Marouane Mohachtou

Background

A digital marketing graduate, Marouane started his career in 2015 on the advertiser side, running Google Ads and Facebook Ads budgets for French e-commerce brands. It’s on the ground — in daily CPM arbitrages, bid strategy calls and creative testing — that he built the conviction behind Webotic: performance isn’t declared, it’s measured.

In 2019 he founded Webotic in Rabat with one obsession: bring to the Moroccan and MENA market the technical rigor he had seen working in the best European agencies. No cosmetic reporting. No vanity metrics. Dashboards that tell the truth, and campaigns that earn their budget — or get killed.

Within 5 years, the agency grew from 3 to 190+ active clients, deployed its server-side tracking stack (GTM SS + Meta CAPI) across e-commerce, B2B and service advertisers, and published 23 operational guides that are now references in the French-speaking media buying ecosystem.

Technical expertise

Marouane acts as architect on the complex missions: scaling budgets beyond $20K/month, migrating to server-side tracking, structuring multi-channel conversion funnels. His approach combines three pillars:

• Paid acquisition: Google Ads (Performance Max, Smart Bidding, Shopping), Meta Ads (Advantage+, Advantage+ Shopping, Lookalike), TikTok Ads, LinkedIn Ads B2B.
• Tracking infrastructure: GTM Server-Side on Stape, Meta Conversions API, Google Analytics 4 with custom DataLayer, Consent Mode v2 and iOS post-ATT conversion modeling.
• Lead operations: automated scoring via Make, HubSpot CRM, multi-touch attribution and qualified-CPL optimization — not raw CPL.

Certifications & partnerships

• Google Ads Certified — Search, Display, Video, Shopping, Measurement
• Meta Business Partner — Certified Media Buying Professional
• Google Analytics 4 Certified — Implementation & Advanced Analysis
• Stape.io Certified Partner — GTM Server-Side architecture
• HubSpot Solutions Partner — Marketing automation & CRM

Awards

• MEA Business Awards 2025 — Best Media Buying & Lead Generation Specialists (Webotic)
• MEA Business Awards 2025 — Client Service Excellence Award (Webotic)
• Africa Excellence Award 2024 — Digital Dynamo Award (Webotic)

Publications & speaking

Marouane is the author of the 23 operational guides published on the Webotic blog, covering Google Ads, Meta Ads, TikTok Ads, GTM Server-Side, GA4, Consent Mode v2, lead scoring and MENA media buying. He regularly speaks on performance marketing and post-cookie tracking at business schools and professional events in Rabat and Casablanca.

Work philosophy

“A dollar spent on ads that doesn’t return three dollars of attributable revenue is a dollar stolen from the client. Our job is to be able to trace that path — from impression to cash collected — with engineering-grade rigor.”