Paid Advertising Statistics
Paid advertising delivers traffic fast, but the figures show where the real result lies: not in clicks, but in qualified leads at an affordable cost per lead.
Last updated: · 8 verified statistics
What do these figures mean for Belgian B2B companies?
The common thread in the PPC figures is clear: clicks are easy to buy, results are not. Average cost per click is rising, a noticeable share of traffic is invalid, and the creative message carries more weight than most marketers think. Whoever steers only on CTR or CPC is optimizing the wrong lever.
For B2B with long sales cycles, only one thing matters: how many qualified leads does your budget deliver, and at what cost. A lower CPC is nice to have, but a cheap click that never becomes a conversation still costs you money. Steer on cost per qualified lead and on better ROAS, filter out invalid traffic, and invest in strong creative. That’s how paid advertising becomes a growth engine instead of a budget leak.
Frequently asked questions
What's a good CTR or CPC for my campaigns? +
There's no universally good number. CTR and CPC vary enormously by sector, channel and ad format. Benchmark yourself against your own sector and look mainly at cost per qualified lead, not isolated click figures.
How much of my ad budget is lost to ad fraud? +
Research estimates invalid traffic across major channels at around 8.5% on average. With good exclusion lists, conversion tracking and regular checks, you keep that under control and steer budget toward real people.
Is Google Ads or social the best channel for B2B? +
That depends on your goal. Google Search captures active demand and often performs best on purchase intent. LinkedIn reaches the right job functions but at a higher cost. The best choice is measured by leads and revenue, not click volume.
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Source: Customer Impact, Paid Advertising Statistics, https://www.customerimpact.be/en/marketing-statistics/paid-advertising/ What clients say about us
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I have been working with Customer Impact for a while now and it has been a breath of fresh air from the very start. The team complements itself perfectly, so you always have someone with very extensive knowledge of specific aspects of marketing, ranging from ads to web design and strategy. The hands-on approach means you can always get started right away, and the feedback is always clear and honest. No nonsense, just facts.
Axel D.S.
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
They do not just execute, they also think along strategically. Real B2B specialists. Recommended!
Jack Daly
Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.
Tandarts.nl
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️
Jovana Vakic
Tanguy combines deep expertise, fresh thinking, and hands-on experience to help growing companies achieve meaningful results!
Daphne N
Great service. Lean and mean. Would definitely recommend.
Chris Gauci
Top quality service. Can only recommend.
Virginia Lesaffer
Professional approach to creating the website for my side business. Happy with the collaboration. Definitely recommended!
Kayna Geusens
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the very start. The team complements itself perfectly, so you always have someone with very extensive knowledge of specific aspects of marketing, ranging from ads to web design and strategy. The hands-on approach means you can always get started right away, and the feedback is always clear and honest. No nonsense, just facts.
Axel D.S.
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
They do not just execute, they also think along strategically. Real B2B specialists. Recommended!
Jack Daly
Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.
Tandarts.nl
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️
Jovana Vakic
Tanguy combines deep expertise, fresh thinking, and hands-on experience to help growing companies achieve meaningful results!
Daphne N
Great service. Lean and mean. Would definitely recommend.
Chris Gauci
Top quality service. Can only recommend.
Virginia Lesaffer
Professional approach to creating the website for my side business. Happy with the collaboration. Definitely recommended!
Kayna Geusens
What do these figures mean for you?
We translate market data into a concrete growth plan for your B2B company, focused on customers and revenue.