3PL Lead Generation in the Netherlands: Google Ads vs. LinkedIn vs. Zendeq

The logistics sector in the Netherlands, particularly third-party logistics (3PL), warehousing, and fulfillment, forms a crucial link in modern supply chains. With the steady growth of e-commerce and international trade continuously fueling demand for these services, the Dutch logistics sector has become a dynamic and competitive playing field. The Netherlands, with its strategic location serving as Europe’s gateway with major logistics hubs in Rotterdam, Amsterdam, and Venlo, presents unique opportunities and challenges for logistics providers.

In this context, effective lead generation is not merely a marketing activity but a strategic necessity for 3PL service providers to gain market share in the competitive Dutch market, achieve sustainable growth, and ensure the continuity of their operations.

This article examines the effectiveness of three distinct platforms for logistics lead generation in the Netherlands – Google Ads, LinkedIn Ads, and Zendeq – and provides strategic recommendations for optimizing your approach based on Dutch market data and benchmarks.

Key Performance Indicators for Lead Generation

Before diving into platform comparisons, let’s establish the key metrics that matter:

• Cost Per Lead (CPL): The average cost incurred to generate one potential customer through marketing efforts. Calculated as Total Marketing Expenditure / Total Number of New Leads.
• Return on Invested Capital (ROIC) for Marketing: A measure of the profitability of marketing investments, setting generated revenue against marketing costs. Calculated as (Net Profit from Leads – Cost of Lead Generation) / Cost of Lead Generation × 100.

Metric Descriptions:

• Cost Efficiency: Value for money in terms of lead acquisition costs
• Lead Quality: Relevance and conversion potential of generated leads
• Targeting Precision: Ability to reach specific decision-makers and companies
• ROIC Potential: Expected return on invested capital
• Ease of Setup: Simplicity of campaign creation and management
• Logistics Specificity: Platform’s focus on logistics and warehousing needs

Google Ads for Logistics Lead Generation in the Netherlands

Google Ads is a powerful platform for B2B lead generation in the Dutch market, particularly because of its ability to target users actively searching for specific logistics solutions in the Netherlands, indicating strong purchase intent (bottom-of-funnel). For 3PL providers, warehouse companies, and fulfillment centers in the Netherlands, this is crucial, as potential clients often perform targeted searches like “warehousing Nederland,” “fulfilment diensten,” or “3PL logistiek Europa.”

Performance Benchmarks for the Dutch Market

While exact, recent benchmarks specifically for the Dutch 3PL sector are scarce, we can base our estimates on broader B2B and industrial data, with consideration for the Dutch context:

• Average CPC (Cost Per Click): For general B2B sectors, the CPC for search ads is around €3.09 and for display ads around €0.73. According to more recent data from MegaDigital, the typical cost per click in Google Ads in 2025 stands at $4.22 (approximately €3.90).
• Average CVR (Conversion Rate): The CVR for B2B search ads is approximately 3.04% and for display 0.80%. Recent data from MegaDigital shows that the typical conversion rate in Google Ads for 2025 across all industries stands at 7.04%.
• Average CPL (Cost Per Lead): According to WordStream’s 2024 benchmarks, the overall CPL for Google Ads was $66.69 (approximately €61.80), with significant variation across industries. For B2B SaaS, Powered by Search reports an average CPL of $53.52 (approximately €49.60).
• Netherlands-specific benchmarks: For the Dutch market, Google Keyword Planner serves as a source for Netherlands-specific benchmarks and is recalculated monthly.

Factors Affecting Google Ads Performance in Logistics

Several factors influence the effectiveness of Google Ads campaigns for the logistics sector:

• Keyword Relevance and Competition: High competition on logistics terms can drive up CPCs. Thorough keyword research is essential.
• Quality Score: This score is crucial for ad ranking and CPC. It’s influenced by expected click-through rate (CTR), ad relevance, and landing page experience. A higher quality score leads to lower CPCs and better ad positions.
• Ad Copy and Landing Page Experience: These must be highly relevant to the searches and offer a clear value proposition. Google’s algorithm updates prioritizing “Helpful Content” and E-E-A-T mean 3PLs must invest in high-quality, informative landing page content that addresses shippers’ pain points and demonstrates expertise.
• Targeting: Geographic targeting (e.g., Netherlands, specific logistics hubs like Venlo, Rotterdam) and audience segmentation are vital.

LinkedIn Ads for Logistics Lead Generation in the Netherlands

LinkedIn Ads has positioned itself as a leading platform for B2B marketing in the Netherlands, primarily due to its unique ability to target professionals based on detailed work-related information such as job title, industry, company size, and skills. This makes the platform particularly suitable for 3PL service providers looking to reach specific decision-makers within logistics, supply chain management, procurement departments, or in specific industries (e.g., pharmaceuticals, automotive, retail).

Performance Benchmarks for the Dutch Market

• Average CPC (Cost Per Click): General estimates vary from €1.85-€2.78 to a global average of €5.17. For the EMEA region, the CPC for single image ads was approximately €4.70. A Dutch marketing agency, Merkelijkheid, reports an average CPC for lead generation campaigns of €4.94.
• Average CVR (Conversion Rate): A general CVR of 6.1% is mentioned for all ad formats. The completion rate of LinkedIn Lead Gen Forms typically ranges between 10-15%. For EMEA, the CVR for single image ads was 12.20%. According to Prime Marketing, the average CPL benchmark on LinkedIn in the Netherlands is between €80 and €120, while they achieve an average CPL between €50 and €75.
• Average CPL (Cost Per Lead): For the Transport & Logistics sector, an estimated CPL of €120 is mentioned by TheB2BHouse.
• ROAS (Return on Ad Spend): A study indicated that LinkedIn Ads generated the highest ROAS (113%) compared to Google Search (78%) and Meta Ads (29%).

Effective Ad Formats for Logistics

LinkedIn offers various ad formats that can be effective for the logistics sector:

• Sponsored Content (Single Image, Carousel, Video Ads): These are commonly used formats for increasing visibility and sharing content. Video is a growing format on the platform.
• Message Ads (formerly Sponsored InMail) / Conversation Ads: These enable direct, personalized communication with decision-makers via their LinkedIn inbox. They often have high open rates and click-through rates after opening.
• Document Ads: These allow valuable documents, such as whitepapers on logistics solutions or case studies, to be offered in exchange for lead information via a Lead Gen Form.
• Lead Gen Forms: These forms simplify capturing leads directly on LinkedIn, often with completion rates of 10-15%.

Zendeq for Specialized Logistics Leads in the Netherlands

Zendeq positions itself as a digital B2B platform specifically designed to connect businesses (shippers) with verified European warehouse and 3PL service providers, with particular relevance for the Dutch market. Based in Rotterdam, Zendeq focuses on streamlining the sourcing process for storage, fulfillment, transport, and warehousing across Europe, including the Netherlands, which is a key logistics hub.

Pricing Model for Logistics Service Providers

Zendeq offers multiple pricing options for logistics service providers:

• Variable Price Per Lead: Logistics providers can pay for individual qualified leads received through the platform. This model features pricing that varies based on lead quality and potential value, typically ranging from €10 to €250 per lead depending on complexity, volume, and business potential.
• Success Fee Model: Zendeq charges a 3.5% success fee on converted business. This model is particularly popular for high-value warehousing and fulfillment opportunities.
• Directory Listings:
  • Standard Listing: Free company profile to present services and expertise.
  • Premium Listing: For €500 per year, providers receive enhanced visibility in the directory, priority placement, and additional promotional benefits.

Lead Qualification and Distribution Process on Zendeq

Zendeq places strong emphasis on the quality and relevance of connections made through the platform:

• Verification: All members, both logistics experts and customers (shippers), undergo a verification process to ensure quality standards.
• Specification by Shipper: Shippers complete an online quote form detailing their specific needs, such as location preferences, storage volume, required services, and any special requirements.
• Smart Matching: Quote requests are then distributed to logistics service providers deemed “suitable” based on “smart matching.” This matching process considers characteristics such as coverage area, delivery time, type of goods, and the specific type of warehousing sought.

Examples of Recent Lead Types on Zendeq

Zendeq facilitates a diverse range of logistics leads in the Netherlands and across Europe, including:

• E-commerce fulfillment setups in the Netherlands for global distribution
• Warehousing and fulfillment for specialty consumer products (eyewear, electronics, etc.)
• B2B warehousing for mobile accessories with European distribution networks
• Specialized storage solutions (wine storage, lithium batteries, etc.)
• International fulfillment solutions for companies entering European markets
• Cross-docking and short-term storage for international shipments
• Large-scale ambient and frozen warehousing for food importers
• ADR-compliant storage and fulfillment for regulated products

Pricing for these leads ranges from €10 for basic warehousing requests to over €200 for complex fulfillment operations with high business potential. Some strategic opportunities are offered under the success fee model (3.5% of contract value) rather than a fixed lead price.

Comparative Analysis: Google Ads vs. LinkedIn vs. Zendeq

Direct Comparison of CPL Ranges

• Google Ads: CPL can vary greatly, from about €50-€65 (general average) to much higher for specific B2B/Industrial segments. For qualified 3PL leads, the CPL is likely on the higher end of this spectrum, given the complexity and value of the services.
• LinkedIn Ads: CPCs are generally higher than Google Search. The CPL for Transport & Logistics is estimated around €80-€120 in the Dutch market.
• Zendeq: Offers variable pricing per lead (€10-€250 based on lead quality and complexity) or a 3.5% success fee on converted business, which can be cost-effective for high-value logistics contracts. The premium directory listing at €500/year provides additional visibility but is separate from the direct lead generation model.

Lead Quality and Targeting Capabilities

• Google Ads: Targets users with active search intent. Lead quality can be variable for B2B applications due to broader targeting options; there is a risk of unqualified leads if campaigns are not carefully managed.
• LinkedIn Ads: Enables targeting based on professional demographics, job titles, and company characteristics. This generally results in higher B2B lead quality and is excellent for reaching specific decision-makers.
• Zendeq: Leads are pre-qualified by shippers submitting specific requirements, followed by matching via Zendeq’s algorithm and verification process. This can lead to highly qualified leads specifically for warehousing and fulfillment services.

ROIC Potential and Influencing Factors

• Google Ads: ROIC depends on CPL, the conversion ratio from lead to customer, and contract value. Well-optimized campaigns targeting relevant, high-intent keywords can yield high ROIC.
• LinkedIn Ads: Reports high ROAS (113% in one study), indicating strong ROIC despite potentially higher CPLs. This is likely due to better lead quality and larger deal size in B2B. The longer sales cycle must be taken into account.
• Zendeq: The success fee model (3.5%) ties costs directly to outcomes, potentially offering strong ROIC if the platform effectively connects providers with suitable clients. For the variable price per lead model, ROIC will depend on the quality of leads and their conversion rate to paying customers.

Suitability for Different 3PL/Warehousing/Fulfillment Services in the Dutch Market

• Google Ads: Suitable for capturing direct demand for standard services in the Netherlands (e.g., “palletopslag Rotterdam,” “e-commerce fulfilment Nederland,” “warehousing Venlo”). Offers wide reach across the Dutch market and can target specific logistics hubs.
• LinkedIn Ads: Ideal for targeting specific industries active in the Netherlands (e.g., pharmaceuticals, automotive, retail), Dutch company sizes, and roles (e.g., Logistiek Managers, Supply Chain Directors). Good for promoting specialized services, thought leadership, and Account-Based Marketing (ABM) to Dutch businesses or international companies with Dutch operations.
• Zendeq: Most suitable for Dutch logistics service providers who want to receive direct quote requests for warehousing and fulfillment services within the Netherlands and broader European market. Especially useful for providers of specialized warehousing and fulfillment services.

Strategic Recommendations for Optimizing Lead Generation in the Netherlands

Platform Selection Aligned with Business Objectives for Dutch Logistics Providers

The choice of Google Ads, LinkedIn Ads, Zendeq, or a combination thereof, should be driven by considerations specific to the Dutch logistics market:

• Budget and Pricing Model Preference: Zendeq offers a pay-for-performance model with variable pricing per lead (€10-€250) or a 3.5% success fee, which may appeal to providers looking to control costs. The €500/year premium directory listing provides additional visibility with a fixed cost. Google Ads and LinkedIn Ads require ongoing investment but offer scalability and broader reach.
• Target Audience: LinkedIn is superior for reaching specific B2B professionals and industries within the Netherlands and companies looking to enter the Dutch market. Google Ads is effective for targeting a broad audience actively searching for logistics solutions in key Dutch logistics hubs like Rotterdam, Amsterdam, and Venlo. Zendeq focuses on shippers already in the active sourcing and RFQ stage for European warehousing and fulfillment services.
• Service Specialization: Niche services that are particularly relevant in the Netherlands (e.g., pharma logistics for the Dutch life sciences sector, temperature-controlled transport for food distribution, specialized port services in Rotterdam) can benefit from LinkedIn’s precise targeting or Zendeq’s specialized matching.

Strategies for Improving CPL and ROIC

For Google Ads:

• Focus on long-tail, high-intent keywords specific to services and locations.
• Continuously optimize Quality Score by ensuring high ad relevance and excellent landing page experience.
• Use negative keywords to filter irrelevant searches and prevent budget waste.
• Implement robust conversion tracking to accurately measure campaign effectiveness.

For LinkedIn Ads:

• Maximize hyper-targeting options: job title, industry, company size, skills, etc.
• Use Lead Gen Forms to lower the threshold for lead registration and increase conversions.
• Test different ad formats, such as Video Ads, Document Ads, and Message Ads, to see what resonates best with the target audience.
• Invest in high-quality, valuable content for Sponsored Content campaigns to stimulate engagement and thought leadership.

For Zendeq:

• Ensure a complete, accurate, and detailed company profile that emphasizes specializations to maximize the effectiveness of “smart matching.”
• Respond quickly and professionally to quote requests to increase the chance of conversion.
• Consider the Premium Membership for enhanced visibility within the platform if targeting the Dutch and European market.
• Evaluate which pricing model (variable price per lead vs. 3.5% success fee) aligns best with your business model and expected deal sizes.

General:

• Align marketing messages with customer goals and pain points.
• Apply A/B testing to ad copy, visuals, and landing pages to continuously learn and optimize.
• Integrate a CRM system for effectively tracking leads and attributing conversions across different channels.

Contextualizing Lead Value in the Dutch Logistics Market

The value of a lead in the Dutch 3PL sector is significantly influenced by the potential long-term returns from a customer:

• Average 3PL Contract Duration: Contracts often have terms of 1 to 7 years, with a typical duration of 3 to 5 years. This long duration enhances the Customer Lifetime Value (CLV) of a converted lead.
• Warehousing Costs in the Netherlands:
  • Small e-commerce client (500 orders/month): approximately €5,295/month
  • Medium-sized e-commerce client (2000 orders/month): approximately €19,680/month
  • Pallet storage (long term): €7-€10/pallet/month

These figures indicate substantial, recurring revenue per client. A single converted lead generating €5,000 to €20,000 in monthly revenue offers significant ROIC potential, even with CPLs in the hundreds of euros. This puts the pricing models of all three platforms into perspective for the Dutch logistics market.

Conclusion for the Dutch Logistics Market

The choice of lead generation platforms – Google Ads, LinkedIn Ads, or specialized platforms like Zendeq – is a strategic decision for 3PL, warehousing, and fulfillment companies in the Netherlands, deeply anchored in their specific business objectives, target audience, and budgetary considerations.

For Dutch logistics providers, Google Ads remains a powerful channel for capturing active search intent, particularly for more standardized services targeting specific locations like Rotterdam, Amsterdam, or Venlo. However, CPL can vary greatly and requires continuous optimization of keywords, quality scores, and landing pages to ensure positive ROIC in the competitive Dutch market.

LinkedIn Ads distinguishes itself through superior B2B targeting capabilities, allowing Dutch 3PL service providers to reach specific decision-makers and industries with precision. While direct costs per click and per lead may be higher than Google Ads, the potentially higher lead quality and possibility of larger contract values suggest LinkedIn can deliver excellent ROAS for the Dutch logistics sector.

Zendeq, as a specialized B2B platform for European warehousing and fulfillment with significant relevance to the Dutch market, offers a different model. With flexible pricing options (variable price per lead ranging from €10-€250, 3.5% success fee, or €500/year premium listing) and a focus on matching verified shippers with suitable service providers, it has the potential to deliver highly qualified leads to Dutch logistics providers.

The key to a successful lead generation strategy in the Netherlands lies in a data-driven approach. It’s crucial to look not only at CPL but also at lead quality, conversion rates to actual customers, and especially Customer Lifetime Value (CLV). The long contract durations and nature of recurring revenue in the Dutch 3PL sector mean that a single, well-qualified lead can represent significant long-term value, potentially justifying higher initial acquisition costs.

The future of lead generation in Dutch logistics will undoubtedly be further shaped by technological developments such as AI for personalization and optimization, increasing attention to data privacy, and the potential emergence of more specialized, vertical-specific platforms. Adaptability, continuous performance monitoring, and a willingness to optimize strategies based on measurable results will be decisive for 3PL companies striving for sustainable growth and a leading position in the dynamic Dutch logistics market.