The question everyone asks
"How much does Facebook advertising cost?" It is one of the first questions we hear. And the honest answer is: it depends. That is not very useful on its own, so here are the real metrics to understand before you spend a single dirham.
The 3 metrics that govern Facebook advertising
CPM (Cost Per Thousand Impressions)
CPM measures how much you pay for your ad to be seen 1,000 times. In Morocco, CPMs are generally lower than in Europe or the United States — good news for local budgets. On targeted Moroccan audiences, a CPM of 10 to 40 DH is common depending on the sector and the season. Ramadan and public holidays push bids up.
CPC (Cost Per Click)
CPC measures how much you pay each time someone clicks your ad. A good CPC depends entirely on what happens after the click. If your landing page converts well, a CPC of 2 DH can be excellent. If nobody signs up or buys after clicking, even 0.50 DH is a waste.
ROAS (Return On Ad Spend)
ROAS is the ratio between what you earn and what you spend on ads. A ROAS of 3 means every dirham spent on advertising brings back 3 DH in revenue. For an e-commerce business with healthy margins, a ROAS of 2.5 to 4 is often viable. Below 1, you are losing money.
Do not look at what you spend — look at what you earn per dirham spent.
The 5 mistakes that torch a budget in 48 hours
1. Targeting all of Morocco with a 200 DH budget
With 200 DH, targeting 37 million Moroccans gives your ad so little visibility that the algorithm can never optimise. Result: you burn your budget on cold audiences without a single useful signal. Start small and geographically precise — your city, your neighbourhood, a 20 km radius around your business.
2. Stopping a campaign after 3 days
Facebook Ads needs data to optimise. The learning phase typically lasts 7 to 14 days and requires 50 to 100 conversions (or clicks, depending on your objective) to calibrate the algorithm. Cutting a campaign at day 3 because results are "not great" is like judging a dish after the first bite — before the flavours have had time to develop.
3. Sending people to your homepage
Your homepage speaks to everyone. It convinces no one to take a specific action. Every campaign should point to a specific page with a single goal: book, call, buy, sign up. A dedicated landing page can double or triple your results with the same budget.
4. Never testing multiple visuals
On Facebook, the visual is responsible for 80% of an ad's success. A professional photo can outperform a mediocre one by ten times on the same audience with the same text. Always test at least two different visuals simultaneously. The algorithm quickly identifies which one wins and concentrates the budget there.
5. Ignoring retargeting
Most people who visit your site or interact with your page do not convert the first time. Retargeting lets you reach only those people — who have already shown interest — with a specific ad. Costs are lower and conversion rates are far higher, because you are no longer talking to strangers.
What is the minimum budget for real results?
For a local business in Morocco looking to test Facebook advertising seriously, we recommend a minimum of 500 DH per month as a starting point for getting usable data. Below that, the algorithm lacks the signals it needs to optimise.
In TechMative's packs, the ad budget is included from the start — the Bidaya pack at 350 DH/month includes 70 DH of managed ad spend, the Nizam pack at 1,350 DH/month includes 300 DH. You do not have to manage campaigns yourself: our system deploys, monitors, and adjusts them automatically through our centralised Meta agency account.
If you manage your own campaigns, the key is to start small, measure rigorously, and only increase the budget on what is already working. Facebook advertising is not a vending machine — it is a tool that rewards patience and discipline.
Ask us your questions — we analyse your situation for free.
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