Google Ads agencies for webshops in Belgium: who steers on profit?

Search Google for the best Google Ads agency in Belgium and you get agency service pages and pages generated per town. We found no Belgian comparison in the first results. The AI summary Google shows at the top judges agencies on their partner badge, their reporting, their contract and their region. It says nothing about webshops, margin or profit.

For a webshop, that is exactly what matters. A campaign can reach a fine ROAS and still lose money, and anyone running Google Ads and Meta Ads together often counts the same sale twice. This overview checks seven Belgian agencies, ClickForest included, on what they say on their own site about Shopping, margin, Meta Ads and ownership of your account. Everything was checked on 28 September 2026.

How was this list put together?

With two tests, both checked on the agency’s own site on 28 September 2026: a Belgian address, and Google Shopping or Performance Max as a named service for webshops. The candidates came from Google.be, from existing lists and from ChatGPT’s answers to the same question. We looked up partner status in Google’s official directory.

ClickForest is in this list itself and has an interest in you choosing us. That is why the table is not a ranking. ClickForest is at the top, the other agencies follow in alphabetical order, and at the end there is a section on who we are not the logical choice for. ClickForest manages Google Ads for webshops in Flanders and applied the same tests to itself as to the others.

The overview contains no links to the other agencies, because their name is enough to find them, and it mentions no prices. Being in this list means an agency demonstrably offers the service. Whether it is good at it cannot be measured from the outside.

The list is about webshops, because margin per product weighs most heavily there. Campaigns for B2B leads or local service businesses call for other tests, such as the cost per qualified lead, and we did not apply those here.

Seven candidates dropped out. Get Lead in Lennik, 7211 in Berchem and CLICKTRUST in Brussels describe no Shopping or Performance Max offer for webshops on their site. AdSpecialist in Mechelen is a Premier Partner, but focuses on audits and training. One agency lists no address and excludes Meta Ads for webshops. Two agencies that ChatGPT named turned out to be an Estonian company or list no Belgian address.

Which Belgian agencies manage Google Ads for webshops?

Seven in this list, ourselves included: six in Flanders and one in Brussels, from a freelancer to a Premier Partner. All seven run Meta Ads as well as Google Ads. They differ mainly in how they talk about profit, in whether they manage or measure Google and Meta together, and in their status with Google. The table shows what each agency says about this on its own site.

What the table says comes from the agencies’ own sites and has not been independently verified. “No profile found” means we did not find the agency in the directory. That does not prove the status is missing: Google states on every profile that some details are self-reported, and agencies can opt out.

Izoard is a spin-off of CLICKTRUST and is in the same building in Brussels. Litchie is a one-person company: a freelancer who, according to its own site, works across Europe, the United Kingdom and the United States. Zentio targets SMEs and local service businesses more broadly, with webshops as one of its audiences.

Why is a high ROAS not yet profit?

Because ROAS divides revenue by ad cost and ignores margin. A webshop with a 40% gross margin only keeps something from a ROAS of 2.5 upwards: below that, every sale costs more in advertising than it brings in margin. POAS works with gross profit after product costs, and so shows straight away whether a campaign pays off.

You can work out the break-even point yourself: divide 1 by your gross margin. At a 25% margin it sits at a ROAS of 4, at 50% at 2. How ROAS and POAS differ is explained in POAS versus ROAS.

“You can have a great ROAS and still be losing money. You can have a high ROAS and leave growth on the table.”

— Miles McNair, co-founder of PPC Mastery, in the newsletter The PPC Edge (April 2025)

Google says so in its own documentation on Performance Max: “For better results, set a ROAS target that will bring you the most profit. Think about how much your products cost and a customer’s lifetime value.” (Google Ads Help). The algorithm chases the value you give it. Give it revenue, and it chases revenue.

“PMax is designed like specifically designed to reach across all of Google inventory and it is goal-based. Your conversion value is what it is designed to go after.”

— Ginny Marvin, Ads Product Liaison at Google, in Optmyzr’s PPC Town Hall (April 2025)

Google Ads can work with profit too. If you pass cart data with your conversions and the cost of your products is in your Merchant Center feed, Google Ads shows additional metrics based on gross profit (Google Ads Help). According to Google, that cost may be a rough estimate (Merchant Center Help). With conversion value rules you give a higher or lower value per type of customer, for example when your margin differs by customer group, and Smart Bidding uses it when bidding (Google Ads Help). How to optimise the rest of an account is covered in our guide to Google Ads optimisation.

Which agencies demonstrably steer on margin or profit?

Five of the six other agencies mention margin on their own site, mostly as a way to group campaigns or products. Fourfront goes furthest: according to its own site it bids on actual margin and shows cases with an increase in POAS. ClickForest itself steers on POAS. Litchie talks about ROAS and CPA.

Using margin to group campaigns is a first step. Zentio and Kruisraket structure campaigns by product group or by margin, Izoard splits them by margin and bestsellers, and Converted links its ROAS targets to margin. Going a step further means passing profit itself to Google as the conversion value, through the conversion tag or through an offline conversion import (Google Ads Help). Then the algorithm bids on what you earn.

“I always try to drive to the profit side, even in the campaign structures like most profit products, less profit products”

— Bia Camargo, Head of Google at Ecom Nation, in Optmyzr’s PPC Town Hall (March 2026)

ClickForest manages Google Ads for webshops in Flanders and follows the first results of a campaign through ROAS. We make decisions to continue or scale up on the basis of POAS and net return. Our webshop case with figures, Just Favorites, went from a ROAS of 2.4 to 4.3 in the figures reported by Meta Ads and Google Ads, and the shop’s own revenue rose by 28%. How we approach this is on our page about performance marketing that steers on profit.

Should one agency manage both your Google Ads and Meta Ads?

If your webshop advertises on both channels, one agency with one report is usually the safest. Google and Meta each attribute the same sale to themselves, so anyone adding up their figures sees more revenue than there is. If you work with two agencies, ask who watches the total profit across both channels.

Each platform counts by its own rules. For most conversion actions, Google Ads uses a data-driven attribution model by default (Google Ads Help) and a 30-day conversion window (Google Ads Help). Meta applies its own window. A customer who saw an ad on Instagram and later buys through Google Shopping is counted by both.

“Google, Meta, Microsoft, and Amazon operate in their own silos, each taking credit for all conversions that have any touchpoint with their platforms. This leads to double counting, making it difficult to decide where to allocate budgets for optimal results.”

— Frederick Vallaeys, co-founder and CEO of Optmyzr, in Search Engine Journal (March 2025)

That double counting is not a fault of either platform. Each figure can be right on its own, and the problem only arises when you add them up:

“It is common for multiple platforms to take credit for the same conversion, and this reflects how people actually behave.”

— Navah Hopkins, Product Liaison at Microsoft, in Search Engine Journal (June 2026)

All seven agencies in this list run Google Ads and Meta Ads. Three describe a joint approach to both channels on their site: Fourfront measures them in its own data model across all channels, Converted manages Shopping and Meta “als één geïntegreerde groeimachine” (as one integrated growth machine), and ClickForest brought Meta Ads, Google Ads and GA4 together in one dashboard for Just Favorites. A simple check on the total is the ratio between your total revenue and your total ad spend, regardless of what each platform claims (Search Engine Journal).

Which platform suits your products best is a different question. We cover it in Google Ads versus Meta Ads for your Shopify webshop. Good measurement starts with a correct GA4 setup for Shopify.

What does a Google Partner or Premier Partner badge say about an agency?

That an agency manages enough ad spend, has enough staff with a Google Ads certification and maintains its accounts according to Google’s optimisation score. Premier Partner is reserved for the top 3% of participating agencies per country, determined each year. About the profit of an agency’s clients, the badge says nothing.

The requirements are concrete. A Partner manages, among other things, “a 90-day ad spend of $10,000 USD across managed accounts”, has a “minimum optimization score of 70%” and has at least half of its account strategists certified in Google Ads (Google Ads Help). A Premier Partner has to be “in the top 3% of participating companies within a given country”.

In this list, Izoard is in the directory as a 2026 Premier Partner, as is its parent company CLICKTRUST. Fourfront, Litchie and Zentio are listed as Partners. Converted and Kruisraket call themselves Partners on their site, but we did not find their profile.

ClickForest is not in the Partners directory. A badge would also measure something other than what we steer on: it rewards managed spend, certifications and an optimisation score that Google calculates itself. We measure an account on the profit it brings the webshop, in POAS. An agency can meet every requirement of the programme while its clients lose money on their ads. So if you run a webshop, you get more out of the questions in the next sections and out of what an agency does with your margin. How the partner badge relates to SEO is covered in our overview of SEO agencies.

Who owns your Google Ads account when you work with an agency?

You do, if you arrange it properly. Google requires agencies to set up a separate account per advertiser, and you are entitled to your customer ID and at least to your clicks, impressions and costs. Four of the six other agencies state explicitly that you remain the owner of your account or that they work in your account.

The rules are in Google’s guide for advertisers working with an agency: “The third party agency must set up a separate Ads account for you to represent you fairly” (Google). An agency must also give you your customer ID on request (Google). Izoard, Zentio and Kruisraket write that they work in the client’s account, and Fourfront that you remain the owner of your accounts and your Business Manager.

“Your ad account history is too important for you to not be in control of it. Especially today, when the internal machine learning and AI relies heavily on that data!”

— Julie Friedman Bacchini, PPC consultant and founder of Neptune Moon (September 2026)

That history is what Smart Bidding learns from. Anyone who switches agency and gets an empty account starts over. At ClickForest the accounts remain 100% owned by the client, the platforms bill the ad budget directly to the client, and we charge no percentage on that budget.

How do you test a Google Ads agency before you sign?

Ask how the agency brings your margin into the campaigns, who watches the Google and Meta figures together and in whose name the account is held. Check the partner status in Google’s directory rather than on a logo, and ask for a case with a client name and a figure you can verify yourself.

1. Ask about your margin. Does the agency know your break-even ROAS, and does it pass the cost or profit of your products to Google Ads?
2. Ask who watches the total. Who adds up the revenue from Google and Meta, and how does the agency remove the double counting?
3. Ask in whose name the accounts are held. Google Ads, Merchant Center, GA4 and Meta’s Business Manager belong in the name of your own company.
4. Check the badge yourself. Look the agency up in the Google Partners directory.
5. Ask for a case you can verify. A client name, a figure and the source of that figure.
6. Look at your webshop first. If your shop converts poorly, more ad budget will not fix that. Why, is explained in why your webshop is not converting.

If you first want to know where your existing account leaks, an ads audit maps it out. What to expect when you outsource your advertising is in our guide to outsourcing online ads.

Who is ClickForest the right choice for, and who not?

For Shopify webshops in Flanders that want Google Ads and Meta Ads steered on profit together, by the person who also manages the account. ClickForest works founder-led from Bonheiden near Mechelen. If you are looking for a Premier Partner, a large team or a freelancer with international experience, you are better off elsewhere.

ClickForest manages Google Ads for webshops in Flanders and also builds the Shopify webshops itself. For Studio Play we combined Meta Ads with catalog sales, Google Search and Display, and Google Shopping via Merchant Center, with a real-time dashboard on top. We only start when the unit economics work: with margins that are too tight, advertising solves nothing. If you work in the Mechelen region, you can also find us through performance marketing in Mechelen.

No webshop? You can come to us too. For B2B companies with a longer sales cycle, we steer campaigns in Google Search and LinkedIn Ads on qualified leads with a real chance of a sale. If the cost per lead rises or the margin falls, we adjust or stop campaigns that do not pay off. How that works is on our page about B2B lead generation.

Sometimes you are better off elsewhere. If you want a Premier Partner, Izoard is the only one in this list. If you want an agency that already bids on margin and shows profit cases, Fourfront goes furthest of the agencies we checked. If you are in Limburg, Zentio works from Riemst, and in West Flanders Converted is in Lauwe and Kruisraket in Roeselare. If you are looking for one specialist with international experience, Litchie works as a freelancer for e-commerce brands. And if you only want an audit or training for your own team, AdSpecialist in Mechelen focuses on that.

If you are looking for a different kind of agency, there are similar overviews for Shopify agencies and SEO agencies.

Conclusion: how do you choose a Google Ads agency for your webshop?

On how the agency handles your margin, on who watches the Google and Meta figures together, and on who remains the owner of your account. A badge or a high ROAS says little about any of that. Those three tests cost you one conversation per agency, and they fit every webshop, large or small.

What struck us most while putting this together: almost every agency mentions margin, but only one shows cases in POAS on its site, and only three describe how they manage or measure Google and Meta together. ClickForest is in this list itself, so read it with that in mind. The terms in this article, from SEA to POAS, are in the glossary.