I've done a number of ATV tours in morocco, including a few in Essouria. To say Palmaquad is the best would be an understatement. Reality is, in terms of professionalism and experience, the competition is t even in the same league as Palmaquad, and they are priced basically the same. Each tour took basically the same path, and along the way I even saw a few of the other companies.
When you arrive, they set you up with everything you might ever want: jackets, gloves (and inner liner for comfort), helmet, etc. The tour guide takes pictures of you along the way and burns all the photos into a free DVD for you to take home (in a nice case and bag, which is a nice detail). Not only does the guide take pictures of you in action (and sometimes set up special action shots), he also finds interesting sights to take for you-- camels, ruins, cities.
Along the way of my half day tour (do the half day tour, you see much more than the shorter runs), the tour guide took me up and down various terrain and regularly checks in to make sure I'm enjoying the experience. I mentioned wantin something more exciting and he looked for hills that have more dips and climbs, but he was careful to never made it dangerous. Along the way we took a few breaks and they had prepared things like chocolate bars and water, for free.
The view is gorgeous. Not just a highlight of Essouria but really my favorite part of my trip to morroco. Truly breathtaking.
If you are looking for a quad or buggy tour, go to Palma. They truly are by far the best.