Media Buyer in Morocco: Role, Contract and Best Practices

A clothing shop launches its Eid collection, pays for Instagram ads, and three weeks later can’t say what that money brought in. The platform is rarely the problem. The problem is a role nobody defined and an agreement nobody wrote down. A media buyer in Morocco is the person who buys paid advertising (Meta, Google, TikTok and so on) for an advertiser, manages the budget and reports on results. This guide covers what the job involves, what a contract should include, and good practice on both sides: the client who pays and the media buyer who spends. It complements our page on the tool for agencies and community managers who handle several clients.

Last updated: November 2026.

What does a media buyer do day to day?

A media buyer turns a budget into campaigns you can measure. In digital work, that mostly happens inside the platforms’ ad managers. A media buyer job listing posted on Jobsquare in Casablanca in November 2026 sums up the role: design, run and optimise Meta Ads and Google Ads campaigns, track the metrics, optimise budgets and return on investment, and report regularly.

• Before a campaign: turn the client’s goal (sales, messages, bookings) into campaigns, audiences and a budget.
• During: check spend every day, pause what isn’t working, and back what is.
• After: explain the results with the right metrics. Jobsquare’s guide to acquisition jobs (updated October 2026) lists CAC, ROAS, LTV and cost per lead (CPL).

To read those numbers correctly, our guide to social media performance metrics explains each one.

Media buyer, community manager, media planner: who does what?

These roles often overlap in one small team, which is where misunderstandings start. The community manager handles organic presence; the media buyer handles paid reach.

Role	Main goal	Typical tools	Deliverable
Community manager	Keep accounts active and answer the community	Scheduling tool, inbox, design	Posting calendar, replies, engagement report
Media buyer	Get paid results at the lowest cost	Meta, Google and TikTok ad managers	Live campaigns, spend tracking, results report
Media planner	Decide where and when to invest	Audience research, media plan	Media plan by channel and period

Freelancers in Morocco often do all three. That works if the contract keeps organic and paid work clearly apart. If you’re coming from community management, our guide on how to become a community manager in Morocco covers the basics.

Employee, freelancer or agency: which setup?

Public salary data is scarce and often based on few responses. As a single reference point, the Jobsquare listing above offered MAD 8,000–12,000 a month for 3 to 5 years of experience. One listing isn’t a pay scale, so compare several recent ones.

• Employee: one advertiser, steady budgets, terms set by the employment contract.
• Freelancer: several clients, often under Morocco’s auto-entrepreneur status. Check current conditions on the official auto-entrepreneur portal. For pricing, see our guide to freelance social media manager rates in Morocco.
• Agency: a team, processes and a more formal relationship. The sector is getting organised: in February 2026 the UACC, which says its 52 member agencies account for more than 85% of national advertising activity, signed an agreement with the CNDP (Morocco’s data protection authority) and the GAM (the advertisers’ association) on personal data (CNDP press release).

What should a media buying contract include?

A media buying contract settles who spends, who decides and who owns the accounts. A guide from UK law firm Sprintlaw (June 2026) offers a useful checklist of clauses as a starting point. The law that applies is your contract’s, so have a Moroccan lawyer review the document.

1. Scope: which platforms, how many campaigns, who supplies visuals and copy.
2. Agent or principal: does the media buyer buy in the client’s name, or in their own name and re-invoice? The first is more transparent.
3. Ad spend separate from fees: the ad budget goes to the platforms, the fee to the media buyer. Two lines, two invoices.
4. Caps and approvals: a monthly maximum, and a threshold above which any increase needs written approval.
5. Account ownership: the ad account, pixel, audiences and history belong to the client. Meta supports this through partner access to a business portfolio: the client keeps control and can remove access.
6. Personal data: if customer lists are uploaded to build audiences, Moroccan law 09-08 applies. State who is responsible for that data.
7. Reporting: frequency, metrics and format.
8. Ending the engagement: notice, final report, access removal, handover of files.

How do media buyers charge?

There’s no official scale. Each common model shapes the relationship differently:

Model	Advantage	Watch out for
Fixed monthly fee	Predictable cost for the client	Define how many campaigns are included
Percentage of ad spend	Tracks the workload	Rewards spending more: set a cap
Fee plus performance bonus	Aligns interests	A measurable goal agreed in writing
One-off project (audit, setup)	Easy way to start	Who runs things afterwards?

What should the paying client do?

• Keep ownership: create the ad account in your business’s name, pay the platform with your own payment method and grant partner access. Never share your password.
• One goal, one metric: “30 WhatsApp enquiries a week” can be measured; “more visibility” can’t.
• Share information on time: stock, prices, delivery times, promotion dates.
• Be ready to reply: ads bring messages and comments, and slow replies waste the spend. Our guide to social media customer service helps you organise it.
• Keep posting: an empty profile doesn’t reassure anyone, even behind a good ad.

What should the media buyer do?

• Nothing without writing: brief, budget and contract agreed before the first dirham is spent.
• Test small, then scale: several visuals and messages on a small budget, then put money behind what works.
• Speak the end customer’s language: Darija, Modern Standard Arabic or French depending on the audience. Our guide to Darija or Modern Standard Arabic on social media helps you choose.
• Plan for peak dates: Ramadan, Eid, back to school. The Morocco marketing calendar lists what to prepare.
• A readable report: spend, results, cost per result, and next week’s decision.
• No promised numbers: results depend on the offer, the price and how fast messages get answered, not just on settings.

If you handle several advertisers, our guide to managing social media for multiple clients sets out a structure that lasts.

A fictional example: Yassine, a media buyer in Marrakech

A fictional example. Yassine freelances for a caftan shop. Before any spend, the owner creates the ad account in the shop’s name, adds her card and gives Yassine partner access. Their contract separates his fee from the ad budget, sets a monthly cap and calls for a report every Monday. Yassine tests three visuals in Darija and French, keeps the best two and warns the owner before Eid so she can restock. Meanwhile the shop’s community manager keeps the organic posts going. When the engagement ends, the shop keeps its account, its pixel and the full history.

Which mistakes should both sides avoid?

• Leaving the ad account in the freelancer’s or agency’s name.
• Mixing ad spend and fees into one amount.
• Launching a campaign without a measurable goal.
• Judging a campaign after two days.
• Forgetting to remove access when the work ends.
• Ignoring the messages the ads bring in.

Your 7-day plan to start working together

1. Day 1: write down the goal, the metric and the maximum monthly budget.
2. Day 2: create or check the ad account in the client’s name, and the payment method.
3. Day 3: sign the contract (scope, fees, caps, ownership, ending).
4. Day 4: grant partner access and set up or check conversion tracking.
5. Day 5: prepare visuals and copy in the audience’s language.
6. Day 6: launch small-budget tests and organise message replies.
7. Day 7: first short check-in: spend, early signals, planned changes.

In short

A good media buyer is judged on clarity as much as results: a written goal, a separate budget, an account in the client’s name and a regular report. Paid and organic work go together. Postilik doesn’t run ad campaigns; it covers the organic side, with post scheduling for each client, a calendar of occasions and an inbox for Instagram and Facebook messages and comments. To try it, request a Postilik account. Accounts currently open by request.