What is Lead On specialised in?

Paid social, Search advertising (SEA), SEO & GEO, Digital marketing, Online marketing, SEA.

Around 6 full-time equivalents (financial year 2025).

Review: Lead On: Performance marketing agency

Q: Who are the clients of Lead On?

Among others Easyfairs Group, The Park, Unizo, Emeria Group, Nona Drinks, Attentia, Exit Games, Dult Vastgoed.

Lead On bestaat sinds 2021 en profileert zich als performance- & mediabureau uit Erpe. De bezetting ligt rond 6 VTE. De dienstverlening draait om paid media (sea/social/display) en seo. Namen die publiek aan dit bureau gelinkt worden: KBC, Threon, Easyfairs Belgium en Qlevr.

Performance marketing agency dat ondernemers en ondernemingen zowel online als offline ondersteunt om hun business doelstellingen te halen.
Klanten:
Onze gemiddelde klanten zijn de middelgrote tot grote KMO's in België. Vaak werken we dan ook samen met klanten die actief zijn in het buitenland en we dus samenwerken met andere marketingdiensten. We focussen ons niet op specifieke sectoren. Maar hebben veel ervaring in de immo, bouw & event sector. We hebben een gezonde mix tussen B2B en B2C klanten, als we mogen kiezen dan opteren we voor B2C klanten.
Zelfomschreven cultuur:
Flexibel, Transparant, Expertise, Betrouwbaar, Vast team
Team:
Quinten: Consultancy, performance marketing, strategie
Margot: Project management, merkstrategie
Luc: PR, communicatie
Nicolas: Consultancy, performance marketing, data & tracking
Antke: Content marketing, social media
Charlotte: Project management, social content
Niels: performance marketeer, paid
Nathalie: performance marketeer, paid
Stef: Consultancy, performance marketing, teamlead
Bryan: performance marketeer, seo, geo
Bjorn: performance marketeer, seo, e-mailmarketing
Bram: website developer
Delphine: graphic designer, UX/UI
Nouchka: graphic designer, branding

Referentieklanten: Easyfairs Group, The Park, Unizo, Emeria Group, Nona Drinks, Attentia, Exit Games, Dult Vastgoed
Tech stack: Wordpress, Webflow, Craft
Gepercipieerde concurrenten: Marked, Digital Leader, Ants
Partners: OMCollective, SQLI, Dear Digital
Inspiratie: Conceptory (Frankrijk), Brandformula (UK), AgencyUK (UK), Blue Sense Digital (AUS), B2Linked (US), Solutions 8 (US)
Ondernemingsnummer: BE 0771.335.288
Gemiddelde klantgrootte: 50k

Who do they see as competitors?

Ants Digital Leader Marked

As indicated by the agency itself.

1

How this agency makes money

Revenue, margin and what an hour of work brings in. Everything on the earning side sits together here.

Revenue trendgross margin per financial year

2022202320242025

Latest year: € 432.948 gross margin, growth +62,4% against a sector median of +5,3%.

At or above sector pace

MarginEBITDA / gross margin · value-added coverage

2022202320242025

Lead OnSector median

EBITDA margin 39,6%, sector median 28%. Value-added coverage 1,66 (median 1,23).

Healthy margin

Revenue per headGross margin per FTE, against payroll cost

€ 78.718

Median (2025) € 76.236

Against a payroll cost of € 42.128 per FTE. The ratio between the two is the coverage rate above.

Around the median

Yield levelYield per hour worked, against payroll cost

€ 46

Median (2025) € 47

9.331 hours worked, 1.697 per FTE. Against that sits € 25 of payroll cost per hour worked, leaving € 22 for premises, equipment, depreciation and profit.

Around the median

No hourly rate follows from this. Gross margin is already net of services and sundry goods, which mixes rebilled production with the agency's own overhead, and the accounts do not say how many hours were billable. Deriving a rate from this systematically understates it.

2

Can the agency take a hit

Buffer, cash position and payment behaviour side by side, so you can see where they disagree.

Bufferequity in months of payroll

Buffer: 15,2 months (median 6,3 mo). Equity in the latest year: € 330.217.

Adequate buffer

Cash positionAvailable cash, and whether it covers short-term debt

Cash € 107.759. Liquidity ratio 2,67: current assets cover short-term debt in full. Solvency 63,4%.

Amply covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 106 days of supplier credit, sector median 63. The accounts were filed 206 days after closing; the legal deadline is seven months.

Pays slower than average

3

Signals and strengths

Events from the CBE and the Official Gazette over the past 24 months, plus positive markers derived from the figures.

Continuity

No serious signals

Signals in the last 24 months

Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Sep 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete

Click a signal for a plain-language explanation. Each signal is a fact from a public source, without the agency's own context. Best to ask them directly.

What this agency does well

Gross margin grew 3 years in a row
EBITDA margin above the sector median (39,6%)
Profitable in every one of the last 4 years
Strong buffer: 15,2 months of payroll in equity
Team grew (+27,9% FTE in the latest year)
Value-added per euro of payroll above the sector median (1,66)
Healthy working capital (current ratio 2,67)
Equity was earned, not injected (reserves 21,0× the capital contributed)
Comfortable cash position: 170 days of payroll
Turnover below the median (18,2%)

Each point is a fact from the filed annual accounts, measured against the same thresholds and sector medians as the signals above.

4

All the figures

Reference material, not a starting point. Expand it if you want to read the series yourself.

4 financial years, 2022 to 2025Result, staff and balance sheet

	2022	2023	2024	2025
Result
Gross margin	€ 186.269	€ 254.203+36,5%	€ 266.645+4,9%	€ 432.948+62,4%
EBITDA	€ 167.012	€ 116.428	€ 89.476	€ 171.591
EBITDA margin	89,7%	45,8%	33,6%	39,6%
Staff
FTE	0,7	3,2+357,1%	4,3+34,4%	5,5+27,9%
Gross margin per FTE	€ 266.099	€ 79.439	€ 62.011	€ 78.718
Payroll cost per FTE	€ 26.997	€ 42.888	€ 36.223	€ 42.128
Balance sheet
Equity	€ 108.196	€ 175.765	€ 237.235	€ 330.217
Cash	€ 118.161	€ 50.701	€ 120.096	€ 107.759
Liquidity ratio	1,54	5,13	2,57	2,67

Payroll cost per FTE comes from the social report where available, otherwise from the Remuneration line. Both are gross costs including employer contributions.

What this factsheet does not know

How good the work is. Figures do not measure creativity, strategy or chemistry.
How the client portfolio is spread. Concentration is not in the accounts.
Freelancers and subcontractors are not in the FTE figures. An agency with 40 staff may in practice run with 70 people.
The figures cover financial year 2025, filed on 24/04/2026. At a fast-moving agency reality today may differ.

Based on publicly filed annual accounts (NBB) and official records (CBE, Belgian Official Gazette). An indication, not financial advice. Sector medians calculated on 2 Nov 2026. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.

What the agency actually does 3 services

Media

Paid social Search advertising (SEA)

Digital Experience & Tech

SEO & GEO

Sector focus

Real estate & constructionFinance & insuranceB2B services

Publicly known clients

KBCThreonEasyfairs BelgiumQlevrRajoRenovitaCreatief InterieurDult VastgoedProtec International

Based on IKAg research and public sources. Incomplete or outdated? Let us know.

1

People 12 people mapped

Digital marketing is the engine: 5 of 12 profiles sit there. Notably, no declared strategists in sight — this agency would rather make than philosophise.

L

Luc

Co-Founder & voorzitter RVB

M

Margot

Co-Founder & COO

N

Nicolas

CIO & Co-Owner

Q

Quinten

Co-Founder & CCO

A

Antke-Jessy

Digital Marketeer

B

Bjorn

Digital Marketeer

B

Bram

Web Developer

C

Charlotte

Content Marketeer

N

Nathalie

Digital Marketeer

O

Olivier

Project & Strategy Manager

S

Stef

Digital Marketeer

T

Thibault

Digital Marketeer & Web Developer

Based on public profiles. Something wrong? Let us know.

2

Seniors or juniors?

Payroll cost per FTE is the best public proxy for a team's experience level. Higher is not automatically better, but it says something about who sits at the table.

Payroll cost per FTE

€ 42.128

-33% versus the median

Team composition

5,5 FTE

32% women
68% men

€ 42.128

Median Performance- & mediabureau (2025) € 62.495All agencies (2025) € 62.294

Read with care. Directors and partners invoicing through a management company are not in the payroll cost. At small agencies this skews the picture downwards considerably.

3

Will your team stay?

Inflow and outflow from the social report. This series only counts people on the payroll: freelancers who invoice do not appear in it. A low figure therefore means two very different things, a stable permanent team or a small core with heavy outsourcing. A high figure usually points to short contracts. Compare only within the same type of agency.

Exits 2025

18,2%

Median for this type of agency (2025): 25,1%

Inflow 2025

18,2%

1,0 FTE in, 1,0 FTE out

Net team change

0,0 FTE

2022202320242025

Source: annual accounts and social reports (NBB), collected by IKAg. Financial year 2025. Calculations by IKAg; an indication, not financial advice. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.