“I tried Facebook Ads — it didn’t work.” We hear this from riad owners every month. When we audit their campaigns, the problem is almost never the platform. It’s the targeting.
⚡ Key Takeaways
- Target travel intent, not vague interest in Morocco
- Three layers: awareness → consideration → retargeting
- From 300-500€/month, the structure matters more than the budget
The Golden Rule: Intent, Not Interest
Boosting a post to “people interested in Morocco” wastes money on armchair dreamers. Profitable campaigns target people showing travel intent: frequent travellers, recent flight searchers, lookalikes of your past guests.
Layer 1 — Awareness
Short video ads (your best Reel) shown to travel-intent audiences in your key markets — typically France, Spain, UK, Germany and the US. Goal: cheap video views and profile visits.
Layer 2 — Consideration
Carousel ads showing rooms, rooftop and breakfast — shown only to people who watched 50%+ of your video or visited your Instagram. Goal: website clicks.
Layer 3 — Conversion
Retargeting with a concrete offer (“Free airport transfer on direct bookings”) shown to website visitors who didn’t book. This is where the return is made — typically 4-8x for our clients.
Measure What Matters
Ignore likes. Track three numbers: cost per website visit, cost per booking enquiry, and return on ad spend. If you can’t see those numbers, your pixel isn’t set up correctly — the first thing we fix in every audit.
Stop burning budget on the wrong audience
We’ll audit your ad account for free and show you what to fix first.