Google Ads management in Kolkata

Google Ads management in Kolkata deals with what a national account can ignore: Bengali read on both sides of a border, Puja searches about worship rather than shopping, and multipacks that a feed mistakes for single products. We run them from Gandhi Nagar, New Delhi.

Campaigns run in your own Google, Meta and marketplace accounts against targets the plan sets. We run brands of our own as well, so we know from the seller’s side what a loose account wastes.

The words Kolkata buyers search with

Build the keyword lists from Bengal’s own words, typed in English letters and in Bengali script. A buyer after a men’s kurta types panjabi; a saree buyer types tant, jamdani, dhakai or Baluchari; a household buyer types gamchha.

• Clothing: panjabi, dhuti panjabi set, Puja panjabi, kids Puja dress.
• Sarees: tant saree, dhakai jamdani, Baluchari silk, kantha stitch saree, red border white saree.
• Hosiery: vest pack, cotton brief pack, thermal set, with sizes and pack counts written the way buyers write them.
• Leather goods: leather office bag, men’s leather wallet, leather belt, with the leather named in ads only where the product is made of it.

From September 2026 the campaign language setting goes: Google matches Search ads to the language they are written in. Bengali-script searches therefore call for Bengali ads in ad groups of their own, with Bengali landing pages where you have them.

Our Google Ads management keeps brand, product and Bengali groups apart, because each has its own cost and its own buyer.

Keeping Puja searches from wasting the budget

Many searches containing the word Puja are not about shopping. Through the season people search for dates, timings, mantras, puja samagri, pandal hopping routes and live streams, and a broad keyword on Puja pays for every one of those clicks.

• Negatives from the report, added twice a week through the season: dates, timings, mantra, samagri, pandal, live.
• Buying terms in phrase and exact match: Puja saree, Puja panjabi, Puja dress for girls.
• Brand terms in a campaign of their own, so the season’s cheap brand clicks do not hide what generic Puja searches cost.

Children’s Puja clothes are often searched by age rather than size, so kidswear ad groups are built around “Puja dress for a five-year-old” as much as around size labels, and land on pages filtered the same way.

The same care carries through the year: Saraswati Puja and Lakshmi Puja bring their own ritual searches, and after Dashami, searches for Bijoya wishes share words with your gift lines.

Bengali ads, delivered to India only

Bengali is read in West Bengal and across the border in Bangladesh, so Bengali ads and Bengali keywords can find buyers you cannot deliver to. Set locations to where you ship, then check which location option each campaign uses.

Google’s location options separate people who are in a place from people who have shown interest in it. The default reaches both, so a brand that delivers only in India chooses presence-only targeting and excludes the places it cannot serve.

The hill districts and the North-East get location groups of their own too, because delivery there takes longer and the plan may hold them to prepaid offers.

Meta campaigns follow the same rule in their own settings: target India, then read the delivery breakdown by region in the first week. Within India, regions where refusals run high in your shipping reports are bid down or excluded until the plan says otherwise.

Shopping feeds for multipacks and handloom sarees

Shopping and Performance Max build ads from the product feed, so a pack of five vests has to be described as a pack, at the pack’s price, or it competes against single vests and loses.

• Packs you make up yourself carry the multipack count in Merchant Center, with the single product’s identifiers and an image showing what arrives.
• Price is that of the smallest pack a buyer can order, shown the same way on the landing page.
• Sizes go in the size attribute and pack counts in the multipack attribute, never mixed.
• Sarees get titles in buying order: weave, fabric, colour and border, length, blouse piece, with the weaving district only where it is true.
• Custom labels mark Puja lines, clearance and margin band, so bids follow what each product earns.

Kidswear feeds need the age group and the size together. A feed that carries only sizes can show the wrong pieces to a parent shopping for a five-year-old.

Fixes are made in the store’s product data wherever possible, so the Meta catalogue and the marketplaces receive them too. Our Google Shopping ads work starts from that feed.

Performance Max for packs, sets and sarees

Performance Max spends where it finds conversions, and a Kolkata catalogue gives it markedly different products to choose between. Left to one asset group, it can favour whatever converts cheapest, which may be single vests sold at a loss.

• Asset groups by line: hosiery packs, kidswear sets, panjabis and handloom sarees, each with its own margin label.
• Brand exclusions where a brand campaign already covers your name, so the campaign cannot claim buyers who were looking for you.
• Bengali text assets kept in asset groups of their own, since the Search part of Performance Max follows the same language rule as search campaigns.
• Thermal sets in a seasonal group that opens in November for colder states and closes when their winter ends.

Meta campaigns for the Puja fortnight

On Facebook and Instagram, Puja creative has to be approved and live before Mahalaya, because ad review takes time and Bengal’s buying ends earlier than the rest of India’s.

• Reels with a Bengali voice-over: a tant saree’s border, a panjabi worn for the evening, kidswear on the move.
• Catalogue ads fed by the stock held for online orders, so wholesale sales do not leave ads showing empty styles.
• Gift messaging for families buying clothes for one another through the season.
• Retargeting kept small and capped, and cut back to brand level for Bengal over the five days.

Meta can aim an ad set at people who use the app in Bengali, so Bengali and English versions run as a split test with one difference between them.

After Bijoya Dashami the creative turns to Lakshmi Puja, Kali Puja and Bhai Phonta lines for Bengal, while national campaigns carry on towards Diwali.

Christmas, with Park Street’s lights, brings a short window for partywear and gifts. It is worth a small burst of its own, run like the Puja on a smaller scale: creative approved early and a fixed end date.

Formats, rotation and fatigue checks sit with our Meta Ads management; the Bengali itself comes from a fluent speaker on your side.

Retail campaigns and trade enquiries, kept apart

Kolkata brands often sell to shops as well as to shoppers, and ads can find both. They need separate campaigns, because a retail campaign is judged on purchases and a trade campaign on enquiries that turn into accounts.

• Trade campaigns aim at shop owners in Bihar, Jharkhand, Odisha, Assam and the North-East, with a lead form asking for the business name, GSTIN and the lines they buy.
• Retail campaigns aim at shoppers and are judged on kept orders, with known trade buyers excluded where your lists allow.
• Click-to-WhatsApp suits trade buyers used to ordering by message, with chats and confirmed accounts tracked as separate results.

Leads go straight from the form to whoever handles your wholesale calls, and the outcome is logged, so the trade campaign is judged on accounts opened rather than forms filled.

Mixed together, one wholesale enquiry worth ten dozen pieces can make a weak retail campaign look healthy. Kept apart, each is judged on what it is for.

Sponsored ads on the marketplaces in Puja season

Marketplace search runs on the same words as Google: buyers type panjabi, tant saree and vest pack on Flipkart and Amazon too.

Automatic campaigns find those terms; the ones that sell move into manual campaigns with a bid each, and the ones that spend without selling become negatives.

• Packs and singles bid apart, so a cheap single vest cannot take the budget meant for a pack that earns.
• Puja styles paused by size when the sizes buyers want most run out before the festive event ends.
• Meesho ads kept to value packs and kidswear sets whose price carries commission, shipping, returns and the ad together.

Each marketplace’s ads are judged against its own break-even line, with ACoS, the share of ad-credited sales spent on ads, read beside total sales on that marketplace.

How we run Kolkata accounts through the season

Access is by user permission to Google Ads, Merchant Center, your Meta business account and the marketplace ad consoles, and the accounts and their history remain yours.

• Every week: search terms in both scripts, feed errors and empty styles, creative fatigue, and spend against the phase budget.
• Before Mahalaya: Puja ads approved, sale prices scheduled in the feed, budgets stepped up, and alerts set for spend spikes and silent purchase tracking.
• After Dashami: sale settings reverted from a checklist, and Bengal budgets moved to the next lines.

Before the season starts we agree which changes need your approval: new ads, offers, and anything said about fabric, weave or leather. Briefs go to you in writing, so a photographer or creator in Kolkata can shoot without a meeting.

Budgets, phases and delivery cut-offs come from our performance marketing for Kolkata brands, and the method behind the campaigns is set out on our paid search and social page.

For the rest of our work in the city, see our Kolkata page, or share your account names to start.