What Direkt does

Direkt is a firmographic label applied to an entity operating at paycan.de, which the underlying data identifies as Paycan GmbH, doing business as Paycan Digital. Paycan GmbH is a privately held, two-person digital marketing agency registered in Coesfeld, Germany, with its operating base in Nottuln. It is led by Managing Director Nadine Wallace and co-founder Gerri Wallace, who together hold 48 years of online marketing experience (28 and 20 years respectively) and personally service every client account with no junior staff or ticket systems. The firm's core product is a full-service Meta Ads management offering covering strategy, campaign setup, daily optimization, budget control, scaling, and reporting for Facebook and Instagram, with supplementary capability in LinkedIn and TikTok advertising. Underlying technology is the Meta Ads platform plus Meta Pixel for measurement; the firm does not produce creative assets and instead provides briefs and a referral network of videographers.

The business model is subscription-based monthly retainers delivered via a sales-led, consultation-first GTM motion aimed at German local SMBs. Two tiers are published: Starter at €699/month and Growth at €999/month (both net), plus a €499 one-time setup fee and a 10% fee on ad-budget spend above tier caps (€2,500 for Starter, €5,000 for Growth); clients pay Meta directly for ad spend, which does not flow through Paycan's revenue. Target verticals include insurance agencies, craftsmen/trades (roofers, HVAC, electricians, painters, bathroom renovation), logistics/spedition (for both customer leads and driver/warehouse recruitment), financial and real estate brokers, and other local service providers such as fitness studios, driving schools, and nursing services. The firm also operates LIGO (ligomatch.com), a separate business-networking sub-product, and previously ran an in-house training institute for other advertisers. No external investors, parent company, or institutional ownership is disclosed.

Name

Direkt

Legal name

Paycan GmbH

Website

https://paycan.de

Company type

Private

Operating status

Operating

Short description

Paycan GmbH (Paycan Digital) is a two-person German Meta Ads management agency in Nottuln that runs Facebook and Instagram campaigns for local SMBs such as insurance agencies, craftsmen, logistics firms, and service providers via subscription retainers of €699–€999/month.

Ownership category

akta.pro rank

Product category

Digital Advertising Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Paid Social Advertising (BPAFACAB)

akta.pro secondary industry

Paid Social Media Buying (BPAFABAD)

Keywords

• Meta ads management
• Facebook Instagram advertising
• Lead generation services
• Performance marketing agency
• Local business advertising

Headquarters

HQ city

Nottuln

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Monthly Management Retainer: Subscription-based monthly retainer fees for ongoing campaign management, setup, optimization, and reporting. Two pricing tiers: Starter at €699/month and Growth at €999/month, plus one-time setup fee of €499.
2. Ad Spend Percentage Fee: When client advertising budgets exceed tier thresholds, Paycan charges 10% of the ad spend budget above the cap. Clients pay Meta directly for ad spend; Paycan takes no cut from ad spend within tier limits.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Paycan Digital provides full-service Facebook and Instagram (Meta Ads) campaign management for local German small and medium-sized businesses. The service covers strategy, campaign setup, audience targeting, ad copy and hooks, daily optimization, budget control, scaling, and reporting, delivering qualified leads to clients via phone call, WhatsApp, or web form. Primary verticals served are insurance agencies, logistics/spedition companies, tradespeople (roofers, HVAC, electricians, painters), financial and real estate brokers, and other local service providers.

Product overview

Paycan Digital offers a single unified Meta Ads management service, providing strategy, campaign setup, daily management, budget control, optimization, and scaling for Facebook and Instagram advertising. Two service tiers are offered: Starter (€699/month) and Wachstum (€999/month), both targeting local businesses such as insurance agencies, logistics companies, tradespeople, and service providers. The service does not include photo/video production, for which clients receive clear briefs or partner referrals.

Differentiator

Problem solved

Functional benefit

Brands

• LIGO: A smart tool for business networking, mentioned as being built by Paycan alongside their advertising services.

Products and services

• Paycan Digital – Meta Ads Management Service Full-service Facebook and Instagram advertising management for local German SMBs (insurance agencies, logistics companies, tradespeople, financial/real estate brokers, and other local service providers). Includes strategy, campaign setup, audience targeting, ad copy and hooks, creative briefings, daily optimization, budget control, scaling, reporting, and clear action recommendations. Leads are delivered to clients via phone call, WhatsApp, or web form. Offered in two tiers: Starter (€699/month net) for small businesses with simple campaigns and Growth (€999/month net) for businesses serious about testing and scaling, each with a one-time €499 setup fee and 10% of ad spend charged above tier thresholds. Photo and video production are excluded but briefs/scripts and partner referrals are provided.

Quantifiable outcome

• First leads typically within days to two weeks after campaign launch
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Video Production NetworkminorOthersPaycan maintains a network of recommended professional videographers and photographers for clients who need creative content for their ad campaigns. This is not a formal partnership but a curated referral network. They provide creative briefs and scripts but do not produce video/photo content themselves.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pilot Group: Performance marketing agency operating in Germany with paid social capabilities. Comparable in being a specialist performance/paid social agency; differs by serving larger mid-market and enterprise clients.
• Lunapark: German social media and content marketing agency with a strong paid social offering for SMB and mid-market brands. Comparable in channel mix (Meta-led), German footprint, and SMB orientation.
• Smarketer: Berlin-based performance marketing agency focused on paid media (primarily Google Ads) for SMBs and mid-market clients. Closely comparable business model (subscription-style retainers, SMB focus, German market) though with a Google-rather-than-Meta center of gravity.
• Diva-e: German full-service digital agency offering performance marketing including paid social. Comparable in DACH focus and digital marketing capabilities, though typically serving mid-market and enterprise clients.
• TWT Digital: Cologne-based German digital agency offering performance marketing and paid social services to mid-market clients. Comparable in channel capabilities and DACH market focus, though typically serving larger clients than Paycan.

Broad incumbents

• GroupM Germany: Global media-buying network's German operation, offering paid social and Meta buying as part of a much broader media portfolio. Overlaps with Paycan in paid social execution but addresses very different client segments.
• Jung von Matt: One of Germany's largest independent creative and digital agencies, offering paid social as part of a broader portfolio. Comparable as a German agency competitor for paid social budgets, but not specialist-focused on SMBs or Meta-only.
• TLGG: Berlin-based digital agency with strong paid social and content capabilities serving larger brands. Comparable channel capabilities, but serves enterprise clients rather than local German SMBs.

Emerging players

• Reachhero: German SMB-focused digital marketing platform/agency with paid social capabilities. Comparable in targeting the German SMB segment with digital advertising services, though with a more platformized delivery model.
• Adseed: Smaller German performance/paid social agency with SMB and mid-market focus. Comparable in size and channel orientation to Paycan, serving as a closer competitor for the same German SMB budget pool.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/paycan-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Direkt