What does Google Ads costfor a small business in Belgium?
For a local service provider, 300 to 600 euros of ad budget per month is usually enough to see what works. On top of that comes management: at The Batcave 690 euros for the set-up and 290 euros per month. Below you read how the cost is made up, what an enquiry costs and where budget usually leaks.
01
You pay per click, not per view.
Google Ads works as an auction. For each keyword, your bid, the quality of your ad and the competition decide what a click costs. A click on “window cleaner Antwerp” costs less than a click on “divorce lawyer”, because fewer advertisers compete for it and a client is worth less. You set a daily budget. On busy days Google may spend up to twice that, but over a month never more than 30.4 times your daily budget (Google Ads Help).
Figures
What an enquiry can cost, from a real campaign.
- €658ad budget over four months
- 46enquiries via form, phone and email
- €14.31per enquiry
Steamy Windows, window cleaner in Antwerp, 1 July to 28 October 2026. View the case. For comparison: in WordStream’s international benchmark the average cost per lead rose to 70.11 dollars in 2025, across more than 16,000 campaigns (Shopifreaks).
Price
What drives the cost
Four factors explain almost every difference in what a client costs through Google Ads.
Sector and region
The more companies bid on the same keyword, the more expensive the click. Lawyers, insurance and real estate are expensive. Local trades and services are often cheap.
Keywords and exclusions
Keywords that are too broad attract people looking for something else. Without exclusions you pay for “free”, “job” or “DIY”.
Your landing page
A page that promises the same as the ad, loads fast and has a clear button turns more clicks into enquiries. That lowers the cost per enquiry more than a higher bid.
Measurement
Google sends your budget to whatever it sees as a conversion. If your tracking counts wrong, Google optimises for the wrong thing. According to WordStream, almost 29 percent of the accounts studied had no conversion at all in 90 days.
Price
The costs next to your ad budget
Count on these items when you have Google Ads managed.
Set-up
Keyword research, campaign structure, ads and tracking in GA4 and Google Tag Manager. At The Batcave 690 euros, one-off.
Management
Reviewing search terms, adjusting bids and budget, a monthly report. At The Batcave 290 euros per month. Agencies often charge a percentage of your budget, which makes your manager earn from spending more.
Landing page
If you have no page that matches your ad, that is the first investment. A separate landing page costs less than months of wasted budget.
Your own time
Following up enquiries. An enquiry that gets an answer only after three days has often gone to a competitor.
Advice
Start small, measure everything, and only scale what works.
Start with a few hundred euros per month on your main service and region. After four to six weeks you know what an enquiry costs. If that is lower than what a client brings you, raise the budget. If not, the problem usually lies in the tracking or the landing page, not in Google. Not sure your account is set up right? Have it checked first.
Questions
What people usually ask about the cost of Google Ads.
What is the minimum budget for Google Ads?
Google sets no minimum. Below 10 euros per day you get too few clicks in most sectors to learn anything. For a local service provider, 300 to 600 euros per month is a good starting point.
What does a click cost in Belgium?
That depends on the keyword. In WordStream’s benchmark the average was 5.42 dollars per click in 2025, across all sectors. Local services are usually lower, legal and financial keywords higher. The keyword research at set-up gives you the real amounts for your sector.
How fast do I earn my budget back?
Count on four to six weeks before Google has enough data to steer well. After that you see each month what an enquiry costs and how many become clients.
Can I run Google Ads myself?
Yes, if you have time to review your search terms weekly and your tracking is set up correctly. Those who don’t usually pay more per enquiry than management would cost.