In short: choose Google Ads when customers are already searching for you ("plumber Marrakech", "car hire Menara airport"). Choose Meta Ads (Facebook and Instagram) when you need to make them want it: restaurants, décor, fashion, events, new real estate. Many businesses benefit from combining both.
The comparison at a glance
| Google Ads | Meta Ads | |
|---|---|---|
| Intent | Customer looks for a solution | Customer discovers your offer |
| Format | Text ads, Maps, YouTube | Images, videos, Reels, stories |
| Targeting | Keywords, location | Interests, age, location, lookalike audiences |
| Best for | Urgent or compared services | Visual products, launches, awareness |
| Typical goal | Calls, quote requests | WhatsApp messages, visits, sales |
Which to choose for your sector?
- Trades, repairs, clinics, lawyers: Google Ads. Demand exists; you need to be at the top at the right moment.
- Restaurants, cafés, spas: Meta Ads to create desire, backed by a well-kept Google Business Profile.
- Riads and hotels: Google to capture people looking for accommodation in Marrakech, Meta to retarget your website visitors.
- E-commerce and brands: Meta Ads for discovery, Google Shopping once your products are searched by name.
- Real estate: Meta Ads with a form or WhatsApp to generate qualified leads.
What budget to start with?
There's no magic figure, but there is a rule: you need enough budget for the platform to learn. Plan at least 4 weeks of continuous delivery before judging a campaign, and a steady daily budget rather than one-off bursts. Our advertising service starts at 2,000 MAD: we recommend a budget suited to your goal before launching anything.
Costly mistakes
- Boosting a random post instead of building a real campaign with a goal.
- Sending traffic to the homepage rather than a page dedicated to the offer.
- Forgetting WhatsApp: in Morocco, a "Send message" button often converts better than a form.
- Measuring nothing: without conversion tracking, you can't know which ad pays off.
- Stopping too early: the first days are the algorithm's learning phase.
Our method
We set a measurable goal (calls, messages, sales), create visuals and copy in French and Arabic, then optimise every week. You get a clear report: how much you spent and how many enquiries it generated.
See our Meta & Google Ads service or ask for an audit of your campaigns.