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Turn visibility
into customers.
Marketing on demand, campaigns, video and content for Belgian SMEs. We pick the channels that pay off in your industry, build them and steer on what counts: cost per customer.
How does an SME win new customers in 2026?
With a channel mix that covers four roles: capture demand from people already searching, create demand among people who are not searching yet, nurture those who show interest and convert with fast follow up. Most SMEs only invest in the first two roles and lose their leads in the last two. Start with three channels at most and only add a fourth once you have 8 to 12 weeks of data.
The four roles of a good channel mix
Capture demand
The customer is already searching. You need to be there at that moment.
Google Search, local SEO, ChatGPT AdsCreate demand
The customer is not searching yet. You interrupt the feed with a problem they recognise.
Meta, TikTok, YouTube, LinkedIn contentNurture
The customer showed interest but is not ready. You stay visible until they are.
Retargeting, email nurture, visitor identificationConvert
The lead is in. Speed and a clear offer decide whether they become a customer.
Speed to lead, landing pages, quote follow upPick your market first, then your channel
The same channel plays a completely different role in B2B and B2C.
B2B
- Who decides
- Several people: owner, purchasing, technical lead
- Sales cycle
- Weeks to months
- Strongest channels
- LinkedIn, cold outreach, Google Search, SEO and networking
- What we measure
- Meetings with decision makers and pipeline value
B2C
- Who decides
- One person or a household
- Sales cycle
- Minutes to weeks
- Strongest channels
- Google Search, Meta, local SEO, reviews and Instagram
- What we measure
- Cost per lead, cost per customer and ROAS
The channels we use most
Scored out of 5 for B2B and B2C. Which combination pays off for you depends on industry, ticket size and region.
Google Ads Search
Captures existing demand with high intent. Someone typing "air conditioning installer Antwerp" wants a solution now. First leads often arrive within days.
Google Ads →Meta Ads
Creates demand among people not yet searching, with visuals and a concrete offer. On Meta the creative is your targeting, so video makes the difference.
Meta Ads →ChatGPT Ads
Sponsored results below a ChatGPT answer, live in Belgium since August 2026. You appear at the moment of choice, with little competition so far.
ChatGPT Ads →Video and social content
Instagram, TikTok and YouTube as shop window and proof. Authentic footage of your team and work beats polished advertising.
Content and video →Personal brand of the owner plus Ads targeted on job title and company. The only channel with reliable targeting on decision makers.
Social media management →Email marketing and nurture
The channel you own. Turns leads that are not ready yet into customers and gets existing customers to buy again.
Email marketing →90 days to a channel mix that pays off
Every phase ends with a decision: stop, adjust or scale. No campaigns running for months without anyone looking.
Foundation
Tracking that is correct, your ideal customer clearly defined and a landing page per main service with one clear action.
Test
Two or three channels live, several creatives and messages side by side and every lead followed up within 5 minutes.
Scale
Budget to the campaign and creative that work, retargeting on people who showed interest and follow up on every quote.
Decide
Cost per customer per channel on the table. What is too expensive stops, what works gets more budget. You decide with us based on numbers.
Still unsure? Start with a test day at 50% off and see what we deliver first.
Where we start per industry
Short concepts based on what we see working. Budget split, timing and message are worked out for your business.
Google Search per service and region, backed by site boards and flyers around ongoing projects. Later Meta with before and after videos.
Construction →Google Search tuned to the season, Meta lead forms with qualifying questions and every lead called within 5 minutes.
OfferDone →Instagram and TikTok as shop window, Meta Ads within a 10 km radius of your venue and later local micro influencers.
Hospitality →Performance Max and Shopping, Meta on ROAS and email flows for welcome and abandoned cart. We steer on margin and not on revenue.
Webshops →Instagram, Meta with an offer for new clients and a referral programme. No discounts that only attract bargain hunters.
Salons and wellness →Meta Ads with a free valuation as lead magnet, backed by portals and email nurture for future sellers.
LinkedIn personal brand, Google Search on niche services and partners who refer. Measured in conversations with decision makers.
Targeted outreach to a list of target accounts, trade fairs and LinkedIn Ads on exactly those accounts. Few leads, high deal value.
B2B industry →Google Search on servicing and tyres, platforms for sales and Meta and TikTok for used cars and detailing.
Automotive →Four leaks we find with almost every new client
Leads waiting a day
The chance of reaching a lead drops sharply after the first minutes. If you call back the next day, you pay for leads that are already with a competitor.
Steering on clicks instead of customers
Without offline conversions, Google and Meta learn to chase cheap form fills. We send booked meetings and quotes back to the platforms.
Forms without qualification
Cheap but cold leads that fill your calendar without revenue. Two smart questions in the form solve most of that.
Too many channels at once
A bit of Facebook, a bit of Google, a bit of TikTok. No channel gets enough budget to leave the learning phase.
What it costs
Marketing on Demand
One dedicated marketer who knows your business. Strategy, campaigns, content and a report every month.
From €450 per month
Marketing on Demand →Campaign setup
Google Ads or Meta Ads campaign with tracking, landing page and creatives, ready to run.
€750 to €2,500 one time
Content and video
On location shoots, social content and AI visuals, per project or as a monthly package.
From €500
Content and video →All prices excluding VAT. Ad spend is paid directly to the platform. See the full price list.
About winning customers
How much ad budget do I need?
For a Belgian SME, Meta is realistic from €600 per month and Google Search from €750 per month, depending on your industry and region. Click prices for installation and legal services often sit between €3 and €10. In the call we work out what you need to reach a clear conclusion within 90 days.
How fast will I see results?
Google Search often delivers the first leads within days. Meta has a learning phase of 1 to 3 weeks and is usually stable after 4 to 6 weeks. After 90 days you know per channel what a customer costs.
Do I need to be active on every social platform?
No. Start with three channels at most: one that captures demand, one that creates demand or prospects and a tracking foundation underneath. Only add a fourth after 8 to 12 weeks of data.
Does this work for B2B?
Yes, with different channels. In B2B it is about LinkedIn, targeted outreach, Google Search on niche services and networking. We then measure in conversations with decision makers and pipeline value instead of cost per lead.
What exactly is Marketing on Demand?
One dedicated marketer who works a set number of days per month for your business, on site or remotely. Strategy, campaigns, content and reporting in one pair of hands, without building your own marketing team.
How do I know what my marketing delivers?
You get one dashboard with cost per lead and cost per customer per channel. We ask every customer how they found you, so word of mouth and offline channels count too.
Which mix fits you?
We look at your industry, your customer, your budget and your goal. You get a concrete channel mix with budget split, tracking and a 90 day plan.