The Morocco Digital Marketing Barometer 2026 summarizes 400 campaigns managed by Richmedia between 2022 and 2026. It provides practical benchmarks for budgets, channels, acquisition costs, leads, WhatsApp, Google Ads, Meta Ads and performance measurement.
This barometer is not a declarative survey. It aggregates performance observed on digital campaigns managed by Richmedia in Morocco: acquisition, awareness, lead generation, WhatsApp, e-commerce, influence, drive-to-store and reporting.
Sample structure
The 400 campaigns cover several sectors and several objectives. Education and real estate are strongly represented because these sectors often activate lead generation systems in Morocco.
| Sector | Campaigns | Sample weight | Business reading |
|---|---|---|---|
| Education | 88 | 22% | Strongly represented in acquisition campaigns. |
| Real estate | 72 | 18% | Strongly represented in acquisition campaigns. |
| Automotive | 53 | 13.3% | Strongly represented in acquisition campaigns. |
| Retail / Grocery | 52 | 13% | Strongly represented in acquisition campaigns. |
| FMCG | 42 | 10.5% | Present, with more varied objectives. |
| Tourism | 33 | 8.3% | Present, with more varied objectives. |
| Banking / Insurance | 24 | 6% | Present, with more varied objectives. |
| Other | 36 | 9% | Present, with more varied objectives. |
Channels activated: Meta drives volume, Google captures intent
One campaign can activate several platforms. The shares below show how often each channel appears in the 400 campaigns, not a market share split.
Global performance reading
These averages give an order of magnitude. They should not be used as universal benchmarks: the sector, offer, audience, landing page and level of qualification strongly change the reading.
16M clicks from 1.6B impressions.
25M MAD invested / 16M clicks.
25M MAD invested / 553,000 leads.
553,000 leads from 16M clicks.
Meta Ads and Google Search benchmarks
Meta Ads generates the highest volume in the sample. Google Ads appears less often, but closer to expressed intent, especially on searches tied to a concrete need.
Meta Ads
A volume lever, highly dependent on creative, targeting and post-lead qualification.
Google Search
An intent lever, often more expensive per click but clearer for active demand.
CPL by sector: cost depends on what is being sold
A retail lead, a real estate prospect, an admission request and an automotive inquiry do not carry the same commercial value. Comparing CPL without qualification creates poor decisions.
WhatsApp, retargeting and commercial quality
130 benchmark campaigns integrated WhatsApp. The channel extends media into interaction: message, click, reply, chatbot, advisor, follow-up and conversion.
WhatsApp in analyzed campaigns
Observed e-commerce conversions
Methodology
Period: 2022 to 2026
Sample: 400 campaigns
Clients: 82 brands and organizations
Media spend: 25M MAD
Volume: 1.6B impressions, 16M clicks, 553,000 leads
Channels: Meta Ads, Google Ads, TikTok Ads, WhatsApp, LinkedIn Ads, influence, programmatic and emailing
These figures are planning references based on Richmedia experience. They are not performance guarantees or universal standards for the Moroccan market.
