A useful Google Ads audit in Morocco does not fit into fifteen minutes of screen sharing. Instead, it opens the account, the conversions, the search terms, the negatives and the landing pages. It also checks how the money splits between searches that buy and searches that only browse.
French version: Audit Google Ads Maroc : ce que l’audit regarde (same checklist, written for French readers).
In Morocco, I often see the same leaks. For example, there are too many generic searches, Performance Max launched too early, and tracking that counts “conversions” that are not leads. On top of that, the home page is often used as a landing page.
Hotels still pay too much to OTAs because the campaign is not built for direct bookings. Clinics get ads rejected under the healthcare policies. Meanwhile, luxury real estate targets too broadly and attracts browsers.
So the audit I deliver is a document. It says what leaks, what we stop, what we rebuild, and in which order. Only after that do we talk about fees.
1. Google Ads audit Morocco: conversions first
Before judging a campaign, you need to know what it measures. That is why the audit always starts with conversion tracking, not with bids.
- Which actions count as conversions? A sent form, a call, a WhatsApp click or a booking all count. However, a page view or a scroll is not a lead.
- Duplicates. For instance, the same conversion imported from GA4 and also tagged in Google Ads inflates the numbers.
- Primary and secondary conversions. Automated bidding optimises for what you feed it. Therefore, a wrong primary conversion pushes the whole budget in the wrong direction.
- Calls and WhatsApp. In Morocco, many leads come by phone. See call tracking for Google Ads in Morocco.
Google explains the basics in About conversion measurement (Google Ads Help). If tracking is wrong, the rest of the audit must be read with care. For the set-up itself, see GA4 conversions for Google Ads in Morocco.
2. Search terms and negative keywords
Next, the audit opens the search terms report. Google describes it in About the search terms report (Google Ads Help). This is where you see what people really typed before they clicked.
- Searches that spend but never convert.
- Off-target searches: jobs, training, “free”, unwanted competitors, other cities.
- Broad match keywords without solid negatives.
- Negative lists that are missing, or applied at the wrong level.
This work is done search by search, not with a copied list. For the method, see Google Ads negative keywords in Morocco.
3. Structure, budget and bidding
Then the Google Ads audit in Morocco looks at how the account is built. A good structure separates intents. As a result, the budget goes to what sells, not to what brings volume.
- One campaign per clear intent (brand, service, city, sector), without mixing everything.
- How the budget is shared between campaigns, and which campaigns are limited by budget in the wrong place.
- The bidding strategy compared with the real conversion volume.
- Location targeting: presence in the area, or simple interest in the area.
- Languages and ads in French, English or Arabic, depending on the target clients.
Performance Max: too early or well framed?
Performance Max can help. However, when it runs without reliable conversions or exclusions, it spends where spending is easy. For hotels, see Google Ads for hotels in Morocco.
4. Landing pages
Every paid click lands on a page. If that page does not answer the search, the money is lost, even with a clean account.
- The home page used for every ad, instead of one page per offer.
- An ad message that differs from the page message.
- A slow mobile page, or a form that is too long.
- Call and WhatsApp buttons that are missing, or not tagged.
To fix this point, see landing pages for Google Ads in Casablanca.
5. What a Google Ads audit in Morocco checks by sector
Leaks are not the same everywhere. So here are the points I check first, depending on the sector.
- Hotels: the share of direct bookings against OTAs, the brand campaign and booking tracking. See Google Ads for hotels.
- Clinics: compliance with Google’s Healthcare and medicines policy, rejected ads and medical pages. See Google Ads for clinics in Morocco.
- Luxury real estate: targeting that is too broad, lead qualification and costly browsers. See Google Ads for luxury real estate.
- Spas and local services: the serving area, ad schedule, calls and consistency with the Google Business Profile. See Google Ads for spas.
6. The deliverable: a document, not an impression
At the end of the Google Ads audit in Morocco, you receive a written report. It does not just list problems. Instead, it says what to do and in which order.
- What leaks: spend with no return, with evidence from the account.
- What we stop: campaigns, keywords or settings to cut right away.
- What we rebuild: tracking, structure, pages and negatives.
- The order: first measurement, then structure, and only then scale.
The account stays in your name during and after the audit. Also, the audit promises no position and no ROAS. For budget context, see Google Ads cost in Morocco. To choose who manages the account next, read Google Ads agency vs expert Morocco.
7. FAQ: Google Ads audit Morocco
How long does a Google Ads audit take?
The Acharki Digital free audit, for qualified prospects, is a structured review of 60 to 90 minutes. It is delivered as a written report.
Do I need to give you access to my account?
Yes, read-only access is enough for the audit. You keep ownership of the account, and you can remove access at any time.
Does the audit commit me to working with you?
No. The report is yours, whether we work together afterwards or not. Only then do we talk about fees.
8. Request a Google Ads audit in Morocco
Is your account spending without you knowing exactly where? Then request the free audit. We reply within 24 business hours with the next step.
- Request the free audit
- WhatsApp: +212 607 141 004
- Email: contact@acharkidigital.com
- Method: Google Ads management · about Mohamed Acharki
— Mohamed Acharki, Acharki Digital (Casablanca)