The verdict in three sentences
A LinkedIn and Google Ads campaign for a Rotterdam mining wear parts supplier will not produce quotes in week one: allow 2 to 3 weeks of setup and targeting, 2 weeks to produce ads and a landing page, then 4 to 8 weeks of optimisation before cost per lead settles. As a 2026 market ballpark, first quote requests arrive between week 6 and week 12, on a media budget of 3,000 to 8,000 EUR a month plus 1,500 to 4,000 EUR of management. Because many mines buy through tenders and approved vendor lists, signed orders often follow 3 to 9 months later, so plan your budget for at least two quarters.
The phase by phase timeline
The audience is procurement managers, maintenance superintendents and category buyers at mines in West Africa, Southern Africa, Sweden and Finland. They buy ground engaging tools, liner plates, crusher wear parts, undercarriage components and filters, and they care about lead time, stock availability and shipping from a major port.
| Phase | Duration (2026 ballpark) | Deliverables | What the client must provide |
|---|---|---|---|
| Setup and targeting | 2 to 3 weeks | Target account list, job titles, keyword list by part and machine | Top 20 customers, stock list, approved vendor registrations |
| Ad production | 1 to 2 weeks | 6 to 10 LinkedIn ads, 3 Google ad groups | Real warehouse photos, lead time commitments |
| Landing page | 1 to 2 weeks, in parallel | Parts catalogue by machine, RFQ form, port logistics section | Sign off within 3 working days |
| Launch | Week 4 or 5 | Live campaigns, conversion tracking | Replies to RFQs within 4 hours |
| Optimisation | 4 to 8 weeks | Keyword, audience and bid adjustments | Feedback on each lead's quality |
| First quote requests | Week 6 to 12 | 3 to 8 usable RFQs | Quote sent within 24 hours |
| Steady state | From month 4 | Stable cost per lead, weekly report | Monthly margin review by part family |
Monthly budget in EUR
| Item | 2026 market ballpark | Note |
|---|---|---|
| Google Ads media | 1,500 to 4,000 EUR per month | Part numbers, machine models, English and French keywords |
| LinkedIn media | 1,500 to 4,000 EUR per month | Account based targeting of mining groups |
| Total media | 3,000 to 8,000 EUR per month | Paid to the platforms |
| Campaign management | 1,500 to 4,000 EUR per month | Strategy, copy, optimisation |
| Landing page | One off, varies by provider | Often included in month one |
| Recommended minimum | 6 months | Covers optimisation and tender lag |
Common causes of delay
| Cause | Typical delay (estimate) | Fix |
|---|---|---|
| Catalogue without part numbers or machine compatibility | 2 to 3 weeks | Start with the 30 best selling parts |
| Ad approvals passing through several managers | 1 to 2 weeks | One approver, 72 hour turnaround |
| Slow replies to inbound RFQs | 30 to 50 percent of leads lost | Named owner, reply within 4 hours |
| Not registered on the mine's vendor portal | Weeks to months | Start prequalification in parallel with the campaign |
| Broken conversion tracking | 2 weeks of optimisation wasted | Test forms before launch |
| Budget cut after 4 weeks | Learning resets to zero | Commit to at least 6 months |
The port argument deserves its own section on the landing page: stock held near a major European port, typical transit times to West African and Nordic mines, and consolidated shipping. Procurement teams weigh lead time as heavily as unit price when a haul truck is down.
Mini case study
Illustrative example: Joost, sales director of a 40 person wear parts supplier in the Rotterdam port area, runs 5,000 EUR of media and 2,500 EUR of management a month, so 7,500 EUR a month and 45,000 EUR over 6 months.
First RFQs arrive in week 7. By month 6 he has 22 usable RFQs, 5 of them tied to tenders, and has won 3 orders averaging 60,000 EUR. At a 22 percent margin, that is 39,600 EUR. Two of the three buyers add him to their approved vendor list, which typically leads to repeat orders. Counting just one repeat order from each of those two accounts in year one, margin reaches about 66,000 EUR against 45,000 EUR of spend.
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FAQ
How long before the first quote request?
As a 2026 ballpark, between week 6 and week 12 from kickoff. Catalogue quality and response speed matter more than budget size.
What budget should a Rotterdam supplier plan?
Roughly 3,000 to 8,000 EUR a month in media plus 1,500 to 4,000 EUR of management. Over 6 months, that is 27,000 to 72,000 EUR in total.
Why does optimisation take 4 to 8 weeks?
Search volumes for mining wear parts are small, so it takes several weeks to collect enough clicks and leads to cut costly keywords. Stopping earlier wastes the learning.
How do tenders change the timeline?
Many mines only buy from approved vendors, so a lead may need 1 to 3 months of prequalification before an order. Track RFQs and registrations weekly, not just signed orders.
How do we track progress?
Ask for a weekly report with RFQ count, cost per RFQ, tender invitations and excluded keywords. Aim for a stable cost per RFQ from month 4.
Get found by the clients searching for you. Before buying clicks, start with a visibility audit at 100,000 FCFA (about 152 EUR), deducted from setup if you start within 30 days, then pick the Traffic Engine plan that fits (Presence 125,000 FCFA, about 191 EUR, Momentum 225,000 FCFA, about 343 EUR, or Flood 350,000 FCFA, about 534 EUR, per month over 12 months, setup 300,000 FCFA, about 457 EUR) so maintenance and procurement teams searching for your parts find you on Google, with more quote requests and 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.
