META ADS / E-COMMERCE FIREWORKS / TAMIL NADU
How Crezeal Helped a Tamil Nadu Fireworks E-Commerce Brand Generate 79 Direct Calls and Drive 196K Ad Impressions Across Tamil Nadu in Just 2 Months
The company operates a dedicated e-commerce website offering one of the widest ranges of fireworks available online in Tamil Nadu covering sparklers, flower pots, rockets, aerial shots, sound crackers, gift boxes, combo packs, and premium fancy pipe items from leading manufacturers including Shammah's, Kala, RSR, Suryakala, Sonny, and Kaniskarr Fireworks. All products are offered at 50% discount pricing, with direct ordering available through their website.
Unlike a local retail store with a fixed catchment area, the business targets customers statewide operating as an online fireworks supplier that delivers across Tamil Nadu. The campaign goal was simple: get the phone ringing with customers ready to place orders.
THE CHALLENGE
Driving Paid Calls for a Seasonal Product in a Price-Sensitive, High-Competition Online Fireworks Market
Selling fireworks online in Tamil Nadu is a crowded, seasonal, and price-sensitive market. Getting customers to pick up the phone requires the right message, the right timing, and the right audience.
Seasonal demand window — Fireworks purchases in Tamil Nadu spike around Diwali, Pongal, and wedding season. Running campaigns outside these windows wastes budget; running them inside requires sharp creative and precise targeting to capture the peak demand moment.
Price sensitivity — With multiple online fireworks retailers competing on price, the campaign needed to lead with the 50% discount offer clearly and prominently to stand out in a crowded feed.
Call objective complexity — Driving actual phone calls not just impressions or link clicks requires a specific campaign objective, call-enabled ad formats, and audience targeting that prioritises people likely to call rather than browse.
Statewide audience with no geo-filter — Unlike a local store, the target was all of Tamil Nadu a large, diverse audience requiring broad but relevant targeting across age groups, interests, and buying behaviours associated with festival and event planning.
Short campaign window — With only 2 months, the campaign had to generate results quickly without the luxury of extended learning periods or gradual optimisation.
Our Approach
We designed a focused 2-month Meta Ads campaign using the Call objective structured to reach fireworks buyers across Tamil Nadu and drive direct phone enquiries at the lowest possible cost per call.
1. Call Objective Campaign Structure
We ran Meta campaigns specifically optimised for call placement using call-enabled ad formats that let users tap to call directly from the ad without leaving Facebook or Instagram. This removed friction from the purchase journey and connected interested buyers directly to the sales team in one tap.
2. Tamil Nadu Statewide Targeting
Campaigns were targeted across Tamil Nadu with audience layering around festival and event interests, home and family segments, and age groups most likely to purchase fireworks for personal celebrations and family events. No geographic restriction was applied the goal was to reach every relevant buyer across the state.
3. Discount-Led Creative Strategy
Ad creatives led with the 50% discount offer the most compelling reason to choose Radha Pyrotechs over competitors. Product visuals showcased the variety available sparklers, fancy pipes, gift boxes, aerial shots reinforcing the width of the catalogue alongside the price advantage.
4. Budget Efficiency Focus
With a total budget of ₹5,628 across 2 months, every rupee had to work. Campaign structure, bidding, and creative rotation were managed to maximise call volume from a lean budget achieving a cost per call of ₹71.24 against 196K impressions delivered.
What We Achieved Together
In just 2 months and with a total spend of ₹5,628, the Meta Ads campaign delivered strong, efficient results for a fireworks e-commerce business targeting all of Tamil Nadu.
The campaign recorded 196,414 total impressions across Tamil Nadu giving the brand broad visibility among potential fireworks buyers statewide during the campaign window.
Most critically, the campaign generated 79 direct calls placed from the ads real customers tapping to call the business from their phone, ready to enquire, order, or confirm delivery. At a total spend of ₹5,628, this works out to a cost per call of just ₹71.24 - an efficient result for a direct response campaign in a competitive retail category.
For a business where each order can range from ₹200 to ₹5,000+, 79 qualified calls at ₹71 per call represents strong return on ad spend particularly given the 2-month timeframe and lean budget.
THE PROOF
Data Snapshots from Every Channel
Meta Ads - Performance Overview
What Made This Work
Right Objective = Right Result
Choosing the Call objective not Traffic or Awareness meant the campaign was specifically optimised to deliver phone calls, not passive impressions. Every element of the campaign was aligned to that single outcome.
Discount-Led Messaging Cuts Through
In a price-sensitive, comparison-driven category like fireworks, leading with the 50% discount offer was the single most effective creative decision. It gave buyers an immediate, clear reason to stop scrolling and call.
Lean Budget, Maximum Efficiency
₹5,628 across 2 months is a small budget for statewide Tamil Nadu reach. Disciplined campaign management tight audience targeting, call-optimised ad formats, and continuous creative monitoring ensured every rupee delivered measurable call volume rather than wasted impressions.
Direct Call Format Removes Friction
Tap-to-call ads eliminate the steps between interest and contact. For a customer who sees a sparkler offer and wants to order, a single tap to call is the lowest-friction path to purchase and that friction reduction directly drove the 79 calls generated.
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