By Timothy Jacqmin, Co-Founder, Nexuro Digital · July 2026
TL;DR
- We analysed 264 Belgian commercial keywords (8 sectors) to establish the real cost per click (CPC) on Google in Belgium. Data: DataforSEO, July 2026.
- The median CPC across all sectors is 1,88 €, but the gap is huge: from 0,92 € (dentist) to 11,94 € (plumber), with emergency trades costing the most.
- CPC isn't the whole story: what matters is the cost per lead (CPC ÷ conversion rate). At an equal conversion rate, a plumber pays ~13× more than a dentist per contact.
- The practical takeaway: a useful Google Ads budget is worked out sector by sector, never by guesswork. And it only makes sense if conversions are measured.
'How much should I put into Google Ads?' has no single answer, but it does have hard benchmarks, sector by sector. Rather than quoting abstract American averages, we measured the real cost per click in Belgium. Here is the study, and what it means for your budget.
Methodology
We queried the DataforSEO database on 264 commercial keywords across 8 Belgian SME sectors (location: Belgium, language: French, July 2026), and calculated the median and maximum CPC for each. The CPC (cost per click) is the average price an advertiser pays when a user clicks on its ad: it is the crux of any Google Ads budget. The raw data is archived in our study files.
The real CPC by sector in Belgium (2026)
The cost per click varies by a factor of 13 between the cheapest and the most expensive sector: emergency and call-out trades (plumbing, heating) are the most contested, everyday care (dentist) the least expensive.
| Sector | Median CPC | Max CPC | Intent |
|---|---|---|---|
| Plumber | 11,94 € | 33,13 € | High urgency |
| Heating engineer | 4,44 € | 10,97 € | Urgency / seasonal |
| Locksmith | 4,27 € | 8,48 € | High urgency |
| Accountant / accounting firm | 3,06 € | 7,17 € | High value |
| Lawyer / legal | 1,63 € | 6,37 € | High value |
| Estate agency | 1,34 € | 5,82 € | Dense competition |
| Insurance | 1,12 € | 15,98 € | Huge volume |
| Dentist | 0,92 € | 2,42 € | Recurring |
Median CPC across all sectors: 1,88 € (observed range: 0,06 € to 33,13 €).
The logic is clear: the more a click can lead to an urgent, high-margin job (a water leak, a jammed lock), the higher advertisers bid.
From CPC to cost per lead: the figure that really counts
A click is not a customer: what drives your budget is the cost per lead, i.e. the CPC divided by your conversion rate (the share of visitors who contact you). With a realistic conversion rate of 3 to 5% for a well-built page, here is the ballpark cost of a contact by sector:
| Sector | Median CPC | Est. cost/lead (conv. 3 to 5%) |
|---|---|---|
| Dentist | 0,92 € | ~18 to 31 € |
| Insurance | 1,12 € | ~22 to 37 € |
| Lawyer | 1,63 € | ~33 to 54 € |
| Accountant | 3,06 € | ~61 to 102 € |
| Heating engineer | 4,44 € | ~89 to 148 € |
| Plumber | 11,94 € | ~239 to 398 € |
(Illustrative estimates: real measured CPCs, hypothetical conversion rate. Your actual cost depends on the quality of your page and your targeting.)
Two lessons for your budget:
- A 'minimum useful' budget is derived from the cost per lead, not from an arbitrary flat fee: aim first for enough clicks to get measurable leads each month.
- Improving the landing page (and therefore the conversion rate) often does more for your cost per lead than lowering the CPC. This is where the pairing of ads and website really comes into its own: see Measuring the real ROI of your marketing.
Is Google Ads worth it for your SME?
Yes, if three conditions are met: a sector where the cost per lead stays below the value of a customer, a landing page that converts, and conversion tracking. Without measurement, you fly blind and pay for clicks without knowing what they bring in. To frame a starting budget, see Google Ads for SMEs: what budget to plan for ; for the trade-off with SEO, SEO or Google Ads.
FAQ
What is the average CPC on Google Ads in Belgium?
According to our analysis of 264 Belgian commercial keywords (July 2026), the median CPC across all sectors is around 1,88 €, with a very wide range (from 0,06 € to more than 33 €). The average alone therefore means little: CPC depends heavily on the sector and the intent. Emergency trades (plumbing, locksmithing) are the most expensive.
What Google Ads budget for a Belgian SME?
It is derived from the cost per lead in your sector, not from a flat fee. In practice: estimate your cost per lead (CPC ÷ conversion rate), multiply by the number of monthly leads you are targeting, and you get a realistic starting budget. For a low-CPC sector (dentist, insurance), a few hundred euros is enough to generate leads; for a high-CPC sector (plumbing), you need to plan for more.
Why is the CPC so high for some trades?
Because the value and urgency of a click vary. A 'plumber' click can lead to an urgent, high-margin job: advertisers therefore bid high, which pushes the CPC up (to more than 30 € on some keywords). Conversely, a recurring, low-urgency sector like the dentist stays below 1 € median.
How can I reduce my cost per lead on Google Ads?
The most effective lever is often not to lower the CPC, but to improve your conversion rate: a fast, clear, reassuring landing page turns more clicks into contacts. Add precise targeting (geographic and by intent) and conversion tracking to cut what doesn't pay off. This is the joint work of the ads and the website.
Sources
- Nexuro Digital: DataforSEO analysis of 264 Belgian commercial keywords (internal raw data, July 2026).
- Google Ads: How bidding and cost per click work: https://support.google.com/google-ads/answer/1704424
- Google Ads: Conversion tracking: https://support.google.com/google-ads/answer/1722022
About the author
Timothy Jacqmin: Co-founder of Nexuro Digital, a digital marketing agency and Official Odoo Partner (BE-FR-LUX), founded with his brother Bryan Jacqmin.
Our approach: data, transparency and ROI. En savoir plus sur Nexuro →