Meta Ads · January 2023
Running bilingual campaigns in Montreal
Montreal advertising works better when French and English are treated as separate campaigns, not translations.
By Ali Bek · Published · Updated · 2 min read
Translating an English ad into French produces a French sounding English ad. Montreal audiences notice, and performance shows it.
Separate the campaigns, separate the creative
Run French and English as their own campaigns with their own headlines and images. Reporting then tells you which audience is actually carrying the account rather than averaging them together.
Write in each language, do not convert
Have the French written by someone who sells in French. Idiom, tone, and the wording of the offer all change, and those are the lines that determine the click.
Match the landing page to the ad
A French ad that lands on an English page loses most of the value of the click. Mirror the language end to end, including the form and the confirmation message.