We chose to be a studio, not an agency.
Webotic is a Moroccan media buying and lead generation studio founded in Rabat in 2019. Twelve accounts per engineer, server-side tracking included from day one, fees billed in MAD. The work is engineered, not sold.
Server-side tracking validated within 30 days, or the setup is on us.
Webotic is an independent media buying and lead generation studio founded in Rabat in 2019, with a Casablanca secondary studio and no outside capital. It has operated 190+ accounts to date, caps each engineer at 12 accounts, and bills flat MAD retainers rather than a percentage of media spend. Median ROAS reaches +340% over 90 days.
- Independent studio founded in 2019 by Marouane Mohachtou. Rabat HQ, Casablanca secondary studio. No outside capital, no holding-company parent.
- 190+ accounts operated since launch across Morocco, MENA and selected EU clients (Paris, London, Dubai). Active book: 38 accounts under retainer.
- Hard cap of 12 accounts per engineer. Every brand is run hands-on by the person whose name is on the contract — no subcontractors, no offshore desk.
- Server-side tracking (GTM Server-Side + Meta CAPI) deployed on day one of every engagement. Methodology is public, ROAS +340% and CPL −62% are measured across 28 accounts over 90 days.
- Pricing in MAD, flat retainer. We never bill a percentage of media spend — the conflict of interest is structural, not theoretical.
The story — why a studio, not an agency
Webotic started in 2019 around a refusal. Marouane Mohachtou was already running performance campaigns for Moroccan and EU brands as a freelance engineer, and the local agency market was offering two doors: get acquired into a generalist communications shop where media buying is a line item next to logo redesigns, or set up a third agency in the Casablanca-Rabat corridor that wins pitches with PowerPoint and subcontracts the actual ad operations to two interns. Both routes optimise for billing, not for ROAS. The point of friction was specific: a 2018 retainer with a Moroccan retail brand where the contracted agency had quietly outsourced the entire Google Ads account to a Pakistani freelancer paid 180 USD a month. The numbers were predictable. Nobody on the agency side knew the account well enough to defend a decision in a quarterly review. That was the moment of refusal — and the moment Webotic, as an engineering studio with a closed team and no subcontracting clause, became the only honest answer. The model is borrowed from architecture: an atelier carries the name of the engineer-in-charge, takes a fixed number of projects per year, and publishes the work. Six years in, that constraint has held. We have turned down more retainers than we have accepted, because past twelve accounts per engineer the work stops being engineering and starts being account management.
The method — server-side from day one, MAD-only, twelve accounts max
Webotic operates on four non-negotiable principles, and they are non-negotiable because each one solves a specific failure mode we have seen kill Moroccan and EU media accounts. First, server-side tracking is deployed on day one of every engagement — not as an upsell at month four, not as a 'phase 2' line item. Since the April 2021 iOS ATT prompt, between 15 and 20% of Meta and Google conversions vanish from client-side pixels in Morocco. Add another 10 to 15% lost to ad-blockers and Safari ITP, and any account running on browser-side tracking alone is making bid decisions on 65% of its real signal. GTM Server-Side and Meta Conversions API recover 25 to 35% of that loss, and we have measured it across 28 accounts. Second, MAD-only flat retainers. We do not bill a percentage of media spend, ever. A percentage retainer pays the agency more when the client spends more, regardless of whether the spend is performing — the incentive is to upsell budget, not to defend it. Third, the twelve-account cap per engineer. Above that, weekly account-level decisions slip into monthly reviews, monthly reviews slip into quarterly slides, and the engineer becomes an account manager forwarding emails. Fourth, public methodology. Every benchmark we cite — CPM 25-45 MAD on Meta, B2B CPL 20-80 MAD, +340% median ROAS — is sourced from the same 28 active accounts, written up article by article in our archive, with the failures left visible. No proprietary black box, no secret sauce.
- Server-side tracking (GTM SS + Meta CAPI) on every account, day 1, included.
- Flat MAD retainer. Zero percentage of media spend, ever.
- Twelve accounts per engineer — hard cap, enforced by hiring pace.
- Methodology published. Numbers traceable to the account they came from.
- No subcontracting. The engineer whose name is on the contract runs the account.
The team — engineers, not account managers
Webotic is intentionally small. The full studio sits in Rabat with a secondary room in Casablanca for client-facing work, and the headcount is calibrated to the twelve-account-per-engineer ceiling rather than to a growth target. Marouane Mohachtou — founder and engineer-in-charge — still runs accounts personally and signs off on every server-side container that goes into production. The rest of the team is a tight bench of performance engineers, each with their own book of accounts and full decision authority on bidding, budget shifts and creative rotation. There is no 'strategist' layer above them, no junior pool below them. The engineer you meet during the audit is the engineer who will be in your Ads Manager on Monday morning, and who you will call at 4pm on a Friday when a campaign misbehaves before a weekend launch. Hiring is deliberately slow. We grow when an existing engineer hits the twelve-account ceiling and we have already trained the next person internally to take over a portion of the book — usually a six-to-nine-month runway. We have never hired from a pitch agency, on principle: the muscle memory of selling deliverables is hard to unlearn once an engineer has to defend a 40,000 MAD weekly spend decision on a real account. The studio runs in English, French and Arabic, which is the working stack for the MENA-EU corridor. Engineers carry Google Partner and Meta Business Partner credentials individually, not at the agency level. The work is what the engineer puts their name on.
FREQUENTLY ASKED
01Why a studio and not an agency?
An agency optimises for billing — it sells deliverables, scales headcount, and stretches account managers across as many retainers as the spreadsheet will bear. A studio optimises for the quality of the work that leaves the room. Webotic caps every engineer at twelve accounts, doesn't subcontract, doesn't bill a percentage of media spend, and publishes its methodology. The difference is structural, not cosmetic, and it shows up in how decisions get made on a Tuesday afternoon when a campaign needs an honest call rather than a deck.
02Who actually runs my account?
A named performance engineer from the Webotic team — the same person you meet during the audit, the same person who signs the contract. They have full decision authority on bidding, budget shifts and creative rotation. They will not delegate to a junior, will not subcontract to a freelancer in Lahore or Manila, and will not disappear behind an account manager. If they go on holiday, you are briefed on the cover engineer in advance, in writing. This is enforced by the twelve-account cap: an engineer at capacity can defend every account; an engineer with thirty cannot.
03How many engineers work at Webotic?
Small, intentionally. The studio is sized to the twelve-account ceiling, not to a vanity headcount target. We grow only when an existing engineer hits capacity and the next hire has been trained internally to take over a portion of the book — typically a six-to-nine-month internal runway. We have turned down more retainers than we have accepted in the last two years, because past the ceiling the work stops being engineering and becomes account management. If you need exact current numbers, ask during the audit — we publish them on request, but they shift slowly.
04Why server-side tracking from day one?
Because client-side tracking alone, in Morocco in 2026, is making bid decisions on roughly 65% of your real signal. iOS ATT cut 15 to 20% of conversions from Meta and Google pixels in 2021. Ad-blockers and Safari ITP cost another 10 to 15%. The remaining gap — 25 to 35% — is recoverable with GTM Server-Side and Meta Conversions API, and the recovery compounds: Smart Bidding and Advantage+ optimise on cleaner data, CPMs settle, ROAS lifts. Charging this as an upsell at month four, the way most Moroccan agencies do, means letting the first three months of the engagement run on broken data. We include it from day one because there is no defensible alternative.
05Do you work with clients outside Morocco?
Yes. The studio is operationally Moroccan — Rabat HQ, Casablanca secondary — but the book is roughly half MENA and half EU plus selected UK and Dubai clients. We run the MENA-EU-US corridor on Google Ads, Meta Ads, TikTok Ads and LinkedIn, with engineers fluent in English, French and Arabic. For non-Moroccan clients we invoice in MAD or EUR depending on the entity, but the retainer logic is identical: flat fee, no percentage of media spend, server-side tracking on day one, twelve-account ceiling. We do not take US-only or APAC-only books — the time-zone overlap is too thin for the kind of weekly cadence we run.
06How do you bill, and why MAD?
Flat monthly retainer in MAD (or EUR equivalent for EU entities), invoiced at the start of each calendar month, plus a one-off setup fee for the first server-side container deployment. We never bill a percentage of media spend, because that incentive is broken: a percentage retainer pays us more when you spend more, regardless of whether the spend is performing. With a flat MAD retainer, the only way we grow on your account is by earning a budget increase you actively want to authorise — which is the alignment we want. Numbers are published on the pricing page, MAD figures, no brackets, no 'contact us' games.
Let's work together in 30 minutes
Grant us read-only access to your Google Ads, Meta Ads and analytics. Within 48 hours, you receive a written audit: tracking status, account architecture, three optimisation levers ranked by expected ROAS lift. No slides, no pitch — the document is the deliverable. If working together doesn't make sense, we say so on the call.