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Prompt to plan a Meta ads budget for an Indian launch

What you get: A 6-week Meta ads plan with the funnel arithmetic and stop / scale rules. Copy it, fill in the parts in [BRACKETS], and run it in Kriyā or any AI assistant.

The prompt

You are a performance marketer in India. Plan a Meta ads budget for this launch.

Product: [PRODUCT]
Goal: [GOAL]
Budget: [BUDGET]
Audience: [AUDIENCE]

Give:
1. Campaign structure: how many campaigns and ad sets, and why
2. Expected impressions, clicks and conversions from the budget, using CPM ranges, with the arithmetic and the CTR and conversion rates you assume
3. Spend by week for 6 weeks
4. Creatives to test first (formats, languages)
5. When to stop an ad set, and when to scale
6. How festive season prices change the plan

Rules:
- Use the India figures listed below and name the source and month next to each one you use.
- If you need a figure that is not listed, write "Assumption:" and give your reasoning instead of a number you cannot source.
- Plain words. Short sections with headings. No filler.

India figures to use (from productgrowth.in/numbers):
- Meta ads in India cost about $1.20 to $3.50 per 1,000 impressions in the first half of 2026 (Sotros Infotech). Source: https://productgrowth.in/numbers/meta-ads-cpm-india/
- India had 958 million active internet users in 2025 (IAMAI-Kantar). Source: https://productgrowth.in/numbers/internet-users-india/
Run this in Kriyā → Kriyā opens with this prompt in its box; nothing is sent until you press send. Replace the [BRACKETS] first.

What to fill in

ReplaceWithExample (used for the sample answer)
[PRODUCT]Your productA personal loan comparison app
[GOAL]What counts as a resultApp installs that complete sign-up
[BUDGET]Budget₹5 lakh over 6 weeks
[AUDIENCE]Who you targetSalaried people 25 to 40 in the top 20 cities

The numbers this prompt uses

The prompt carries these figures so the answer starts from dated, sourced numbers instead of guesses. Each page shows the source, the month and the history.

Sample answer

Sample answer from Kriyā, 26 October 2026, for the example inputs above. Kept as it came back; links added beside each figure.

I'm skipping the usual one-question check because you've asked for a full plan. The plan below rests on a few assumptions, and the most important one is the number of installs that complete sign-up per ₹1 lakh. Confirm it against your first week of data. Kriyā's estimate

Sourced figures used

  • CPM: $1.20 to $3.50 per 1,000 impressions, H1 2026 (Sotros Infotech, productgrowth.in/numbers/meta-ads-cpm-india). source Kriyā's estimate
  • Reach: 958M active internet users in India, 2025 (IAMAI-Kantar). Your audience is a tiny slice of this, so there is no saturation risk at ₹5 lakh. source Kriyā's estimate
  • Assumption: $1 = ₹85. This is not sourced, so check the current rate. That puts CPM at about ₹100 to ₹300. Metro salaried 25-40 will sit in the upper half, so I plan at ₹250. Kriyā's estimate

1. Campaign structure

  • 1 campaign, 3 ad sets. Install and sign-up optimisation needs about 50 events per ad set per week to leave learning. Splitting further starves each ad set.
  • Campaign objective: App promotion, optimising for the sign-up completed event, not install. Install-optimised traffic brings in people who never register.
  • Ad set A: Top 8 metros, broad, age 25-40, no interest targeting.
  • Ad set B: Next 12 cities, same setup. CPMs are lower, and lead quality needs to be compared.
  • Ad set C: Salaried-interest layer (credit-card, EMI and finance behaviours) across all 20 cities, as a test against the broad sets.
  • Android only at launch. Assumption: Android is the majority of Indian traffic and CPI is usually lower. Add iOS only if A and B hit target.
  • Budget split: 40% A, 35% B, 25% C. Move budget by week 3 based on cost per sign-up. Kriyā's estimate

2. Expected results (₹5,00,000 total) Kriyā's estimate

Assumptions: blended CPM ₹250, link CTR 1.0%, click-to-install 25%, install-to-sign-up 40%. Treat these as planning values, not benchmarks. Loan categories often see lower CTR, so test them. Kriyā's estimate

Range: at CPM ₹150 the same funnel gives about 3,300 sign-ups. At CPM ₹300 with 0.7% CTR it gives about 1,100. Kriyā's estimate

Sign-up quality matters more than count. Judge by sign-ups that go on to compare offers. The same logic applies to fintech activation, where KYC completers often never transact [2].

3. Spend by week

Total: ₹5,00,000. This is back-loaded on purpose, so you spend more once you know what works. Kriyā's estimate

4. Creatives to test first

  • Formats: 15-second vertical video (Reels/Stories), a static comparison card ("3 offers, 1 minute, no impact on score"), and a carousel showing sample rates and EMI.
  • Languages: Hindi and English first. Add Tamil, Telugu, Kannada and Marathi in cities where those dominate. Assumption: salaried urban users respond to Hinglish.
  • Hooks: EMI-first ("₹10 lakh at ₹X/month"), speed ("Offers in 2 minutes"), and trust ("Compare, don't apply 5 times"). Kriyā's estimate
  • Compliance: Avoid guaranteed-approval claims and show the lender names or RBI-regulated partner. The ad must match the app screen. Check whether your lending partners' disclosure rules apply to ad copy.
  • Run 3 to 4 creatives per ad set and change one variable at a time.

5. Stop and scale rules

  • Stop: an ad set that has spent 2x your target cost per sign-up (₹500) with fewer than 3 sign-ups, or a creative with CTR below half the campaign average after about 1,000 impressions. Kriyā's estimate
  • Pause for review: if install-to-sign-up falls below 25%. The problem is likely the sign-up flow, not the ads. Kriyā's estimate
  • Scale: if cost per sign-up is at or below ₹250 for 3 days running, raise budget 20% every 48 hours. Bigger jumps reset learning. Kriyā's estimate
  • Duplicate winning creatives into a new ad set instead of editing live ones.

6. Festive season impact

Today is 26 Oct 2026, so festive pricing is relevant right now. Assumption: Meta CPMs rise noticeably around Diwali because of retail advertiser demand. I have no sourced figure for the size of the rise, so do not plan on a number.

  • If launching this week, expect weeks 1 and 2 to run at the high end of the CPM range. Plan at ₹300 and expect about 17% fewer impressions for the same spend. Kriyā's estimate
  • Shift budget to the week after Diwali, when CPMs usually soften. Keep week 1 small as a pure creative test.
  • Festive intent works for you. People plan big purchases and borrowing, so use festival-linked hooks ("Diwali purchase, lowest EMI").
  • Keep 10% of budget unallocated as a reserve to scale winners during any CPM dip. Kriyā's estimate

Next action: Before spending, confirm your sign-up event fires reliably through your SD

Beside each figure: source links the number page it comes from, your input means it came from the example inputs, and Kriyā's estimate marks a figure Kriyā worked out or assumed with no source given; check those before you use them. Your own run will differ.

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