Confirm active search demand
Start with buyer language, not internal product labels. Separate research queries from urgent or commercial searches and assess whether the demand supports a test.
Structure keywords around intent
Group related themes so ads and pages remain relevant. Match types control reach; negative keywords and search-term reviews prevent obvious waste.
Treat Belgium as multilingual
Language and location need deliberate structure. A French query should reach a relevant French journey. Brussels may require separate NL, FR and EN routes without implying an office.
The landing page is part of the campaign
A generic homepage forces the visitor to search twice. Continue the promise, answer objections, show proof and make mobile contact easy.
Build reliable conversion tracking
Measure successful forms, qualified calls or bookings—not button clicks alone. Test consent, duplicates and confirmation routes. Account ownership should stay transparent.
Optimise for lead quality
Cost per lead is incomplete without sales feedback. A more expensive enquiry may be better when it fits, responds and progresses.
Avoid common budget waste
Broad themes, mixed languages, weak exclusions, generic pages and unverified conversions can create misleading activity. There is no universal Belgian budget.
COMMON QUESTIONS
How much budget do I need?
It depends on demand, competition, geography, lead value and required data.
How quickly will it work?
Signals can arrive after launch; conclusions need enough searches, spend and conversions.
Do I need a landing page?
Often, especially when the homepage serves several audiences.
Who owns the account?
The advertiser should retain transparent access and understand billing and measurement.