Facebook advertising can be the difference between growth and stagnation for businesses in Canada, but what works well in Toronto is not necessarily bound to work similarly in Montreal—or vice versa. The two cities have different cultures, languages, consumer behaviors, and even how people use social media. And if you run the same ad in both without making adjustments, you’re most likely missing some conversions.
At 7th Growth, a digital marketing agency specializing in Facebook ads, SEO, and social media marketing, we’ve seen firsthand how localized strategies drive better results. Here’s why Montreal businesses need a different Facebook ad approach than Toronto—backed by data and trends.
1. Language Differences: French vs. English Dominance
Montreal is a French-speaking city, with 58.4% of people speaking French at home, versus only 1.4% in Toronto (StatsCan, 2021). Although Montrealers are often bilingual, French-language ads tend to do better because they resonate more personally and culturally.
Key Data Points:
- French-language ads in Quebec have 27% higher Facebook engagement (Meta, 2023).
- English-only ads experience lower CTRs (Click-Through Rates) in Montreal than bilingual or French-first creatives.
What This Means for Your Ads:
- If targeting Montreal, use French copy or at least bilingual creatives.
- Avoid direct translations—local slang and cultural references matter.
- Toronto ads can be English-first, with multicultural adaptations (e.g., Mandarin, Punjabi) where relevant.
2. Consumer Behavior & Purchasing Habits
Montrealers and Torontonians shop differently. A 2023 study by Léger Marketing found:
- Montreal consumers are more price-sensitive and respond better to discounts and value-driven messaging.
- Toronto consumers value convenience and speed, responding to “Buy Now” or “Limited-Time Offer” CTAs.
Ad Strategy Adjustments:
- Montreal: Emphasize promotions (e.g., “Économisez 20% aujourd’hui!”).
- Toronto: Use urgency (e.g., “Selling Out Fast—Shop Now!”).
3. Cultural Nuances & Humor in Ads
Humor and emotional appeal function differently in each city:
- Montrealers enjoy smart, understated humor—imagine playful, artistic, or slightly sarcastic tones.
- Toronto audiences react to straightforward, dynamic, and aspirational messaging (e.g., “Level up your style!”).
Example
A Montreal restaurant advertisement could read: “Notre pizza est si bonne que même votre régime va faire une pause.” (“Our pizza is so good even your diet will take a break.”)
The same ad in Toronto: “Crave-Worthy Pizza—Delivered in 30 Mins or Less!”
4. Seasonal Trends & Local Events
Syncing your ads with local events makes them more relevant:
- Montreal: Use festivals (Just for Laughs, Jazz Fest) and winter-themed promotions.
- Toronto: Leverage big sports (Raptors, Leafs), TIFF, or patio culture in summer.
Data Insight:
- Winter ads have 35% more activity in Montreal (November–March).
- Toronto’s ad engagement is greater during NBA/NHL seasons.
Using the same Facebook ads in Montreal and Toronto is losing out on valuable opportunities. Businesses can drive engagement, reduce ad spend, and improve conversions by adjusting language, messaging, cultural tone, and timing.
At 7th Growth, we assist Canadian companies in streamlining their Facebook advertising, search engine optimization, and social media advertising with localized, data-driven strategies. Whether you’re located in Montreal, Toronto, or elsewhere, the proper digital marketing strategy makes all the difference.
Need assistance in optimizing your ad strategy? Let’s discuss!
