Meta Ads vs Google Ads in Morocco: which to choose?
Meta creates demand, Google captures it. But in practice, the right choice depends on 5 precise factors.
Every week a business owner asks: "I have 10,000 MAD in ads budget, Meta or Google?" Short answer: depends. Long answer: how to decide in 5 minutes.
Meta Ads: create demand
Facebook and Instagram reach 19M active Moroccans. User is scrolling, not searching. Your ad creates a need. Ideal for fashion, beauty, F&B, lifestyle.
Google Ads: capture demand
User types an active query. Your ad meets an existing need. Ideal for pro services (lawyer, accountant, doctor), urgency, B2B.
Moroccan ad costs
- Meta CPM: 15-45 MAD
- Meta CPC: 1-5 MAD
- Google CPC Search: 3-25 MAD
- Google CPC Display: 1-3 MAD
Google costs more per click BUT intent is much stronger — conversion rate often 3-5x Meta.
5 factors to choose
1. Product "demanded" or "discovery"?
2. Average ticket
3. Budget
4. Visual asset
5. Audience
TikTok Ads?
3rd channel rising. Under-35 lifestyle. CPM often 20-30% cheaper than Meta.
The winning mix in Morocco
E-commerce: Meta (70%) + Google Search brand (15%) + Google Shopping (15%). B2B: Google Search (60%) + LinkedIn (25%) + Meta (15%).
Audit your current mix? Let\'s talk.
