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 us: "I have an ads budget, should it go to Meta or Google?" Short answer: it depends. Long answer: how to decide in 5 minutes.
Meta Ads: create demand
Facebook and Instagram reach a large share of Moroccans online. 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.
How the costs compare
Meta charges mostly per thousand impressions or per click, depending on the audience and the creative. Google charges per click, set by auction on each keyword: sector, city and ad quality decide the price. A Google click usually costs more, but the person was already looking for you, so each click is more likely to become a customer. Judge both on cost per lead or per sale, not cost per click.
5 factors to choose
1. Product "demanded" or "discovery"?
Plumber: already searched for, so Google. Lifestyle clothing: needs to be discovered, so Meta.
2. Average ticket
Low ticket: Meta, for volume. High ticket: Google, fewer leads but better qualified.
3. Budget
Small budget: Meta gathers enough data to optimise. Google, with a small budget, often struggles.
4. Visual asset
A product that looks good on Instagram: Meta. A technical product or a service: Google.
5. Audience
Urban professionals over 35: both, with Google first. 18-30: Meta and TikTok. B2B: LinkedIn and Google.
TikTok Ads?
3rd channel rising. Under-35 lifestyle. It needs vertical videos made for it.
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.
