An engineered B2B pipeline, from first click to signed contract.

A qualified lead is a form submission that clears your BANT+ threshold — Budget, Authority, Need, Timeline plus fit signals (company size, industry, region, stack). The threshold is calibrated to your sales team's actual close rate during the first 30 days, not a generic agency template. A lead scoring 85+ is hot (sub-2h sales handoff with SMS routing), 60-84 is warm (5-touch nurturing), under 60 is parked for 90-day re-scoring. The vanity CPL most agencies report is the cost per raw form-fill — meaningless if 70% of those forms are tyre-kickers. We report cost per qualified lead, which is the only number your sales team cares about.

Across 28 active Webotic B2B accounts, the median CPL in Q1 2026 lands between 20 and 80 MAD depending on vertical. Legal and accounting services: 35 to 65 MAD. Industrial B2B and architecture: 50 to 120 MAD. SaaS targeting the Moroccan mid-market: 28 to 75 MAD on Google, 180 to 320 MAD on LinkedIn. Real estate (new-build, Casablanca-Rabat residential): 65 to 180 MAD. Healthcare specialist clinics: 22 to 55 MAD. The wide range is structural — auction prices are set by your competitors' bids, not by your agency. What we control is the BANT+ filter, which compresses cost per qualified lead by 50 to 60% versus cost per raw lead.

Google Search first, in 90% of B2B cases. Search captures the high-intent demand your category already produces — buyers actively typing your service into Google — and gives the bidding algorithm clean conversion signal to learn on. Once Google Search is stabilised (typically week 4 to 6), we layer Meta Lead Ads on a lookalike built from the early CRM contacts to manufacture additional volume at a lower CPL, then layer LinkedIn in month two or three for the precision tier on senior decision-makers. The exception is when your buyer is a job title nobody googles for your service (early-stage SaaS targeting a specific role at a specific company size) — in which case LinkedIn-first makes mathematical sense despite the higher raw CPL.

First qualified leads land in the CRM within 7 to 14 days of go-live on Google Search, slightly longer on Meta Lead Ads (the algorithm needs 50 to 100 form-fills to exit learning). First closed-won revenue depends on your sales cycle — for a 30-day cycle you see ROI inside the first 60 days; for a 90-day cycle (typical in industrial B2B and consulting) the proper read is at day 120. The +180% qualified-lead uplift figure crystallises at day 90 once BANT+ scoring has compounded with creative iteration and the closed-won data has started feeding back into Smart Bidding.

Both work. If you already run HubSpot, Pipedrive, Salesforce or Zoho, we wire the lead routing, BANT+ scoring and reporting directly into your existing instance without migration. If you have no CRM yet — most common with Moroccan B2B service firms running on Excel and Gmail — we deploy HubSpot Free or Pipedrive Starter as part of the setup fee, with a clean field schema, the 5-touch nurturing automation, and 90 minutes of training for your sales team. The CRM is non-negotiable: without it there is no way to score, route, dedupe, or feed closed-won data back into the bidding signal.

Yes — all three are routine verticals for the studio. Healthcare specialist clinics: we operate within Loi 09-08 constraints (the Moroccan data protection law) and EU GDPR Article 9 where the patient base spans EU residents, with explicit consent flows on every form and no medical-data fields stored client-side. Real estate (new-build Casablanca-Rabat residential): the CPL is structurally higher (65 to 180 MAD) and the BANT+ threshold is tighter, with phone qualification before sales handoff because the closing cost makes the math sensitive to bad leads. Higher education (private universities and continuing-education programs): the media plan follows the intake-cycle calendar — front-loaded in February-March and September-October — with vertical-specific creative and a longer nurturing sequence built around open days.