A Casablanca shop runs a Meta campaign for Black Friday. Clicks come in, but nobody knows how many orders or WhatsApp messages they produced. The budget is not the problem: the missing method and tracking are. (Illustrative example.)
This Google Ads and Meta Ads checklist helps SMEs, online stores, schools, developers and B2B companies running Google, Meta or TikTok campaigns in Morocco pay for customers, not just clicks.
This first part sets the basics: how to use the guide, Morocco's key figures, the budget worksheet, the KPIs to track and a 90-day action plan. Want an opinion on your campaigns? Visit our contact digital agency Morocco page.
How to use this Google Ads and Meta Ads checklist
Read the guide in order, but each section also works on its own. Copy it into a shared document and tick each action once it is done.
- Fill it in as a pair: management (goals, margins, budget) and the person running the campaigns
- Note the date and the owner of each action
- Come back to it before each peak season: Ramadan, Eid, back to school, the summer return of Moroccans abroad, Black Friday
Key figures
In Morocco, the vast majority of the population is online. Meta and TikTok offer very wide reach, while Google captures buying intent.
| Platform | Ad reach, end of 2025 | Best used for |
|---|---|---|
| 22.8 M | Broad audiences, promotions, lead forms | |
| YouTube | 21.6 M | Video, awareness, remarketing |
| TikTok | 16.7 M (18+) | Short formats, young adults, awareness |
| 15.1 M | Visuals, Reels, fashion, beauty, lifestyle | |
| Snapchat | 7.64 M | Young audiences |
| 6.9 M members | B2B, recruitment |
Source: DataReportal, Digital 2026: Morocco. Ad reach is not the number of active users. Google mainly serves people who are already searching for your product or service.
Budget planning worksheet
Fill in this worksheet before launching or asking for a quote. It stops you from betting everything on one network or forgetting tracking.
| Item | What it covers | Your monthly budget |
|---|---|---|
| Google Search | People searching for your offer | |
| Meta (Facebook, Instagram) | Reach, lead forms, WhatsApp messages | |
| TikTok | Awareness, short formats | |
| Remarketing | Visitors who have not bought yet | |
| Ad creative | Visuals, videos, copy | |
| Management and tracking | Settings, tests, reports |
KPIs to track every month
| KPI | What it tells you | Where to read it |
|---|---|---|
| Cost per lead | What a contact costs (form, call, WhatsApp) | Google Ads, Meta, CRM |
| Cost per sale | What a real customer costs | CRM or order tracking |
| Landing page conversion rate | Whether the page turns visitors into contacts | Website analytics |
| WhatsApp clicks and calls | Contacts that skip the form | Conversion tracking |
| Response time | Whether the sales team answers fast | CRM, WhatsApp Business |
| Budget share per network | Whether money goes where it pays | Monthly report |
Your 90-day action plan
| Period | Goal | Actions |
|---|---|---|
| Days 1 to 30 | Measure correctly | Account access, conversion, call and WhatsApp tracking, landing pages |
| Days 31 to 60 | Launch cleanly | Google Search campaigns, Meta or TikTok campaigns, first creative tests |
| Days 61 to 90 | Optimise | Cut what does not sell, scale what sells, prepare the next peak season |
Part 2 gives the five detailed checklists to tick: accounts and access, conversion tracking, Google structure, Meta and TikTok campaigns, landing pages.
