Meta Ads in India is not the same game it was in 2023. iOS privacy changes, the rise of Reels as the dominant format, and Meta's shift to AI-driven Advantage+ campaigns have completely changed how you should be running ads if you want competitive ROAS in 2026.
Based on data from our active client campaigns across real estate, e-commerce, education, and services in Delhi NCR, Gurugram, and Mumbai, here's what's actually working — with real numbers.
1. Reels Is Now the Default — Not Optional
In 2024, Reels was a "nice to have" placement. In 2026, it's where the eyeballs are. Across our client accounts, 62% of Meta ad clicks are coming from Reels placements, even when we're running campaigns with automatic placements across Feed, Stories, and Reels.
If you're still running static image ads only and wondering why your CPM has doubled, this is why. The Meta algorithm heavily favours video — especially vertical video between 9–15 seconds — in terms of reach and CPM efficiency.
📹 What works in Reels ads right now
Hook in the first 2 seconds (text overlay or movement). No intro. Show the result first, then explain. Captions always on — 85% of users watch without sound. Keep it under 15 seconds for best completion rates.
For service businesses that don't have video, the good news: a 10-second slideshow made from good photos with punchy text overlays in CapCut or Canva consistently outperforms a polished but slow static image ad. Motion beats perfection.
2. Advantage+ Shopping & Lead Campaigns — Let Meta's AI Work
Meta's Advantage+ campaigns (ASC for e-commerce, ALC for lead gen) are powered by their AI — and after a slow start in 2023, they are now outperforming manual campaigns in roughly 70% of our accounts.
Here's what changed: Meta now has enough first-party data from Instagram and WhatsApp interactions to compensate significantly for the loss of iOS signal. The algorithm has gotten much better at finding converters — but only if you give it the right creative inputs.
How we set up Advantage+ Lead Campaigns in 2026
- Upload 5–10 creative assets (mix of Reels videos, static images, and carousels). Let Meta find the winners. Don't start with 1–2 creatives.
- Set a CPA target that's realistic — about 20–30% above your target CPL to give the algorithm breathing room in the learning phase.
- Use Instant Forms with fewer fields — name + phone number only. Every extra field cuts conversion rate significantly in India where form fatigue is high.
- Connect your CRM or Google Sheet via Zapier for instant lead sync. Speed to call is the biggest variable in lead quality.
"One of our real estate clients moved from manual campaign to Advantage+ in January 2026. Same budget, same audience. CPL dropped from ₹2,100 to ₹890 in 6 weeks."
3. Audiences: Broad Is the New Narrow
This one surprises people. Detailed interest targeting — the thing Meta was famous for — is becoming less relevant for performance campaigns. Meta's AI is now better at finding your buyers without you specifying them, especially if:
- You have enough pixel data (500+ conversions in the last 30 days)
- You're using Advantage+ which already expands audiences automatically
- Your creative is doing the audience filtering (a Reel that opens with "Are you a business owner in Gurugram?" will self-select the right viewers)
That said, for newer accounts or smaller budgets (under ₹30,000/month in ad spend), some audience constraints still help. Our recommendation: start with a Lookalike Audience based on your customer list (even 100 customers is enough), then gradually open to broad as the algorithm learns.
4. What's Not Working in 2026
Just as important as what works is what to stop doing:
- Boosting posts — the lowest ROAS placement on Meta. Always create proper campaigns in Ads Manager.
- Landscape video (16:9) — Poor placement compatibility. Always use 9:16 or 1:1.
- Heavy text overlays in static images — Meta penalises these in reach. Keep text under 20% of image area.
- Stacking too many interests — Audiences narrowed to multiple interest layers often underdeliver. Broad beats layered.
- Same creative for 60+ days — Creative fatigue is real. Frequency above 4 usually signals it's time for a refresh.
5. The India-Specific Edge: WhatsApp Click-to-Chat Ads
This is underused by most businesses and it's a massive opportunity. Click-to-WhatsApp ads on Meta send users directly into a WhatsApp conversation instead of a landing page. In India, where WhatsApp is the primary business communication channel, this format is converting exceptionally well for service businesses.
Across our service-sector clients (education, real estate, coaching, home services), Click-to-WhatsApp lead quality is 2–3× higher than standard form leads because:
- The lead is warmer — they chose to initiate a conversation
- You can qualify in real-time via WhatsApp
- Fraudulent leads are virtually zero (WhatsApp verification)
- Response time is instant, which dramatically improves close rates
📊 2026 Meta Ads Playbook Summary
- ✅ Reels-first creative (9:16, under 15 seconds, hook in 2 seconds)
- ✅ Advantage+ Lead Campaigns with 5–10 creative variants
- ✅ Instant Forms: name + phone only
- ✅ Broad audiences or Lookalike, not stacked interests
- ✅ Click-to-WhatsApp for service businesses
- ✅ Creative refresh every 45–60 days
- ❌ Boosted posts
- ❌ Landscape video
- ❌ Heavy-text static images
Final Thought
Meta Ads in India in 2026 rewards businesses that move fast on creative and trust the algorithm on targeting. The brands winning are not the ones with the biggest budgets — they're the ones testing 10 creatives a month, using WhatsApp to close leads instantly, and letting Advantage+ do the heavy lifting on distribution.
If your Meta Ads aren't hitting 3X+ ROAS, the problem is almost certainly creative, not audience.
Want us to audit your Meta Ads?
We'll review your account and give you a specific action plan — completely free, no obligation.
Get a Free Meta Ads Audit →