A full day, from broad marketing knowledge to performance specialist.
The most demanding day we run. You work on real campaigns, real data and real decisions, with AI as the accelerator rather than the subject. We also teach this masterclass in the open programme at NIMA, so if you would rather attend in your own name, you can.
- Duration
- A full day
- Format
- In-company, or through the open programme at NIMA
- Group size
- 8 to 15 participants
- Level
- You have experience running online campaigns
- Language
- Dutch or English
- Location
- At your office, at ours, or at the NIMA venue
Who it is for
This session is for
- Marketers moving from broad to specialist
- Performance specialists wanting to sharpen their approach with AI
- Teams managing serious budget who want to account for it better
- Marketers wanting to attend in their own name — through the NIMA route
And not for
- Anyone who has not run campaigns yet — start with AI for marketers
- Teams looking only for an introduction; this is a full day
- Agencies wanting the agency context — that is AI for media agencies
Is your situation listed above? Say so in the request and we will point you to the session that does fit.
What it delivers
After this session you can
- Build a campaign structure that fits your goal instead of the default setting
- Review and improve an automated campaign rather than taking it at its word
- Write ad variants at scale that stay within policy and limits
- Set up measurement properly and know which figures carry a decision and which do not
- Let AI prepare your reporting and keep the interpretation to yourself
- Justify a budget proposal in terms a board follows
Programme
What the session looks like.
- Morning 1
From goal to structure
What you actually want to achieve, and how that translates into channels, campaigns and measurement points. Including which goals resist measurement and what you do about that.
- Morning 2
Building campaigns with AI alongside
Clustering keywords by intent, generating ad variants within the limits, and steering automated campaign types instead of submitting to them.
- Afternoon 1
Creative at scale
Briefing, copy and visuals for dozens of variants without it turning into wallpaper. And how you test what works rather than what you like.
- Afternoon 2
Measuring, attributing and reporting
What you measure, how much of it you may believe and how you explain it. We build a report a board reads in two minutes, with AI doing the groundwork.
- Closing
Your own question, and what you do on Monday
Everyone spends the last hour on their own campaign or question, with us alongside. Then the thirty-day plan.
An indication, not a timetable. After the intake we move blocks around, or drop one, if your situation calls for it.
What you take home
Tangible, and yours.
- A prompt library for the whole performance process, from keyword to report
- The reporting setup we build during the day
- The worked-out analysis of your own campaign or question
- The thirty-day plan
Preparation
What you arrange beforehand.
- A laptop per participant and a paid AI account
- Access to an ad account and an analytics environment you may work in
- Your own campaign or question to work on that day
- A recent report, so we work with real figures
This is the most common reason a session only half succeeds: accounts that do not work or missing permissions. We send this list with the confirmation too, but sort it out earlier if you can.
The trainers
We run every session together.
We are not a training institute but an agency that does this work. What we show runs at clients, not only in the classroom.
Michael van Wijhe
Founder, performance marketing and data
Works daily on campaigns, dashboards and scoring models for clients in the Netherlands, Belgium, Germany and Central Europe.
Maarten Clement
Founder, AI workflows and automation
Builds the workflows, GPTs and integrations that survive a session. From first prototype to something that runs every day.
Investment
What determines the investment.
We do not put a price on the site, because no two sessions are the same. What does determine the price we can happily explain — so you know what you are looking at before you ask.
Number of participants
Up to fifteen works well. Above that we split the group, and that changes the setup.
Duration
Half a day or a full day. A full day is not two half days: it adds practice, not theory.
Degree of tailoring
Working with your own accounts, data and campaigns means preparation on our side.
Location
At your office, at ours, or online.
You get a programme proposal with a fixed price within one working day, no strings attached.
Would you rather see a price first and sign up on your own? The masterclass performance marketing and AI is also in the open programme at NIMA.
Practical
Other things worth knowing.
In-company, no open enrolment
We come to you and the session is about your work. The masterclass via NIMA is the one exception.
Always two of us
One in front of the group, one walking around. In hands-on work that is the difference between keeping up and dropping out.
Dutch or English
Mixed teams too: we run the session in English when that works better, materials included.
Rescheduling is fine
Free of charge up to two weeks beforehand. After that we find a solution together.
Frequently asked
What people ask us beforehand.
What does it cost?
That depends on the number of participants, the duration, how much tailoring is involved and where we run it. Request the programme: within one working day you have a proposal with a fixed price, no strings attached.
Can a single person sign up?
Not for our own sessions: those are in-company and built around your team's work. Anyone wanting to attend alone can join the masterclass performance marketing and AI, which is also in the open programme at NIMA.
How quickly can you do this?
A session can usually be scheduled within three to four weeks. If you are in a hurry, say so — sometimes it can be sooner.
What happens after I submit the form?
We read your request and call or email within one working day for a short twenty-minute intake. The programme proposal with the price follows after that. You are not committed to anything.
Do participants get a certificate?
From us you get a confirmation of attendance, not an examined qualification. If you want an examined certificate, the NIMA route is the right one.
Does this help with the AI literacy obligation under the AI Act?
Yes. The AI literacy obligation has applied since February 2025. The AI Omnibus (July 2026) made it lighter: organisations must support the AI knowledge of their staff rather than guarantee a specific level. Our sessions cover safe use, privacy and the limits of a model as standard, and you get a participant list to evidence who has been trained. We are not an examining body; for a formal certificate we point you to NIMA.
What is the difference between your version and the NIMA version?
The content is the same. At NIMA you enrol in your own name, sit with participants from different companies and the price is on their site. With us it is in-company and it is about your own campaigns and data.
Does this work for B2B with long sales cycles?
Yes, and then the block on measuring and attribution is the most important of the day. Mention it in the request and we will prepare the examples accordingly.
Do we get a certificate?
Through the NIMA route their own certification applies. For an in-company day you get a confirmation of attendance from us, not an examined qualification.
Request
Request programme and price.
You get a proposal with a fixed price within one working day. No strings attached, and without having to sit through a demo first.
- We reply within one working day.
- In the call we sharpen the bottleneck together. That costs you an hour.
- If it fits, we build a working prototype within five working days. Free of charge.
Other sessions
Not quite the right fit?
Building AI workflows and agents
Half a day, 3.5 to 4 hours
AI brainstorm with ICE
Up to 3 hours
Getting started with AI
Half a day, 3 to 3.5 hours
