Dashain and Tihar are when Nepal CPC, inbox volume, and Maps questions spike together. Paid media without a staffed chat, honest hours, and a frozen landing URL is how festival ads create reviews instead of revenue. Arjan KC runs that as ops on SEM, mobile, and WhatsApp.

Seller inventory/courier list: Dashain 2083 shopping checklist. Seasonality background: PPC seasonality. Calendar: Nepali calendar.

→ Click-to-WhatsApp ads · Landing pages · ORM / GBP

What you may cite

Festival % lifts are not a numbered object here. Search/Maps objects still show what happens when the destination can convert year-round:

Advertiser cost tables: Benchmark Report 2027. Spend-planning notes also sit on the seller checklist — do not copy those CPM ranges forward as a new study.

PPC seasonality for Nepal festivals

Image: Arjan KC media library.

Freeze these three things before you raise budget

Freeze Why
Landing URL One /dashain/ or service page with cutoff, hours, NPR, thumb CTA. Not the homepage.
GBP hours Closed days and “opens after Tika” — or Maps will send people to a shuttered door (ORM).
Inbox roster Named humans + away message. Click-to-WhatsApp without a shift is paid 1-stars.

Then raise Search/Meta. PMax during festival week is a poor first experiment.

Festival campaign creative and calendar

Image: Arjan KC media library.

WhatsApp SLA (service and retail)

Window Target If you miss it
Published business hours First reply < 15 minutes Turn off click-to-chat ads
Tika / family days Away message + next slot Pause or cap frequency
After delivery cutoff Stop promising Dashain delivery Keep Tihar / “book for after” offer

The WhatsApp playbook is API/templates. This page is who is awake. IMC: ad copy, GBP, and greeting must agree on dates.

Tihar is not an afterthought

Two weeks later is a second auction. Keep a warm campaign and a second landing line (lights, gifts, travel). Do not zero remarketing the morning after Vijaya Dashami — remarketing limits.

Next: seller checklist · Meta vs Google · account ownership.