A training centre in Casablanca launches a Facebook campaign. Enquiries come in, but the sales rep only calls a few of them back the same day; the others wait until the end of the week. A month later, the team decides that "the leads are bad". Often the problem is not the advertising: it is the response time and the lack of follow-up.
This lead generation checklist helps service SMEs, training centres, clinics, real estate agencies and B2B companies in Morocco generate prospects who become customers. This first part sets the framework: key figures, budget, the metrics to track and a 90-day plan. The second part brings together the checklists to tick. To talk it through with us, use our contact digital agency Morocco page.
How to use this guide
Read it with the person who runs marketing and the person who calls prospects back. Every item that is not settled gets an owner and a date.
- Part 1 (here): understand the context, set a budget, choose your metrics and plan.
- Part 2: tick, step by step, what is ready and what is still to do, from defining a qualified lead to cost per sale.
The idea is simple: a lead only has value if it becomes a customer. So the guide follows the whole journey, from the ad to the sale, not just the number of forms received.
Key figures for your lead generation checklist
Three figures to keep in mind before you launch a campaign:
For many customers in Morocco, WhatsApp is the natural place to talk: a click-to-WhatsApp button and a fast reply often make the difference. Forms, WhatsApp and the CRM must, however, comply with Law 09-08 on personal data protection, supervised by the CNDP.
Budget planning worksheet
Fill in this worksheet with your own amounts. The prices shown are the "starting from" rates published today on our service pages; the final price depends on the quote, and the site does not say whether prices include tax.
| Item | Hello World benchmark (starting from) | Your budget | Owner |
|---|---|---|---|
| Google and Meta campaign management | Lead generation: 7,000 Dhs + 30% of the ad budget (2 campaigns, 2 months), 15,000 Dhs + 25% (4 campaigns, 3 months), 30,000 Dhs + 20% (10 campaigns, 4 months). The first pack is reserved for companies in their first 24 months. | ||
| Ad budget (Google, Meta, TikTok) | Paid on top, directly to the platforms | ||
| Landing page and forms | Depending on the need: the lead generation page states that the landing page and advanced creative may be charged extra | ||
| WhatsApp agent and automatic replies | AI solutions: Pilot offer from 15,000 MAD (1 AI solution in 4 weeks, 1 simple integration, 30 days of support) | ||
| CRM and tracking tools | Depending on your tools |
KPIs to track every month
You do not need dozens of numbers. These metrics are enough to see where things get stuck:
| Metric | Where to find it | What it tells you |
|---|---|---|
| Leads received by source | CRM, forms, WhatsApp | Which channels bring enquiries? |
| Time to first response | CRM, WhatsApp Business | Are prospects called back quickly? |
| Share of qualified leads | CRM | Do enquiries match your ideal customer? |
| Meetings and quotes sent | CRM, calendar | Are conversations moving forward? |
| Lead-to-sale conversion rate | CRM, invoicing | How many leads become customers? |
| Cost per lead and cost per sale | Budget ÷ leads, budget ÷ sales | What does a customer cost, channel by channel? |
Your 90-day action plan
| Period | Actions |
|---|---|
| Days 1 to 30 | Write down what a qualified lead is, choose a single offer, build or rebuild the landing page, track forms and WhatsApp clicks, check consent (Law 09-08) |
| Days 31 to 60 | Launch a campaign on one channel only, set a response time and a follow-up sequence, log every lead in the CRM with its source and status |
| Days 61 to 90 | Work out the cost per sale of each channel, cut what does not sell, scale what does, test automating the first WhatsApp replies |
Need help putting this into action?
Hello World has worked with companies in Morocco for 16 years, with more than 900 projects delivered. The clients shown on our case studies page include Mr Bricolage, Daba Pneu, Urban Jump and Master Foot.
We start with an audit of your campaigns, your forms and how you follow up enquiries. (+212 6 75 47 20 01)
