Meta works for Jodhpur hospitality and export. It does not work for local-to-local services in a city of 12 lakh.

A furniture exporter we worked with in Jodhpur had been running Instagram ads for two years with no real strategy. Nice photos, broad targeting, "DM for price" CTA. She was spending ₹20,000 a month and getting enquiries but could not tell whether they were serious buyers or people collecting quotes.

We rebuilt the campaign around WhatsApp Click-to-Chat with a qualification message built into the first response. The cost per inquiry dropped, but more importantly, the inquiry-to-order rate went from about 8% to 22% because we had better buyers in the funnel. Better targeting (targeting Tier 1 city homeowners and interior designers rather than "everyone in India interested in furniture"), better creative (showing the workshop and the craftspeople, not just the finished product), and a qualification step that filtered out the price-checkers. Meta in Jodhpur is a channel for reaching buyers who are not local. For that use case, it works.