Hi there,
Thanks for reaching out!
Starting with performance marketing in a new city like Amsterdam can feel a bit daunting, I get it. The good news is the principles that drive results are universal, you just need to apply them to the local context. A lot of people waste a ton of money by just jumping on the most popular platform and hoping for the best. The real trick is to start where your customers are already looking for you, not try to shout into the void.
I'm happy to give you some initial thoughts and a bit of guidance based on my experience. The whole thing really boils down to starting with high-intent channels first, getting that working, and only then expanding out. It's a much safer and more profitable way to start.
We'll need to look at where your customers *really* are...
The first and most common mistake I see is businesses thinking they need to be on every platform. They hear "Meta is huge" or "TikTok is the future" and they feel they have to be there. For a local business in Amsterdam looking for customers, this is almost always the wrong approach to *start* with. It's like trying to find a needle in a haystack.
Let's talk about why. Platforms like Meta (Facebook/Instagram) are brilliant for what I'd call 'demand generation'. You are interrupting someone's day while they are looking at pictures of their friend's holiday or watching funny videos. You're trying to create a desire for your product or service out of thin air. The platform's algorithm, when you run an 'awareness' or 'reach' campaign, is specifically designed to do one thing: show your ad to the most people for the least amount of money. And who are the cheapest people to show ads to? The ones who never click, never engage, and certainly never buy anything. You're literally paying to reach non-customers. I've seen so many accounts burn through thousands of pounds this way with absolutly nothing to show for it.
You need to flip this on its head. You need 'demand capture'. You want to be there at the exact moment someone in Amsterdam throws their hands up and says "Right, I need an [your service here] now!". Where do they go? They don't open Instagram. They open Google. They type in "emergency plumber amsterdam", "best hairdresser near me", or "accountant for small business amsterdam".
This is what we call high-intent traffic. These people have already decided they have a problem and they are actively looking for a solution. They are pre-qualified. Your only job is to show up and convince them you're the best option. This is infinitly easier and more cost-effective than trying to convince a passive scroller they need you. This is why for almost any local business, the first port of call should be Google Ads, and specifically Search Ads. You're fishing in a barrel full of fish, not casting a giant net into the open ocean and hoping for the best.
Once you've mastered this and have a predictable stream of leads coming in from Google, then, and only then, should you consider layering on other platforms like Meta for things like retargeting or building longer-term brand awareness in the local area. But starting there is putting the cart before the horse.
I'd say you need to nail your offer before spending a single Euro...
Driving traffic is only half the battle. If you send these high-intent searchers to a website or a landing page that doesn't work, you're just wasting money. The single biggest reason I see paid ad campaigns fail, even with the right targeting, is a weak or unclear offer.
Your "offer" isn't just your price. It's the entire value proposition. What is the specific, urgent problem you solve for your customers in Amsterdam? And what do you want them to do about it? People don't buy "marketing services"; they buy a solution to the frustration of not getting enough customers. They dont buy "accounting services"; they buy peace of mind that their taxes are done right and they're not going to get a scary letter from the Belastingdienst.
To make your ads effective, you need to speak directly to this pain. A framework I use with clients is Problem-Agitate-Solve. It's simple but incredibly effective.
- Problem: State the nightmare they are living. "Tired of unreliable cleaners who miss spots?"
- Agitate: Poke the bruise. Make them feel the pain. "Wasting your weekend cleaning up after your cleaner, wondering what you're even paying for?"
- Solve: Present your service as the clear, obvious solution. "Get a guaranteed spotless home every time with our 50-point checklist. Book your first clean in 60 seconds."
This kind of messaging is a million times more powerful than just "Cleaning Services in Amsterdam". You're showing that you understand their specific frustration. This builds instant rapport and trust.
The other part of your offer is the Call to Action (CTA). What do you want them to do? "Contact Us" is weak. "Learn More" is passive. You need something that feels low-risk and high-value for the prospect. A "Request a Demo" button is one of the worst offenders, especially for services. It screams "I am going to sell to you for an hour". No one wants that. You need to give them something of value first. A few ideas that work well for local businesses:
- -> "Get a Free, No-Obligation Quote in 5 Minutes"
- -> "Schedule a Free 15-Minute Consultation"
- -> "Download Our Free Guide to [Solving a Small Problem]"
- -> "Book Your First Service Online & Get 10% Off"
You have to solve a small part of their problem for free to earn the right to solve the whole thing. This changes the dynamic from you selling to them buying. Before you even think about campaign setup or keyword selection, you need to have this defined. Who are you for, what is their biggest headache, and what is the easy first step you want them to take?
You probably should focus on Google Ads to start...
Okay, so we've established we're starting with Google Search Ads to capture existing demand. Now for the practical bit. How do you actually set this up for Amsterdam?
Campaign and Ad Group Structure
Don't just dump all your keywords into one ad group. You need to structure your account logically. A good starting point is to create separate campaigns for each core service you offer. So, if you're an electrician, you might have campaigns for:
- -> Emergency Repairs
- -> New Installations
- -> Safety Inspections
Within each campaign, you create themed ad groups. For the "Emergency Repairs" campaign, you might have ad groups like:
- -> Emergency Electrician Amsterdam
- -> 24/7 Electrician Amsterdam
- -> Power Outage Help
The reason for this seperation is relevance. The keywords in each ad group should be tightly related, which allows you to write highly specific ads. Someone searching for "emergency electrician" sees an ad with the headline "Emergency Electrician in Amsterdam - Call Now!" This perfect match between their search and your ad leads to a higher Click-Through Rate (CTR), a better Quality Score from Google, and ultimately, a lower cost per click (CPC) for you. It's a bit more work to set up, but it pays for itself many times over.
Keyword Strategy for Amsterdam
This is where the local knowledge comes in. You need to think like a local. People will search in both Dutch and English, so you need keywords for both. You'll want to target keywords that show clear buying intent. These often include words like "near me", "in Amsterdam", "cost", "quote", "service", "company", "hire".
Here’s a sample of what your keyword list might start to look like for a hypothetical service. Notice the mix of Dutch and English, and the different intent signals.
| Ad Group Theme | Example Keywords (Phrase/Exact Match) | Intent |
|---|---|---|
| Emergency Service | "elektricien met spoed amsterdam" "emergency electrician amsterdam" "24/7 storingsdienst amsterdam" |
High - Urgent Need |
| General Service | "electrician near me" "elektricien amsterdam centrum" "electrical services amsterdam" |
High - Actively Looking |
| Specific Task | "stopcontact vervangen kosten" "install new light fixture amsterdam" "groepenkast uitbreiden" |
Medium/High - Problem Aware |
| Cost/Quote | "what does an electrician cost amsterdam" "free quote electrical work" |
High - Ready to Compare |
You'll also need a robust list of negative keywords. These are the terms you *don't* want to show up for. This is just as important as the keywords you target. For example, you'd want to add negatives like "free", "training", "jobs", "DIY", "course", "how to". This stops you wasting money on clicks from people who are not potential customers.
Budgeting and Understanding Costs
So, how much will this cost? It varies hugely by industry and competition. I've seen local service campaigns get leads for as little as £5 and as much as £60. One HVAC client we have in a competitive area pays around $60 per lead. But a home cleaning company we worked with was getting leads for £5. The key isn't just the Cost Per Lead (CPL), but what that lead is worth to you.
This is where understanding your Customer Lifetime Value (LTV) becomes so important. Most small businesses never do this, and it's why they are scared to spend money on ads. Let's run a quick, hypothetical calculation for a service business.
- -> Average Revenue Per Customer (per year): €1,500
- -> Your Gross Margin: 70%
- -> Average Customer Lifespan: 3 years
Simple LTV = (€1,500 * 0.70) * 3 = €3,150
In this scenario, each new customer you acquire is worth over €3,000 in gross margin to you over their lifetime. A common rule of thumb is to have an LTV to Customer Acquisition Cost (CAC) ratio of at least 3:1. This means you can afford to spend up to €1,050 to acquire a new customer and still have a very healthy business. If you know that you convert 1 in 5 qualified leads into a paying customer, you can afford to pay up to €210 for a single lead! Suddenly that €40 or €60 lead from Google Ads doesn't look so expensive, does it? It looks like an absolute bargain. This is the maths that allows you to scale confidently.
You'll need a website that actually converts...
All the brilliant targeting and ad copy in the world is for nothing if your website lets you down. Your landing page has one job: to convince the visitor to take your desired action (call you, fill out the form, etc.). It needs to be a conversion machine, not a digital brochure.
When I look at most local business websites, I see the same mistakes over and over. They are cluttered, slow to load, have no clear message, and make it difficult to get in touch. Here’s a quick checklist of what your page needs:
- A Killer Headline: This should be above the fold (visible without scrolling) and mirror the promise from your ad. It should speak to their problem and your solution.
- A Prominent Call to Action: Your phone number should be clearly visible at the top of the page. Your "Get a Free Quote" button should be big, bold, and repeated throughout the page. Dont make people hunt for it.
- Social Proof: This is huge for trust. You need reviews, testimonials (with real names and photos if possible), logos of companies you've worked with, star ratings from Google/Trustpilot. People in Amsterdam need to see that other people in Amsterdam have used you and were happy.
- Simple, Scannable Copy: No one reads huge blocks of text. Use short paragraphs, bullet points, and bold text to highlight the benefits of your service. Focus on what's in it for them, not how great you are.
- Professional Design: Your site doesn't need to win awards, but it does need to look professional and trustworthy. A sloppy, dated design signals a sloppy, dated service. This is particularly important on mobile, as a majority of local searches will come from phones.
- Remove Distractions: Your ad landing page should have one goal. Remove links to other parts of your site, social media icons, or anything else that could distract them from contacting you. Give them one path to follow.
Take an honest look at your current site. If you were a customer who just clicked an ad, would you feel confident enough to hand over your details or pick up the phone? If the answer is anything less than a resounding "yes", you need to fix this before you spend any money on ads. The conversion rate of your website has a direct impact on your cost per lead. Doubling your conversion rate from 2% to 4% literally halves your advertising cost to get a new customer. It's the most powerful lever you have.
I've detailed my main recommendations for you below in a table that outlines a sensible, phased approach to get you started.
| Phase | Action | Why it's important |
|---|---|---|
| Phase 1: Foundation (Weeks 1-2) |
Define & Refine Your Offer. Clearly articulate the problem you solve and create a low-friction Call to Action (e.g., Free Quote). Re-write your website's main landing page copy using the Problem-Agitate-Solve framework. Ensure the site is mobile-friendly and loads quickly. | Traffic is useless without a page that converts. Fixing this first maximises the return on every euro you'll spend on ads. A strong offer is the engine of the entire campaign. |
| Phase 2: Launch (Weeks 3-4) |
Build & Launch Google Search Campaigns. Structure campaigns by service, with tightly themed ad groups. Develop keyword lists in both English and Dutch with a focus on high-intent terms. Write specific, compelling ad copy for each ad group. Set up conversion tracking perfectly. | This puts you directly in front of customers in Amsterdam who are actively looking for you. It's the fastest path to getting qualified leads and real-world performance data. |
| Phase 3: Analyse & Optimise (Month 2) |
Calculate Your LTV and a Target CPL. Analyse initial campaign data. Pause underperforming keywords and ads. Double down on what's working. Add to your negative keyword list based on irrelevant search terms that show up. | Moves you from guessing to data-driven decision making. Knowing your numbers allows you to invest in ads confidently and identify which parts of the campaign are most profitable. |
| Phase 4: Scale (Month 3 onwards) |
Introduce Meta Retargeting. Set up a simple campaign on Facebook/Instagram to show ads *only* to people who have visited your website from Google but haven't converted yet. Use visual ads to remind them of your brand and offer. | This is a cheap and highly effective way to bring back "lost" leads. It keeps your brand top-of-mind and can significantly increase your overall conversion rate for a very small additional cost. |
As you can see, doing this properly involves quite a few moving parts. It's not just a case of putting a credit card into Google and hoping for the best. Every step, from the keyword research and ad copy to the landing page design and conversion tracking, has to be done correctly to avoid wasting money. This is often where working with an expert can make a huge difference. We've gone through this process hundreds of times and can help you avoid the common, costly mistakes many businesses make when they start out.
We could help you build out this entire strategy, manage the campaigns, and ensure every element is optimised to get you the lowest possible cost per lead in the Amsterdam market.
If you'd like to chat through your specific business and goals in more detail, we offer a free, no-obligation initial consultation. We could have a proper look at your situation and give you some more tailored advice. Feel free to book a call if that sounds helpful.
Regards,
Team @ Lukas Holschuh
