Google Ads built for your industry’s economic reality
An effective Google Ads account does not copy across from one sector to another: the buying cycle, the value of a customer and the competition have nothing in common between a real-estate agency, a restaurant, a B2B SME and an e-commerce. Here is how I adapt the structure, keywords and measurement to each.
Real estate, hospitality, SMEs, e-commerce: four distinct logics
Real estate
Long cycle, high value per lead, strong competition on transactional keywords. We target high intent (valuation, mandate, property type and municipality) and care about qualification: better fewer leads, but serious ones.
Hospitality
Local and immediate intent, tight margin per cover. Geo-targeted campaigns and concrete conversions — bookings, calls, directions — with budget concentrated on the slots and areas that actually fill the room.
B2B SMEs
Lower search volumes but high contract value. Account tightened on decision-stage queries, measured forms and calls, coordination with SEO so you don’t pay for what you already win organically.
E-commerce
Managed on ROAS, Shopping and Search campaigns, paired with Meta Ads depending on the buying cycle. On-site conversion (CRO) is part of the equation: a clean product feed and converting pages are worth more than aggressive bidding.
Several sectors, one measurement method
Multi-brand e-commerce managed on ROAS (Equine Care Group), B2B lead generation on cost per lead (Groupe Audit Belgium), acquisition for higher education (ESTACA). Different sectors and buying cycles, each judged on the indicator that matters to it.
Frequently asked questions about Google Ads by industry
Does Google Ads work for real estate in Belgium?
Yes, provided you target the right intent. Real estate has strong competition on transactional keywords and high value per mandate: we target high-intent queries (valuation, sale, property type and municipality) and qualify leads so as not to burn budget on non-serious contacts.
Is Google Ads profitable for hospitality?
It depends on your margin and your area. Hospitality has local and immediate intent: geo-targeted campaigns with concrete conversions (bookings, calls, directions) can be profitable, but on tight margins, local SEO and the business profile are sometimes a better first lever. I say so honestly at scoping.
My B2B SME sector has low search volume, is that a problem?
Not necessarily. Low volume paired with high contract value often justifies an account tightened on the most decision-stage queries. The point is not the number of clicks but lead quality; we measure cost per lead, not volume.
Do you manage e-commerce and Shopping campaigns?
Yes: Shopping and Search campaigns managed on ROAS, paired with Meta Ads depending on the buying cycle. I also factor in on-site conversion (CRO) and product-feed quality, because converting pages are worth more than aggressive bidding.
What if my sector isn’t in this list?
The method adapts: legal, health, training, services… We always start from your buying cycle, the value of a customer and the competition on your keywords to build the right account structure. These four sectors are examples, not a limit.
How much does a campaign cost in my sector?
Cost per click varies widely between sectors, and the budget is made of media plus the flat management fee. The breakdown is on the Google Ads Pricing Belgium page, and the precise quote is done at scoping.
Other services
Google Ads & CRO
Search campaigns managed on cost per lead, A/B testing and funnel optimisation. Traffic isn’t the goal: conversion is.
Google Ads Pricing Belgium
How the cost of a Google Ads campaign in Belgium is built: media budget, management fee, what’s included. No hidden percentage on spend.
Conversion Rate Optimisation (CRO)
A/B testing, landing pages and conversion journeys. Raising the conversion rate makes every visit — paid or organic — more profitable.
Let’s talk, concretely.
In 20 minutes, we look at where you stand on this specific topic: what’s blocking you, and what fixing it would be worth. No preparation needed, no commitment.
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