Google contextual advertising in Belgium

Belgium is a small but economically developed country in the heart of Europe. Despite its relatively modest population of 11 million people, it has become an attractive market for advertisers due to its strategic location, high standard of living and developed digital infrastructure.

Located at the crossroads between France and Germany, it serves as a transportation hub and international trade center. The port of Antwerp, the second largest in Europe, ensures fast and efficient delivery of goods across the continent. In addition, Belgium is the political center of the European Union. Its capital Brussels is home to key EU institutions, which attracts many international companies and organizations.

The high level of the population’s ability to pay makes Belgium an extremely attractive market for companies looking to promote their products and services online. According to IAB Europe, the volume of the contextual advertising market in Belgium exceeded 2 billion euros in 2023, showing an increase of 18% compared to the previous year. That is why promotion with this tool is very promising in this country.

Features of setting up contextual advertising in Belgium

When setting up contextual advertising in Belgium, you should take into account the cultural peculiarities and mentality of the local audience. This will help you create more effective advertising campaigns that will resonate better with Belgian users and lead to higher conversions.

Target audience

Belgians are known for their restraint and formality in communication. Unlike their more expressive southern neighbors, politeness, moderation, and professionalism are valued here. In your ads, avoid an overly informal tone, jargon, or excessive emotionality. Instead, focus on clearly stating the benefits of your product and providing useful information.

Despite some restraint, Belgians appreciate the quality of life and know how to enjoy its small pleasures. The country is known for its chocolate, waffles, French fries and craft beer. Don’t be afraid to appeal to these cultural symbols if it’s appropriate for your brand. But don’t forget that this is a highly educated country with one of the best education systems in the world. Locals value intelligence, innovation and creativity.

Consider also that this is one of the most urbanized bits of Europe. The vast majority of the population lives in cities and leads a modern, dynamic lifestyle. Therefore, when setting up targeting, focus on large agglomerations such as Brussels (the capital), Antwerp, Ghent and Liège.

Language targeting

Belgium is unique in terms of language diversity. Three languages are officially recognized here – Dutch (aka Flemish or Dutch), French and German. Moreover, their distribution has a clear geographical reference. The region of Flanders, for example, speaks predominantly Dutch (about 60%), the southern part, Wallonia, speaks French (about 40%), and a small German-speaking community (less than 1%) lives in the east, along the border with Germany.

This diversity needs to be taken into account when setting up advertising campaigns. Although Belgians speak English to some extent, especially in a business environment, promotion in local languages will be much more effective.

Moreover, take into account not only the languages themselves, but also their regional characteristics. For example, “Belgian” French and Dutch may differ slightly from the “standard” variants spoken in France and the Netherlands respectively. These differences manifest themselves in vocabulary, idioms, and even grammar.

To maximize the effectiveness of contextual advertising here, you need to set up separate ads for each language group. When creating texts and landing pages, use native speakers or professional translators familiar with Belgian specifics. This will help you avoid mistakes that could drive away potential customers. Try to select appropriate keywords and phrases for each language to increase the relevance of your ads.

Seasonality in advertising

One of the key periods for advertisers here is the Christmas season. Despite the fact that Belgium is a secular state, Christmas remains one of the most favorite and widely celebrated holidays. In the run-up to Christmas and New Year, companies increase their budgets to attract the attention of consumers in search of gifts for their loved ones.

Another important date for Belgians is July 21, Belgium’s National Day. On this day, they celebrate the anniversary of the coronation of their first king, Leopold I, and their independence. On this date, many brands use national symbols, such as the Belgian flag, to emphasize their connection to the country and express patriotic feelings.

Sport also plays an important role in the lives of Belgians. The country has a long tradition in cycling, and in recent years has made strides in soccer. The World Cup and the Tour de France (which often passes through Belgium) attract a lot of attention from fans. During these events, local companies allocate huge advertising budgets, so if your business is not related to sports, it’s better to turn off campaigns for this period to avoid competing for users with big-name brands.

Geographic targeting

Belgium is a small country, but with distinct regional differences. Proper geographic targeting will optimize your spend and increase its effectiveness. Here are a few key regions to pay attention to:

• Brussels. The capital of Belgium and the European Union, the country’s largest city with a population of more than 1.2 million people in the metropolitan area. It is a political, economic and cultural center where the headquarters of international organizations, including NATO and the EU, are located. If your business is related to politics, international relations, finance or tourism, this region should be a priority when setting up Google Ads in Belgium.
• Antwerp. The second largest city in the country and the largest in Flanders with a population of about 520 thousand people. Antwerp is a major transportation hub thanks to its port, the second largest in Europe. It is known for its diamond industry, fashion industry and rich cultural heritage, including the works of the famous painter Rubens. Antwerp is a must for targeting if you work in logistics, fashion, art or luxury goods.
• Ghent. A city in Flanders with a population of about 260,000. Combines medieval charm with modern industry. It is home to one of the largest universities, making it attractive for educational and innovative projects. Ghent is also known for its food industry and culinary traditions.
• Liège. The largest in Wallonia with a population of about 200 thousand people. Important industrial center, especially in the steel and aerospace industries. Also known for its universities and research centers. If your business is related to industry or innovation, Liege should be on your list for geotargeting.
• Bruges. Although it is smaller in size (population about 120 thousand people), it is considered one of the most popular tourist destinations due to its medieval architecture and romantic atmosphere. If the work of your business is related to the tourist sphere – when setting up location targeting, pay attention to this region.

In addition to these major cities, consider the regional differences. Flanders is more urbanized and industrialized, while Wallonia has a more rural character with an emphasis on agriculture and tourism.

Advertising tools

The following traffic channels are the most effective for promotion in the Belgian market:

1. Google Ads. Search engine advertising remains one of the most effective tools for attracting targeted traffic. This tool shows high performance for most niches.
2. Shopping Ads. Recently, the Google Shopping format has become increasingly popular among local advertisers, especially for online retailers. This tool allows you to display product ads directly in search results. Such ads show much better results for the same budget compared to other tools, which is very important in the highly competitive advertising market of Belgium.
3. Performance Max. These campaigns span multiple marketing channels and formats (CMMS, YouTube, Gmail, etc.). In Performance Max, Google applies machine learning to both ad creation and audience selection to achieve the highest conversion rates.
4. Facebook and Instagram. Despite growing competition from other platforms, Facebook and its owned Instagram remain key channels for promotion. According to Statista, more than 7 million Belgians were active Facebook users in 2023. Instagram, on the other hand, is particularly popular among young people and young professionals, making it an ideal platform for brands targeting these demographics.
5. LinkedIn. It is a must-have tool for promoting B2B companies. Belgium has a very developed business ecosystem, and local professionals are actively using this platform to make business contacts, find jobs and share knowledge. Advertisers can use LinkedIn’s targeted advertising to promote their products and services, as well as to attract talent.
6. TikTok. Although it is a relatively new platform, it is rapidly gaining popularity, especially among teenagers and young adults under 30. According to Statista, in 2023, TikTok had a reach of 2 million users directly from Belgium. Therefore, in recent years, local brands have started to actively experiment with this format.

What can’t be advertised in Belgium?

Belgium, like other European countries, has strict rules and restrictions on the advertising of certain goods and services. These rules are aimed at protecting the health and well-being of citizens, as well as preventing unfair competition. Here are some of the key restrictions:

• Tobacco products. Belgium has a total ban on advertising cigarettes and other tobacco products in all media, including print, radio, television and the internet. Point-of-sale advertising and sponsorship of any events by tobacco companies are also prohibited. These strict measures are part of the government’s efforts to combat smoking and protect public health.
• Alcohol. Advertising of alcoholic beverages is allowed here, but with significant restrictions. The campaign must not target minors, give the impression that drinking alcohol improves physical or mental health, or link alcohol to driving. It is also prohibited to advertise alcoholic beverages on television and radio between the hours of 6:00 a.m. and 8:00 p.m.
• Gambling. Advertisements must contain a warning about the dangers of gambling addiction and information about support services. It is forbidden to use images of minors or to direct advertising at them. All gambling operators must be licensed by the Belgian Gaming Commission.
• Medicines and medical procedures. Like many other EU countries, Belgium prohibits the advertising of prescription drugs to the general public. OTC drugs may be promoted, but the advertising must be honest, truthful and not misleading. There are also restrictions on advertising certain medical procedures, such as plastic surgery.
• Political parties. Advertising of political parties and candidates is allowed, but with some restrictions. For example, there are limits on campaign expenditures, as well as rules regarding equal access to media for all contestants. In addition, there is a period of electoral silence during which political advertising is prohibited.

These rules are monitored by several organizations, including the Advertising Council (JEP) and the Superior Audiovisual Council (CSA) for the French-speaking part of Belgium, and the Advertising Council (Raad voor de Reclame) for the Dutch-speaking part.

Cost of Google Ads contextual advertising in Belgium

According to Wolfgang Digital, the average cost of contextual advertising in Belgium is around €1.60. However, this figure can vary significantly depending on the industry, the level of competition and the keywords chosen.

Here are some examples of the average cost per click for different topics in Belgium:

• Finance and Insurance – €3.80;
• Legal Services – €3.40;
• Marketing and advertising – €3.00;
• Travel and tourism – €2.00;
• E-commerce (clothing and footwear) – €1.80;
• Real estate – €1.60;
• Health and medicine – €1.40.

Note that these figures are averages and may not reflect the actual cost per click for a particular company or campaign. Many factors influence the price, including the quality of ads and landing pages, keyword relevance, targeting settings and overall budget.

In addition, you should also take into account the cost of the services of specialists in setting up and managing campaigns. In Belgium, as in other Western European countries, the services of local professionals can be quite expensive due to the high standard of living and salaries. That’s why it’s better to turn to one of the Ukrainian agencies for setting up contextual advertising in Belgium.

Google’s share in total search traffic in Belgium

Google is the undisputed leader among search engines in Belgium with an impressive 91.05% of the market. This means that more than 9 out of 10 search queries are made via Google.

Thus, the search giant lives up to its name by covering almost the entire online audience of the country. That is why advertisers should first of all ensure that Google ads are set up in Belgium and only then consider promotion on other search engines.

The closest competitor is Microsoft’s Bing search engine with a share of only 6.11%. Despite its integration with the Windows operating system and some other Microsoft products, Bing has not yet managed to significantly increase its share and seriously compete in the market.

Other search engines (Ecosia, DuckDuckGo and Yahoo!), have very small figures – less than 1% each. However, Ecosia, an “eco-friendly” search engine that uses most of its profits to plant trees, has a slightly higher share in Belgium (0.87%) than in neighboring countries, indicating the preferences of the local audience.