What budget for Facebook Ads and Meta Ads in Morocco? The calculation, not an average

‘How much should I put into Facebook?’ The honest answer starts with another question: how much does a customer cost you, and how much do they bring in? Meta lets you launch a campaign with a few dirhams a day. That technical minimum has almost nothing to do with the useful minimum.

The technical minimum and the useful minimum

A campaign launched with a tiny budget starts normally: impressions come in, a few clicks, then nothing. It is not that the ad does not work. It is that the algorithm has not received enough results to understand who to show it to.

Meta says so in its documentation: an ad set stays in the learning phase until it has obtained about 50 optimisation events — purchases, contact requests, sign-ups — over a seven-day period. During this phase, delivery is trial and error, and each result costs more than it will later.

The calculation, in three lines

• Estimate the cost of a result: a contact request, a booking, a purchase. Without any history, start from a cautious assumption, and correct it after two weeks of delivery.
• Multiply by 50: that is the weekly volume that allows an ad set to learn.
• Multiply by four weeks: you get the monthly budget that gives a campaign a real chance.

When the resulting budget is more than you can spend, do not lower the figure: change the event. Optimising for a more frequent action — a click to WhatsApp, a visit to the contact page — makes it possible to reach 50 events with less money. The signal is less precise, but the campaign learns, which is better than a precise campaign that never learns.

Why a small budget gets spread too thin

The most common mistake is not a budget that is too small, it is a budget that is split too many ways. Four campaigns at MAD 50 a day learn nothing; a single campaign at MAD 200 a day has a chance of learning. Every split — one campaign per city, per audience, per format — divides the results the algorithm receives.

Better one well-fed campaign than four starving ones.

What should vary at the start is the videos, not the audiences. Four videos testing four different angles within the same campaign give Meta something to choose from, without dividing the budget.

What is specific to Morocco

• The payment card. Check with your bank that it is enabled for international online payments: a declined card is the most mundane reason for a campaign stopping without warning.
• The area. Meta lets you target a city — Marrakech, Casablanca — or a radius around your address. For a neighbourhood business, a radius of a few kilometres is better than the whole country.
• The foreign audience. A residence, a riad or a service for non-residents may target people living in France or Belgium: the budget must then allow for a cost that is often higher in those markets.
• The language. A video in French does not speak to the same audience as a video in Darija. Choosing the language is a choice of target before it is a choice of translation.
• VAT. Since 1 October 2026, Meta adds 20% VAT to ad purchases on accounts whose country of sale is Morocco and that have no tax ID on file. A business can enter its tax ID in the account's payment settings: Meta then stops adding the VAT, but the business declares it itself, under the reverse-charge mechanism. Either way, include it in the budget.

What the ad budget does not pay for

The ad budget goes to Meta, from your account, with your card. It does not pay for the videos, the campaign management or the page that receives the enquiries. A quote that gives an ‘all-inclusive’ amount without separating these lines leaves you guessing what actually goes into advertising. It is one of the eight questions to ask when choosing an agency.

What we recommend to start

For a business starting out on Meta, we recommend an ad budget of €800 to €1,500 (≈ MAD 8,800 to 16,500) a month, concentrated on a single campaign and four videos testing four angles. This budget is paid directly to Meta. Our Meta campaign management is billed separately, at €490 (≈ MAD 5,400) a month per platform, and a video ad at €390 (≈ MAD 4,300).