Real estate advertising in Morocco: what it really costs in 2026

Cost per click: 0.80 to 3.50 DH

On Facebook and Instagram, a click on a property ad in Morocco costs between 0.80 and 3.50 dirhams, depending on the city, the season and the quality of the visual. Casablanca and Marrakech sit at the top of the range, Fez, Kenitra and Tangier at the bottom. That is low compared with Europe, and it is what makes the Moroccan market interesting: you can test an ad with 50 DH.

But a click is not a client. The figure that matters is the cost per qualified contact, meaning a buyer who has left their number and their budget.

Cost per lead: 160 to 850 DH depending on the method

Across the campaigns we observed or managed in 2025 and 2026, the cost per real estate lead in Morocco falls into four tiers, and the difference does not come from the budget but from how the campaign is built.

• Broad campaign, no form, sending people to the Facebook Page: about 850 DH per useful contact. Plenty of browsers, few buyers.
• Precise targeting, no dedicated page: about 480 DH.
• Precise targeting with a page or form dedicated to the property: about 260 DH.
• A qualification form (budget, property type, timeframe) before the WhatsApp conversation: about 160 DH per qualified contact.

A realistic monthly budget for an agency

For an agency with 10 to 30 active listings, a budget of 100 to 150 DH a day, or 3,000 to 4,500 DH a month paid directly to Meta, is enough to get 20 to 30 qualified contacts a month if the form and the creative are done well. For a developer selling an entire project, it goes up to 300 DH a day.

On top of that comes management: at Loumads, a fixed monthly fee, quoted after the audit based on volume, with setup included in the first month. Set against 20 to 30 identified buyers a month, a single sale pays for the year.

What brings the bill down, and what pushes it up

Three things reliably lower the cost per lead: a real photo of the property rather than a generic visual, a three-question form before WhatsApp, and a callback within the hour. Three things raise it: the “profile visits” or “Page likes” objective, no pixel on the website, and ads that show five properties at once.

The most common mistake we find in audits: campaigns set to the profile visits objective. They bring in thousands of visits and two or three conversations. The budget is spent, and the lead ends up with nobody.

How it compares with property portals

A subscription on a listings portal costs anywhere from a few hundred to a few thousand dirhams a month, depending on the number of listings. A contact who comes through a portal has often written to several agencies at the same time. A contact who comes through your ad lands on your WhatsApp, with their budget, and nobody else has them. In 2025, portals accounted for about 9% of real estate leads in Morocco, Meta ads for about 43%.