Google Ads

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Google Ads gives access to the only channel that captures demand already expressed: internet users who type in exactly the service you offer. For a business whose clients look for an immediate solution, such as a repair, an installation or a professional service, it is generally the most cost-effective advertising channel. ## What separates a profitable account from an expensive one Budget is not the main factor. What counts is keyword precision, the consistency between ad and landing page, and above all conversion tracking. A well-measured account of 5,000 MAD per month does more for a service provider than a 20,000 MAD account run by eye. ## The specificities of the Moroccan market Mobile dominates and the call button matters as much as the form. Many buyers prefer a WhatsApp message to an email, which means measuring those conversations too. Card payments remain less frequent outside large cities, and campaigns in peak seasons (Ramadan, Eid, back to school) strongly change search volumes. ## Launching properly without wasting money Start with one offer, one or two cities and proper tracking, and expand only when cost per contact is stable. Set a rule: if a campaign exceeds twice the target cost per contact over two weeks, pause it for review. description: "Google Ads is Google's advertising platform: you buy ads shown in search results and on the Display network, and pay per click or conversion. For a Moroccan SME, expect from 100 MAD per day of media budget and 3,000 to 12,000 MAD per month for professional campaign management." costs: - item: "Monthly media budget (search)" price: 3,000 – 15,000 MAD / month (approx. 270 – 1,400 €) note: "From 100 MAD per day; increase gradually to let the algorithm learn" - item: "Account management by a provider" price: 3,000 – 12,000 MAD / month (approx. 270 – 1,100 €) note: "Structure, optimisation, reports; often indexed on the media budget" - item: "Single campaign setup" price: 2,500 – 8,000 MAD (approx. 230 – 730 €) note: "Account, conversions, ads, extensions and tracking" - item: "Audit of an existing account" price: 2,000 – 6,000 MAD (approx. 180 – 550 €) note: "Structure, negative keywords, conversions, cost per contact" - item: "Landing page dedicated to the campaign" price: 3,000 – 10,000 MAD (approx. 270 – 900 €) note: "The landing page often matters more than the ads" - item: "Banners and visuals for the Display network" price: 1,500 – 5,000 MAD (approx. 140 – 450 €) note: "Several formats in a fitting design" when: - You want clients quickly, without waiting several months for organic search results - Your clients already actively search for your product or service on Google - You have a website or sales page able to turn visitors into enquiries - You are testing demand for a new product or a new city - You already spend on advertising without knowing which campaigns bring in clients mistakes: - "Launching campaigns without conversion tracking: you then optimise for clicks, not enquiries" - "Using one ad group for all terms: ads become generic and cost per contact rises" - "Targeting all of Morocco from the start when the service is local: wasted budget on areas you don't serve" - "Pausing a campaign after a few days: the algorithm needs volume and time to learn" - "Refreshing ads without ever adding negative keywords, letting irrelevant traffic through" - "Sending clicks to the home page instead of a page dedicated to the advertised offer" faq: - q: "What minimum budget is needed to start on Google Ads in Morocco?" a: "Allow at least 100 MAD per day, about 3,000 MAD per month of media budget, to get enough data within a few weeks. For management, often add 20 to 30 % of the media budget, with a floor of 2,500 to 3,000 MAD per month." - q: "Can you pay in dirhams?" a: "Yes, Google Ads accepts MAD for accounts billed in Morocco, but the account-wide currency is chosen at creation, often in euros or dollars, and cannot be changed afterwards. Also check your bank card's conversion fees." - q: "Which objectives should you choose without an e-commerce site?" a: "The 'calls', 'forms' and 'WhatsApp messages' objectives work very well for services: crafts, B2B, home services, healthcare. They are often more profitable than an online sales campaign." - q: "How quickly does the first enquiry arrive?" a: "On well-targeted commercial searches, the first clicks arrive within 24 to 48 hours and the first enquiries within the first week. Quality then improves with optimisation, generally after 4 to 6 weeks." - q: "Is Google Ads the right advertising for my local business?" a: "Often yes, provided you work on local visibility: location extensions, ads within a limited radius and a link to your Google Business profile. For some visual products, Meta Ads can be more profitable; ideally test both over a short period." EOF echo

When this guide is for you

• You want clients quickly, without waiting several months for organic search results
• Your clients already actively search for your product or service on Google
• You have a website or sales page able to turn visitors into enquiries
• You are testing demand for a new product or a new city
• You already spend on advertising without knowing which campaigns bring in clients

Step by step

1. Set up conversions and tracking — Install the Google tag, define the important actions (calls, forms, WhatsApp messages, purchases) and check that each one is recorded before spending anything.
2. Keyword research — Build tight ad groups around specific searches, add negatives, and leave out generic terms that bring traffic with no intention to buy.
3. Ads and landing page — Write ads that match the search and the offer, and point each campaign to a dedicated page rather than the home page.
4. Start on one offer and one or two cities — Launch with a controlled budget (from 100 MAD a day), a call extension and location targeting, and let the algorithm learn for a few weeks.
5. Optimise on cost per contact — Review search terms weekly, pause campaigns that exceed twice the target cost per contact over two weeks, then expand to other offers and cities.

What it costs (in MAD)

Service	Indicative price	Good to know
Monthly media budget (search)	3,000 – 15,000 MAD / month (approx. 270 – 1,400 €)	From 100 MAD per day; increase gradually to let the algorithm learn
Account management by a provider	3,000 – 12,000 MAD / month (approx. 270 – 1,100 €)	Structure, optimisation, reports; often indexed on the media budget
Single campaign setup	2,500 – 8,000 MAD (approx. 230 – 730 €)	Account, conversions, ads, extensions and tracking
Audit of an existing account	2,000 – 6,000 MAD (approx. 180 – 550 €)	Structure, negative keywords, conversions, cost per contact
Landing page dedicated to the campaign	3,000 – 10,000 MAD (approx. 270 – 900 €)	The landing page often matters more than the ads
Banners and visuals for the Display network	1,500 – 5,000 MAD (approx. 140 – 450 €)	Several formats in a fitting design

Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.

Mistakes to avoid

• Launching campaigns without conversion tracking: you then optimise for clicks, not enquiries
• Using one ad group for all terms: ads become generic and cost per contact rises
• Targeting all of Morocco from the start when the service is local: wasted budget on areas you don't serve
• Pausing a campaign after a few days: the algorithm needs volume and time to learn
• Refreshing ads without ever adding negative keywords, letting irrelevant traffic through
• Sending clicks to the home page instead of a page dedicated to the advertised offer

Updated on 20 October 2026

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