, budget pacingOngoing
CreativeCreative briefing and scripting+Hook, body copy, CTA for all ad formatsOngoing
TestingA/B testing framework+Audience, creative and budget experimentsMonthly cycle
ReportingWeekly performance reports+Live consolidated dashboard and weekly reviewWeekly
TrackingAnalytics and attribution+GA4, Clarity (optional), ad account audit trailOngoing
OptionalWebsite CRO and landing page optimisation+UX fixes, form optimization, conversion flowOptional add-on
08

Pricing

Month 1 is higher because it includes a one-time setup cost that does not repeat from Month 2 onwards. Fee fields are editable and totals update automatically.

Month 1 Total (with CRO)
FB 55K + Setup 15K + CRO 15K
Rs 85,000
Month 1 Total (without CRO)
FB 55K + Setup 15K
Rs 70,000
Month 2 Onwards (Recurring)
One-time setup cost does not repeat. FB management only. CRO is optional add-on.
Rs 55,000
Meta Ads Management
Facebook and Instagram Campaign Management
Monthly Fee (Rs)
Per month, from Month 1 onwards
Was: Rs 65,000
  • Full campaign setup and optimization
  • Audience strategy and A/B testing
  • Creative briefing and scripting
  • Weekly reports and performance reviews
  • Pixel, GA4 and GTM integration
One-Time Setup
Accounts, Tags and Platform Integration
One-Time Fee (Rs)
Charged in Month 1 only. Never repeats.
Was: Rs 20,000
  • Meta Pixel and Conversions API setup
  • Google Tag Manager configuration
  • GA4 lead sync and attribution
  • Ad account creation and audit
Optional Add-On
CRO and Landing Page Optimisation
One-Time Fee (Rs)
One-time. Recommended for best results.
Was: Rs 25,000
  • Landing page UX and copy review
  • Inquiry form optimisation
  • Conversion flow improvements
  • Microsoft Clarity heatmaps setup
Media spend is separate from all fees above and is paid directly to Meta by NEIU. ThakurSaab manages the account, campaigns and optimization on your behalf. Both are always kept completely separate for full transparency.
09

Beyond Meta:
Other Conversations
Worth Having

This proposal is focused on Meta Ads. But depending on where NEIU wants to grow, there are adjacent channels and initiatives that could be worth exploring together.

🔍
Search Intent
Google Ads
Travelers actively searching for "Northeast India tour packages" or "Nagaland tribal tour" are high-intent leads who are ready to book. Google Search captures demand that Meta creates. The two channels complement each other well.
If Meta starts generating volume, Google Ads is a natural next step to capture the search intent it creates.
💼
Corporate Travel
LinkedIn Ads
Corporate off-sites and group travel is a strong opportunity for NEIU, particularly in West India. LinkedIn allows precise targeting of decision-makers at companies who budget for team experiences. A different audience, a different CTA, a different funnel.
If corporate group travel is a priority, LinkedIn Ads opens a channel Meta simply cannot reach the same way.
🌐
Conversion Infrastructure
Website Redesign and Redevelopment
The best Meta campaign loses leads if the landing page does not convert. A redesigned NEIU website with clearer itinerary pages, a streamlined inquiry form, and trust signals built in would meaningfully improve the return on every ad rupee spent.
A conversation worth having: what does the website need to look like to close the leads Meta sends?
None of these are sales pitches. They are conversations. If any of these feel relevant to where NEIU is headed, let us know and we can talk through what makes sense and when.

Prajwal runs ThakurSaab.com, a performance marketing practice focused on building scalable, data-driven acquisition systems for brands across India. He has worked with startups and established brands alike, helping them move from ad spend to actual business results through clean tracking, well-structured funnels and creative that earns the click rather than gaming the algorithm.

His approach starts with the fundamentals: pixel and tracking setup before any spend goes live, audience architecture that reflects how real people actually buy, and reporting that gives clients full visibility without end-of-month surprises. He thinks alongside his clients about the full picture, from the ad to the inquiry to the conversion.

For NEIU, this means building a Meta acquisition system that brings the right traveler to the right itinerary at the right moment, and making sure the inquiry experience from there is set up to close.

Meta AdsGoogle AdsFull Funnel StrategyCROGA4 and GTMLead GenerationE-Commerce Growth