Advertising
Facebook and Google ads cost in Morocco: what budget to start with?
Cost per click, cost per 1 000 impressions, test budget: benchmarks for Meta and Google advertising in Morocco, and a method to set your budget.
Key takeaway
An ad budget is worked out from your own numbers: the cost per enquiry you can afford, times the number of enquiries you need to judge a campaign. That budget is paid directly to Meta or Google; the agency's management fee is a separate line. Be wary of any quote that mixes the two.
"How much should I spend on Facebook or Google ads?" The honest answer starts with another question: what is a new customer worth to you? The typical cost of Facebook and Google ads in Morocco gives you a benchmark; your starting budget, though, is worked out from your own numbers. Here are both, and the difference between what the platforms bill and what you pay the agency.
How much do Facebook ads cost in Morocco?
On Meta there is no fixed rate: you choose a budget, and the platform spends it through auctions. The 2026 guide from the agency ANIMA gives these benchmarks for Morocco:
| Metric | What it measures | Range in Morocco (2026) |
|---|---|---|
| Facebook CPC | Cost of one click | 0.80 to 3.50 DH |
| Instagram CPC | Cost of one click | 1.20 to 4.00 DH |
| CPM | Cost per 1 000 ad impressions | 20 to 90 DH |
| Cost per conversion | Cost of one enquiry or sale | 10 to 100 DH and more |
With a CPM of 20 to 90 DH, 100 DH of ad spend buys about 1 100 to 5 000 impressions. These benchmarks help you read a proposal, but you only learn your own cost per enquiry by testing. On Google Ads, the price of a click depends on keywords and competition: the Keyword Planner shows the average cost for an ad to appear on a keyword (Google Ads).
Ad budget or management fee: what are you paying for?
A campaign costs two separate things. The media budget is paid directly to Meta (Facebook, Instagram) or Google, with your card or ad account. The management fee pays whoever prepares, launches, monitors and adjusts the campaigns. Agencies say it plainly: the money spent on advertising "is NOT included" in management prices (HRMCO).
Insist that the ad account is in your name, with admin access for you. You then see every dirham spent in the platform's own interface, and the campaign history stays yours if you change provider.
Meta or Google: where are your customers in Morocco?
They serve different needs. Google captures demand that already exists: someone searches for "plumber" or "dental clinic" right now. In Morocco, Google handles 95.38% of searches (StatCounter, September 2026). Meta and TikTok create demand: you show your offer to people who were not looking for it yet.
- Facebook: 22.8 million people reachable by ads (DataReportal 2026).
- YouTube: 21.6 million.
- TikTok: 16.7 million adults aged 18 and over.
- Instagram: 15.1 million, up 20.8% in a year.
These figures measure ad audiences, not monthly active users. Mostly they tell you your customer is almost certainly on one of these platforms; the choice depends on what you sell and how people look for you.
How do you work out a test budget?
A first budget is there to learn, not to be profitable in week one. Work it out in three steps:
- The cost per enquiry you can accept. Start from your margin on a customer and your conversion rate: if one enquiry in five becomes a customer, an enquiry is worth at most a fifth of your margin.
- The number of enquiries needed to judge. Three or four enquiries prove nothing. Pick a number that lets you see whether the leads are serious.
- The duration. Let the campaign run several weeks: platforms need time to learn who responds to your ads.
| Step | Your number | Worked example |
|---|---|---|
| Margin on a new customer | M | 2 000 DH |
| Share of enquiries that become customers | T | 1 in 5 |
| Maximum cost per enquiry (M × T) | C | 400 DH |
| Enquiries needed to judge | N | 25 |
| Test budget (C × N) | B | 10 000 DH over 4 to 6 weeks |
If the result is more than you can commit, narrow the area, the number of services promoted or the duration, rather than spreading the budget over too many campaigns.
Why can't a tiny budget give you an answer?
Meta says an ad set generally exits the learning phase after about 50 optimisation events within 7 days (Meta Business). If you optimise for quote requests and each one is expensive, you need a weekly budget large enough to get that many; otherwise the platform stays in learning and results stay unstable.
Two practical consequences: concentrate the budget on a small number of ad sets, and avoid changing everything every other day.
On Google Ads, the budget is daily but not rigid: a campaign may spend up to twice its average daily budget on a given day, and monthly spend is capped at about 30.4 times the average daily budget; you are never billed beyond that (Google Ads). At 100 DH a day, one day may cost 200 DH, but the month won't go past about 3 040 DH.
Remember
The first month is for measuring: real cost per enquiry, lead quality, which channel works. Only judge a campaign with enough enquiries, then decide to scale up, adjust or stop.
Where should people who click land?
An ad doesn't do the job alone. Clicks must land on a clear page, in French and Arabic, with one action: fill in a form, call, or message on WhatsApp. WhatsApp is used by 83% of Moroccans (Sunergia 2026, via Hespress): that is often where the conversation continues. Decide who answers, and how fast.
Is your profession allowed to advertise?
- Doctors: the code of ethics forbids "attracting patients" through their sites and seeking patients by advertising reduced fees (art. 26 and 57 of decree 2-21-225).
- Lawyers: Law 66.23 bans all advertising, directly or through a third party, so through an agency too (art. 45, Le Brief).
- Everyone: Law 09-08 requires prior consent for direct marketing by email or similar means (art. 10, text of the law). Mass-sending promotions to contacts who never asked is risky.
For these professions we don't run campaigns; we work on visibility within the rules instead, for example local SEO.
How much does management cost at BrightIntent?
Campaign management costs from 1 900 DH excl. VAT a month for a launch on one platform, and from 3 800 DH excl. VAT a month for more hands-on management across several channels (launch price until January 31, 2027). Setup alone (accounts, conversion tracking, first campaigns) costs from 1 500 DH excl. VAT, and a dedicated landing page 3 000–6 000 DH excl. VAT. The ad budget is never included: you pay it directly to the platform.
Before launch, we write down with you the objective, the target cost per enquiry and the date on which we decide. See the Facebook and Google Ads in Morocco page, our article on social media management, or build your quote.
Frequently asked questions
Is the ad budget included in the agency's price?
No, and it shouldn't be unless it is itemised. The media budget is paid to Meta or Google; the management fee pays for the work. Ask for two separate lines.
Can I start with 1 000 DH?
You can run an ad, but you rarely learn anything conclusive. Work the budget out from your acceptable cost per enquiry and the number of enquiries needed to judge.
How long before I see results?
Allow at least a few weeks: Meta says an ad set needs about 50 events within 7 days to exit learning.
Should the ad account be in my name?
Yes. With an account in your name you see the real spend and keep the history if you change agency.
How much do 1 000 views on Facebook cost in Morocco?
Between 20 and 90 DH, according to ANIMA's 2026 guide. That is the cost per 1 000 ad impressions (CPM), which ANIMA calls "views"; it varies with the sector, the quality of the video or image, and how precise the targeting is.
How much does it cost to boost a Facebook page?
Meta doesn't set a price: you choose a daily or total budget. With a CPM of 20 to 90 DH, 100 DH buys about 1 100 to 5 000 impressions. To get enquiries, not just views, work the budget out from your cost per enquiry instead.
How much does a click on Google Ads cost in Morocco?
There is no fixed price: the cost per click depends on the keywords, the competition and the area you target. Google's Keyword Planner shows an average cost before you launch, and you set the daily budget.
