Google Ads in Brussels: clear, measured and manageable campaigns
Search and Performance Max campaigns structured around your objectives, budget and available data. Landing pages, conversion measurement and regular optimisation. Your account and data remain under your control.
Connect each campaign to an intent, a measurement and a decision
Follow the connection between search and action
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Intent
The search or need you want to cover.
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Ad
A proposition aligned with that intent.
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Page
A destination that explains the offer and possible action.
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Conversion
An action defined and tracked in the account's tools.
In brief: a Google Ads assignment connects search intent to an ad, a landing page and a defined conversion. Management then involves reading search terms, costs and the quality of the actions obtained.
Google Ads lets you display an ad when someone performs a search or enters a defined audience. Performance, however, depends on the competitive context, offer, landing page, measurement quality and bidding choices.
We structure campaigns by intent and examine search terms, exclusions, budgets and conversions that actually matter to the business. Decisions are based on account data, without presenting sector benchmarks as promises.
Where first-party data and consent allow, enhanced conversions can supplement existing tracking. Google presents them as a way to improve measurement accuracy, not as a guarantee of volume or profitability.
6 Google Ads formats we manage
Targeted Search Ads
Search campaigns structured by intent (commercial, transactional, competitor searches). Optimised RSA ads (15 headlines × 4 descriptions), extensive negative keyword exclusions, geographical targeting of Brussels + the Walloon/Flemish outskirts.
Demand Gen & video
Visual campaigns considered according to the objective, creative resources and available audiences. The channel is selected after analysis, never added as a matter of principle.
Controlled Performance Max
PMax structured with dedicated asset groups by audience, first-party audience signals, low-quality placement exclusions and Search Term Insights monitoring to prevent brand traffic diversion.
Remarketing & Customer Match
Audiences segmented by funnel stage (visitor, basket, unconverted lead), Customer Match using the CRM database, exclusion of existing customers to avoid wasting budget.
Robust conversion tracking
GA4, Google Tag Manager and enhanced conversions where the context justifies them. Offline conversions can be imported to connect campaigns with observed business results.
Dedicated landing pages
A page aligned with the ad's promise, with a clear journey and testable measurement. The design is adapted to the offer, without a promised conversion rate. See our landing page service.
Test your own Google Ads assumptions
This calculation contains no Kanexio benchmark: you enter every performance input.
Illustration only, not a forecast or guarantee. The calculation assumes your rates remain constant. It does not include management fees, margin, taxes, returns, sales timelines or bidding fluctuations.
From audit to management: 5 clear steps
Ads and measurement audit
For an existing account: audit of Search Terms, Quality Score, conversion tracking, negative keyword exclusions and campaign structure. For a new account: account architecture, GA4 + GTM + Enhanced Conversions, CRM integration if needed.
Research and account structure
Research using available data and Google Keyword Planner. Architecture in thematic groups according to volume, offers and intents. Exclusion list adapted to actually observed terms.
Ad and page creation
Responsive ads, useful assets and landing pages aligned with selected intents. Asset volume depends on the context and platform limits.
Launch and optimisation
Bidding choices based on objectives and account data. Review of search terms, exclusions, budgets, ads and audiences. No universal threshold is applied automatically.
Reporting and decisions
Report on spend, observed conversions and indicators defined with you. Budget increases, reductions or reallocations are based on the account and your economic constraints.
Your questions about Google Ads in Brussels
What is the minimum budget to start Google Ads in Brussels?▾
There is no universal minimum. The budget depends on actually observed bidding costs, the area, desired volume, conversion value and acceptable level of uncertainty. We document a scenario before launch, then adjust it using account data.
Do enhanced conversions guarantee better performance?▾
No. Google presents them as a feature that can improve measurement accuracy using hashed first-party data. Their relevance, implementation and consent must be assessed case by case.
How much does Google Ads account management cost?▾
Published Kanexio prices: initial setup from €1,800 to €4,500 depending on scope, then monthly management at 12 to 18% of the media budget with a minimum of €480 excluding VAT per month. No markup is added to the Google budget. Your campaigns remain in your account, with your administrator access. You can also take our training to manage Google Ads independently. For an existing account, our fixed-price overhaul at €1,990 excluding VAT, delivered in 5 days according to the agreed scope, is another option.
SEO or Google Ads: which should you choose?▾
The choice depends on the objective, timeframe, budget and existing demand. Google Ads buys visibility while the campaign runs. SEO builds pages for organic search, with no universal timeframe or return. The two approaches can be tested separately or together.
How can you prevent competitors from diverting clicks?▾
A brand campaign can be assessed using queries, the competitive context and expected incrementality. Search terms are then examined to exclude those outside the defined scope.
Google Ads + these approaches = a complete system
Official sources
- Google Ads: responsive search ads
- Google Ads: enhanced conversions for web
- Google Ads: Performance Max principles
Advertising performance depends notably on bidding, competition, the offer, creative assets and measurement. No official source can guarantee a CPC, conversion volume or ROAS for a given account.
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