The verdict in three sentences
For a food packaging wholesaler in Toronto, retargeting and display ads bring back the bakery owners, caterers and food manufacturers who browsed a product page but never asked for a price. The monthly management contract must pin down service frequencies: new creatives every 4 to 8 weeks, a cap of 3 to 6 impressions per person per week and weekly tracking of cost per quote request. Without those clauses you pay a fixed fee for a campaign that runs on autopilot and slowly annoys your best prospects.
Monthly costs to write into the contract
Your range (clamshells, bakery boxes, hot cups, kraft bags, compostable trays) draws a lot of comparison browsing. A catering buyer in the Greater Toronto Area typically visits several times before requesting a price list. Retargeting captures that consideration window.
| Line item | 2026 market ballpark | What the contract should say |
|---|---|---|
| Monthly management fee | CA$700 to CA$2,000 | Fixed amount, reviewed once a year |
| Display media budget | CA$1,500 to CA$5,000 | Paid by the client directly to Google |
| Initial setup | CA$1,000 to CA$3,000 | Audiences, tags, consent mode, first creative set |
| Creative refresh | Included or CA$250 to CA$600 per set | Every 4 to 8 weeks, in English and French |
| Target cost per quote request | CA$60 to CA$180 | Varies by product family |
| Termination notice | 1 to 3 months | One month after the trial period |
If you want a nearshore partner for setup work, Kolonell's price for a paid campaign setup is 152 EUR (100,000 FCFA), separate from these Toronto market ranges.
Service levels and intervention frequencies
The heart of the contract is a schedule of what the agency does and how often. Ask for this table as an appendix.
| Intervention | Minimum frequency | Verifiable deliverable |
|---|---|---|
| Bid and budget checks | Weekly | Note in the weekly report |
| Low quality placement exclusions | Every 2 weeks | List of excluded sites and apps |
| Frequency cap review | At setup, then monthly | 3 to 6 impressions per person per week |
| Creative refresh | Every 4 to 8 weeks | New bilingual set approved by the client |
| Audience updates | Monthly | Segments by product family and visitor type |
| Cost per quote request report | Weekly | Shared dashboard with quotes and spend |
| Steering meeting | Quarterly | Minutes and next quarter action plan |
An uncapped frequency is the fastest way to kill B2B retargeting. A bakery owner in Mississauga who sees the same cake box fifteen times in a week does not come back, he mutes your ads. Name the cap in the contract.
Legal and practical clauses not to forget
| Clause | Suggested wording | Why it matters |
|---|---|---|
| Account ownership | Google Ads account in the client's name, agency has delegated access | You keep history and audiences |
| Privacy and consent | Agency confirms tags respect visitor consent under PIPEDA | Retargeting relies on tracking that needs a lawful basis |
| Email follow ups | Any email added to the plan complies with CASL consent rules | Canada's anti spam law is strict on B2B email too |
| Creative ownership | Assigned to the client on termination | Another agency can reuse it |
| Term and notice | 3 month trial, then month to month with 1 month notice | No exit penalty |
| Fee review | Once a year, in writing | No surprise increases |
For the exact obligations, rely on guidance from the Office of the Privacy Commissioner of Canada and the CRTC rather than verbal assurances from an agency.
Mini case study
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Illustrative example: Priya, marketing director of a food packaging wholesaler in Vaughan, signs a contract at CA$1,200 management and CA$3,000 media per month, CA$4,200 in total. Before retargeting, the site produced 55 quote requests a month; after 3 months it produces 78, of which 30 are attributed to display. Cost per extra quote request comes out at CA$140. With a 30% close rate and an average first order of CA$2,200, those 30 requests yield 9 orders and about CA$19,800 in revenue, before any repeat orders.
FAQ
What is the minimum media budget for useful B2B retargeting?
Plan on at least CA$1,500 a month if your site gets 4,000 or more monthly visits. Below that, audiences are too small to serve ads consistently.
How often should creatives be refreshed?
Every 4 to 8 weeks, or as soon as click through rate drops 30% from launch. Seasonal creatives for holiday packaging should be ready 6 weeks ahead.
Should we sign a 12 month term?
A 3 month trial followed by month to month terms with 1 month notice protects the client better. A long term only makes sense against a written discount.
How do we know retargeting really adds quote requests?
Track quote requests by source and compare the 3 month period with the previous 3 months. A lift of 20% to 45% is common when audiences are segmented by product family.
Can retargeting replace SEO?
No, it only reaches people who already visited your site. SEO and search ads bring those visitors in; retargeting raises the share that asks for a quote.
Get found by the customers who are searching for you. Start with a visibility audit at 100,000 FCFA (about 152 EUR), credited against setup if you start within 30 days, then a Traffic Engine plan sized to your catalogue, with a weekly report on incoming quote requests: Traffic Engine. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
