The question to ask before setting a budget
The real question isn't 'how much does an ad campaign cost?' but 'how much data do I need to know if it's working?' A budget that's too small doesn't generate enough clicks, leads or sales to draw a reliable conclusion — good or bad.
In practice, a campaign needs enough conversions — typically several dozen — for ad platforms (Google, Meta) to exit their learning phase and start optimizing delivery properly.
How to estimate a realistic test budget
Start from your estimated cost per lead (based on your industry and offer), then multiply it by the number of conversions needed to exit the learning phase. This gives a realistic test budget, not a final one.
This budget varies significantly by industry, competition and offer quality — there is no universal number that applies to every Moroccan business. This is exactly what an initial audit is meant to clarify.
What not to do
Cutting a campaign after 2 or 3 days because it 'isn't working' is the most common mistake. Without a minimum amount of data, it's impossible to tell a bad strategy apart from a budget that's simply too small to judge.
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