Google Ads SME Guide: Start With €500 Budget (2026)

TL;DR: Running Google Ads Yourself With a €500 Budget

With a €500 budget, you can launch a solid Google Ads campaign for your SME in Belgium. Choose a maximum of 10 specific long-tail keywords, set a daily budget of €15-20, focus on the Search network, and measure conversions via Google Analytics. Expect 150-300 clicks per month depending on your industry and CPC.

What Does Google Ads Cost Per Industry in Belgium?

The cost per click (CPC) varies significantly by industry in Belgium. According to recent data from published CPC benchmarks, these are realistic averages:

* Retail/e-commerce: €0.65 - €1.10

* Services: €1.00 - €1.85

* B2B/Business Services: €1.80 - €3.20

* Construction/Renovation: €1.20 - €2.50

* Health/Care: €1.50 - €2.80

For a plumber in Antwerp, you pay an average of €1.80 per click. With a €500 budget, you can therefore expect around 275 clicks. Note: these prices fluctuate daily due to competition and seasonal demand.

How Do I Choose the Right Keywords for My SME?

Keyword research starts with your customers' language. Use the free Google Keyword Planner and follow these steps:

1. Enter 5 seed words related to your service.

2. Filter by location: Flanders or a specific province.

3. Select only keywords with clear 'commercial intent'.

4. Sort by average monthly search volume.

5. Choose long-tail variants (3+ words) with 100-1000 searches.

Example: Instead of "plumber," choose "emergency plumber Antwerp" or "fix blocked toilet." These are more specific, often cheaper, and convert better.

What's a Good Daily Budget for a Small Business?

For SMEs, I recommend starting with €15-25 per day. This gives you:

* Enough data for optimization within 2-3 weeks.

* 10-20 clicks per day depending on CPC.

* The ability to run A/B testing.

Start small and scale based on results. With €20 per day and a €1.50 CPC, you'll get about 13 clicks daily. After 30 days, you'll have 390 clicks to analyze.

How Do I Measure the ROI of My Ads Campaign?

ROI is calculated simply: (Revenue from Ads - Ads Cost) / Ads Cost × 100%. But you must measure conversions correctly:

1. Install Google Analytics 4 on your website.

2. Set up conversion goals (contact form, quote request, phone call clicks).

3. Link Analytics to your Google Ads account.

4. Use 'Conversion Value' if you sell different services.

Example: 1 quote request = €500 potential value. With 20 clicks costing €30 and 1 conversion, your cost per conversion is €30. ROI = (€500 - €30) / €30 = 1567%.

Which Bidding Strategy Works Best for Beginners?

Start with the 'Maximize Clicks' bidding strategy. This gives Google control over your bids while staying within your daily budget. After 2-4 weeks of data, switch to:

* Maximize Conversions: if you have 30+ conversions.

* Target CPA: set your desired cost per conversion.

Begin with automated bidding. Manual bidding requires experience and constant monitoring that SME owners rarely have.

Should I Choose Search or Display Network?

For SMEs with a limited budget: focus 100% on the Search Network. Reasons:

* Higher conversion rates (2-5% vs. 0.5% for Display).

* Clearer intent - people are actively searching.

* Better ROI measurability.

* Less budget waste.

The Display Network becomes effective with a €1000+ monthly budget and requires banner ads. Start with Search, expand later.

How Do I Write a High Quality Score Ad?

Quality Score determines your ad position and CPC. Focus on these 3 factors:

1. Expected Click-Through Rate: use the keyword in headline 1.

2. Ad Relevance: match the search intent exactly.

3. Landing Page Experience: page loads fast, is mobile-friendly.

Example ad for "web design Aalst":

Headline 1: Web Design Aalst | Professional Websites

Headline 2: For SMEs From competitive pricing

Description: Local web developer from Aalst. Custom websites, no templates. Free initial consultation.

Which Landing Page Works Best for Leads?

Your landing page makes or breaks your campaign. Essential elements:

* 1 clear call-to-action above the fold.

* Contact form with a maximum of 4 fields.

* Trust signals: reviews, certifications, local mentions.

* Load time under 3 seconds.

* Mobile-optimized display.

Avoid using your homepage as a landing page. Create specific pages per keyword group. For "web design Aalst" use /webdesign-aalst, not /services.

Frequently Asked Questions

Is €500 per month enough for Google Ads?

Yes, for SMEs, €500 is a realistic starting budget. You can expect 150-300 quality clicks depending on your industry. Focus on long-tail keywords and optimize after 30 days.

Can I run Google Ads myself without an agency?

Absolutely. With this guide and Google's free tools, you can manage effective campaigns yourself. Start small, learn from the data, and scale gradually. Agencies typically become cost-effective only from €2000+ monthly budgets.

How many clicks will I get for a €1000 budget?

With an average CPC of €1.50, you can expect 650-700 clicks. This varies greatly by industry—retail gets more clicks than B2B. Measure conversions, not just clicks.

When will I see results from my campaign?

After 2-3 weeks you'll have enough data for initial optimizations. Significant results in terms of leads/revenue usually appear after 6-8 weeks of continuous optimization.

Should I stop if I don't see direct sales?

Not immediately. B2B has longer sales cycles. Measure micro-conversions like whitepaper downloads, quote requests, or newsletter sign-ups. Only after 90 days and 1000+ clicks should you fully evaluate success.

Managing Google Ads yourself is perfectly feasible for Flemish SMEs. Start with a realistic budget, focus on the Search network, and optimize continuously. The data will teach you what works—trust the numbers, not assumptions.

Need help with the technical setup? At LUNIDEV, I help SMEs with conversion optimization and tracking implementation. Not Ads management, but the technical foundation you need for success.

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This article was created with the assistance of AI tools and reviewed by the author. Read about our AI approach →