LinkedIn Ads
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LinkedIn Ads is advertising to professionals: the target is declared by users themselves (role, company, sector), which makes it a higher-quality channel, but also more expensive than consumer ad networks. ## The cost of a decision-maker is not the cost of a consumer A procurement manager or a general manager cannot be reached for a few dirhams a click. On this channel, the right question is not "how much does a click cost" but "how much does a meeting cost, and how many meetings to sign a contract"? On a B2B offer of 100,000 MAD, a cost per meeting of 800 MAD is not a problem. ## A Moroccan B2B market that is professionalising Businesses in Casablanca, Rabat and Tangier increasingly use LinkedIn as a source of information. Competition on audiences there remains lower than on Meta, which creates a window for B2B providers who work on content and follow-up. ## Linking advertising and sales The best budget is useless if nobody calls a lead back. The meeting pipeline must be connected to the CRM and the phone: a LinkedIn campaign is judged on meetings, not on impressions.When this guide is for you
- You sell to companies, practices, directors or decision-makers
- Your clients are identifiable by job role or sector on LinkedIn
- Your order values or contracts are high and justify a higher cost per contact
- You want to generate qualified meetings rather than mass contacts
- You are recruiting or building awareness in the professional market
Step by step
- Prepare the page and the offer — Update the company page (banner, description, pinned posts) and define an offer that is relevant to a specific role, not to a whole sector.
- Targeting by role and company — Build audiences by job title, seniority, sector, company size and city rather than by broad sector alone, and test two or three audience groups.
- Content and landing page — Write sponsored posts and documents (carousels, short PDFs) adapted to each role, and link to a short meeting request page with proof and client cases.
- Launch and evaluate cost per meeting — Allow a long enough cycle, measure cost per meeting rather than cost per click, and don't cut too early on offers with long sales cycles.
- Connect ads to sales — Send leads to the CRM, call back quickly, and train the sales team on follow-up messages.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Monthly media budget | 8,000 – 20,000 MAD / month (approx. 730 – 1,800 €) | B2B bids in Morocco remain higher than on Meta |
| Campaign creation and management | 4,000 – 12,000 MAD / month (approx. 370 – 1,100 €) | Structure, audiences, creatives and reports |
| LinkedIn page optimisation | 2,000 – 6,000 MAD (approx. 180 – 550 €) | Banner, description, pinned posts |
| Writing sponsored content | 800 – 2,500 MAD / post (approx. 75 – 230 €) | Text, carousel or short document |
| Meeting request landing page | 3,000 – 9,000 MAD (approx. 270 – 820 €) | Proof, client cases, short form |
| Sales team training | 4,000 – 15,000 MAD (approx. 370 – 1,400 €) | Lead follow-up and follow-up message |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Copying a Meta campaign onto LinkedIn: the tone, format and targeting are not the same
- Targeting a whole sector without a specific role: the message misses the decision-maker
- Expecting an immediate conversion on a long sales cycle and cutting the campaign too early
- Measuring cost per click instead of cost per meeting and per deal signed
- Neglecting commercial follow-up: without fast handling, a pending LinkedIn lead is lost
Frequently asked questions
Is LinkedIn Ads suitable for small Moroccan businesses?
Yes, if the clients are companies and the average contract exceeds a few thousand dirhams. For consumer sales, Meta or TikTok is better suited.
What is the minimum budget?
B2B bids and precise targeting make budgets of 3,000 MAD per month of little use. Allow at least 1,000 MAD per week to get data and at least 8,000 MAD per month for a real test.
Which formats give the best results?
Sponsored posts and documents (carousels, white papers) work well for awareness. For meetings, lead gen forms and targeted InMails are often more effective.
How many meetings should you generate?
On a budget of 10,000 MAD per month and a well-targeted B2B offer, 10 to 25 qualified meetings is a reasonable order of magnitude, varying by sector and area.
Do you need content before launching ads?
An up-to-date page and a few recent posts help, but a good client case on the page and on the landing page is often enough to start.
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