What does “on behalf of Google” mean?

We worked in the Google Ads team, on behalf of Google, employed by a Google partner company. In that role, together we supported more than 3,000 accounts across every sector in the Netherlands and Belgium. We were not employees of Google itself.

Are you an official Google Partner?

Yes. Northbound Marketing is an official Google Partner. You can view our profile via the link on this page.

Do you work remotely?

Yes. We work from Barcelona for clients in the Netherlands and Belgium, via video calls, WhatsApp and email. You always deal directly with Aziz or Carlo.

Which businesses do you work for?

For business owners in the Netherlands and Belgium who want more enquiries, bookings or sales. We’ve built in-depth knowledge of clinics and practices and of home improvement and installation, and we also work for online shops and businesses in other sectors. In every new sector, we start by researching the market.

What does the name Northbound mean?

Northbound means ‘heading north’. On a compass, north is the direction you set your course by. That’s how we want to help business owners: with the right direction for digital growth, starting with a strong foundation.

Why are you based in Barcelona?

Aziz and Carlo met in Barcelona, when they were both working there on behalf of Google. Aziz still lives and works there. For you, it makes no difference: we work in English or Dutch, in the same time zone, via video calls, WhatsApp and email.

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About us

About us

Who is behind Northbound Marketing?

Two specialists who together spent eight years supporting advertisers on behalf of Google. Now we help business owners in the Netherlands and Belgium grow with Google Ads, Meta Ads, SEO and AI SEO. Honestly, with real figures.

Written by Aziz El M’Kadmi · Reviewed by Carlo Robben · Updated on 29 October 2026

In short

What is Northbound Marketing?

Northbound Marketing is a marketing agency for business owners in the Netherlands and Belgium, founded in January 2026 by Aziz El M’Kadmi. Together with Google Ads specialist Carlo Robben, he supports businesses that want more enquiries, bookings and sales, and want to know what every euro brings in.

Founded: January 2026
Based in: Barcelona
Clients in: The Netherlands and Belgium
Experience: eight years combined on behalf of Google
Status: Official Google Partner
Accounts: stay yours

Why Northbound

The right direction for digital growth.

In the past, you looked at a compass when you needed to find the right direction: north. That’s where our name comes from. When Aziz was looking for a name, he started with what he wants to do for business owners: show them the right direction for digital growth. Northbound literally means ‘heading north’. That’s why there’s a compass in our logo, and why every project starts with your foundation, before we put our foot down.

Growth with direction.

The team

You speak to the people who do the work.

The person you speak to also works on your account. No middleman.

Aziz El M’Kadmi

Founder · Strategy and growth

Grew up in the Netherlands, with Belgian roots. Started in sales for SMEs in Belgium, then spent three years working on behalf of Google in Barcelona, on Google Ads accounts from every sector in the Netherlands and Belgium, from construction companies and showrooms to universities of applied sciences. In January 2026 he started Northbound Marketing, where he sets the course, from analysis to growth plan.

Three years as Senior Account Strategist on behalf of Google
120 accounts of business owners and agencies each quarter

High Value Program · €3.2M ad spend per quarter

Google Ads SearchAI-Powered Shopping Ads

LinkedIn profile

Carlo Robben

Google Ads, Meta Ads and tracking specialist

Spent five years working on Google Ads on behalf of Google, first in Lisbon and then in Barcelona, where he and Aziz were colleagues. Then Account Manager for X Ads. Strong in account structure, remarketing and reading data in Google Ads and Analytics. He listens first and builds a lasting relationship with the business owners he works for.

Five years on behalf of Google in the Google Ads team for the Benelux
Account Manager for X Ads

Top Performer Benelux, Q2 2023

Google Ads SearchGoogle Ads DisplayGoogle Ads VideoAI-Powered Shopping AdsGoogle Ads AppsGoogle Ads Measurement

LinkedIn profile

8 yearscombined experience on behalf of Google

3,000+accounts supported on behalf of Google

Google Partnerofficial partner status for Google Ads

What we stand for

How we work.

Foundation first

A weak website or an unclear offer makes every click more expensive. We tell you that first, even if it has nothing to do with ads.

Real figures

We report real enquiries and bookings, not what a platform reports. For one client, Meta reported 1,510 leads; there were 537.

One business per trade per area

We don’t advertise for two businesses competing for the same customers. How big that area is depends on your trade.

You stay the owner

Your ad accounts, data and website stay yours, even if you stop.

Plain language

No agency jargon. You always know what we’re doing, why, and what it delivers.

Beyond our services too

If we see a growth opportunity we don’t offer ourselves, we simply pass it on.

Company details

Where to find us.

Company: Northbound Marketing
Address: Passatge de Gutenberg 5
08025 Barcelona, Spain
VAT number: ESZ0408712F
Email: aziz@northboundmarketing.ai
Phone and WhatsApp: +32 488 79 50 58
Google Partner: View our profile
Where we work: The Netherlands: North Holland, South Holland, Utrecht, North Brabant, Gelderland, Overijssel, Limburg, Flevoland, Zeeland, Groningen, Friesland and Drenthe. Flanders: Antwerp, East Flanders, West Flanders, Flemish Brabant and Limburg. Elsewhere: remotely, across Europe and beyond.