The verdict in three sentences
When a Dutch B2B company outsources digital marketing, the most expensive risk is losing your ad accounts and their history the day you switch agency, well ahead of any fee difference. The two questions that eliminate the most proposals are who owns the accounts and who pays the media spend. A serious agency answers both without hesitation and agrees to weekly reporting built around qualified enquiries.
The Amsterdam context and budgets
The commercial director of a logistics and freight forwarding firm near Schiphol targets shippers, e-commerce brands and manufacturers across the Benelux and Germany. Prospects research on Google and LinkedIn, and contracts often involve English and Dutch speaking decision makers.
| Item | 2026 market ballpark | Note |
|---|---|---|
| Agency retainer | 2 500 to 12 000 EUR a month excl. VAT | by channels and content volume |
| Media spend | 3 000 to 20 000 EUR a month | billed by platforms to your company |
| Cost per B2B enquiry | 80 to 350 EUR | Google, LinkedIn, Meta combined |
| Minimum term | 3 to 12 months | 6 months is common |
| Notice period | 1 to 3 months | negotiable |
| Setup fee | 0 to 5 000 EUR | tracking, accounts, initial creative |
Six high risk questions
These questions concern ownership of your assets. One bad answer is enough to drop a proposal.
| Question | Good answer | Bad answer |
|---|---|---|
| 1. In whose name are the Google Ads, LinkedIn and Meta accounts? | your company, agency added as partner | 'we run everything from our own accounts' |
| 2. Who pays the media? | you, directly to the platforms | a bundled fee with no breakdown |
| 3. Who owns the creative and copy? | you, transferred on payment | the agency keeps rights |
| 4. What do we get back at exit? | accounts, audiences, assets, conversion data | 'campaign structures are our IP' |
| 5. Is there a GDPR data processing agreement? | yes, a DPA covering CRM and pixel data | 'not needed for advertising' |
| 6. What is the notice period? | 30 days after the initial term | 12 month lock in with exit fees |
Six questions on reporting and results
| Question | Good answer | Bad answer |
|---|---|---|
| 7. Which metrics do you report? | enquiries, quotes sent, cost per qualified enquiry | impressions, followers, likes |
| 8. How often will we get a report? | weekly report, review call every 4 weeks | whenever you ask |
| 9. How do you define a qualified enquiry? | written criteria: company size, lane, volume | anyone who fills a form |
| 10. What if cost per enquiry exceeds target? | action plan within 7 days, new tests | 'we need more budget' |
| 11. Can you show a B2B case with numbers? | before and after cost per enquiry | screenshots of viral posts |
| 12. Who is our day to day contact? | named account lead, reply within one business day | 'the team' |
Ask for answers in writing and attach them to the contract so they become commitments. Also check cookie consent: under Dutch and EU rules, tracking pixels generally need prior consent, so the agency should configure consent mode properly; the Autoriteit Persoonsgegevens publishes guidance on this.
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Illustrative example only: Sanne, commercial director at a 75 person freight forwarder near Schiphol, receives three proposals at 3 000, 5 500 and 9 000 EUR a month. The cheapest runs ads from agency accounts with a bundled fee; the most expensive requires a 12 month lock in. She chooses the 5 500 EUR offer with 6 000 EUR of media paid directly.
By month four, campaigns deliver 55 enquiries a month at about 209 EUR each. Seven become recurring accounts with an average monthly margin of 3 000 EUR, 21 000 EUR of margin each month for 11 500 EUR invested.
FAQ
What does a B2B digital marketing agency cost in Amsterdam?
Expect 2 500 to 12 000 EUR a month excluding VAT and media. Most SMEs start between 4 000 and 6 000 EUR.
Why does ad account ownership matter so much?
Account history trains bidding algorithms, and losing it means 2 to 3 months of relearning. An account in your name stays yours whoever manages it.
Is a four weekly review enough?
It is useful for strategy, but a weekly report lets you fix a campaign before a month of budget is wasted. Keep it to one page focused on enquiries.
What if the agency will not share platform invoices?
Treat it as a serious red flag. Without invoices you cannot tell whether the planned 6 000 EUR went into media or into margin.
Get found by the clients already searching for you. Shippers shortlist forwarders on Google: 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 to win more quote requests, with a weekly report. 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.
