5.9x ROAS in a month for a Munnar resort with a full-funnel media & CRM engine
Always-on Meta funnel plus Google Search and CRM-led follow-up. October 2026: ₹3.08L of spend returned ₹18.07L in bookings, a 5.9x ROAS. Year to date: 63,379 leads at ₹45 and a 3.4x ROAS.
The client is a nature-immersion hospitality property in Munnar, Kerala, one of South India's most sought-after hill-station destinations. It competes in a crowded leisure-travel market against large OTA-driven listings and boutique stays, so direct-lead generation and fast follow-up are critical to winning bookings.
Reporting period: 1 January – 21 October 2026
Channels: Meta Ads, Google Ads · CRM: TeleCRM
- Seasonal demand and volatile CPMs, with travel intent spiking around holidays and long weekends
- Enquiries going cold: hospitality leads convert on speed of response
- No full-funnel structure: prior efforts were single-stage campaigns with no retargeting layer
- Proof of return required in a category with high booking values and short, decision-driven purchase cycles
A Three-Stage Always-On Funnel
- TOFU (65% of core funnel spend): broad reach and interest generation across cold audiences
- MOFU (33%): retargeting engaged users with offers and property highlights
- BOFU (2%): conversion-focused retargeting of high-intent visitors to close the booking
- Google Search layered on top to capture high-intent demand (e.g. "resort with private pool Munnar"); impression share on key terms grew from 5% to 12%
- Every lead connected to a CRM pipeline (Fresh → Interested / Ringing → Won / Lost) for structured follow-up by the resort's tele-calling team
October 2026
- ₹3.08L ad spend (Meta ₹1.26L · Google ₹1.82L)
- ₹18.07L booking revenue from 77 reservations
- 5.9x ROAS · Google alone 6.4x, Meta 5.0x
- ₹23,470 average booking value
- Mar 3.4x · Apr 3.6x · May 3.9x · Jun 1.5x · Jul 1.8x · Aug 2.6x · Oct 5.9x
- September recorded 7.3x, but Meta spend for that month is missing from the data, so it is left out.
- ₹28.43L total ad spend (Meta ₹20.91L · Google ₹7.52L)
- 63,379 leads at a ₹45 blended cost per lead
- 3.53 Cr impressions · 7.10L clicks · 2.01% CTR · ₹81 CPM · 1.2 Meta frequency
- 453 reservations attributed to paid ads · ₹21,392 average booking value · ₹6,277 cost per reservation
- ₹96.91L booking revenue from paid ads · 3.4x ROAS (Meta 3.3x · Google 3.2x)
- Google Ads converts 5.6% of its leads into bookings, against 1.7% for Meta
- Structure replaced one-off campaigns: every stage of the journey had a dedicated, always-on campaign and message
- No lead sat un-actioned: tight CRM integration meant every enquiry was tracked, assigned and followed up
- Budget followed bookings, not clicks: continuous monitoring of CPM, cost-per-lead and conversion rate moved budget to what produced confirmed bookings
Revenue is booking value recorded in the resort's own CRM, counted only for bookings traced to a paid-ad lead (plus GA4 paid search). Cancellations are excluded. No modelled or estimated revenue is used.