Working in Montreal
Digital marketing for Montreal businesses
A city that runs in two languages at once, with aerospace, artificial intelligence, video games and creative industries stacked on top of each other. Marketing here fails quietly when it is built in English and translated afterwards.
The market
What makes Montreal different
Montreal is the second-largest metropolitan market in Canada and the only major one where French is the working language of daily commerce. Being bilingual is not a differentiator here; it is the baseline, and a business that is only convincing in one language is visibly half-present.
Costs are noticeably lower than Toronto or Vancouver across office space, salaries and media, which is why so many studios, labs and startups choose the city. It also means marketing budgets are usually smaller in absolute terms while expectations of craft are higher.
Four large universities put an enormous student and graduate population into the metro, which sustains categories — rentals, moving, phones, food, fitness, entertainment — with an unusually young and mobile customer base and an annual arrival cycle you can plan for.
The city's international character runs deeper than most Canadian metros. Substantial communities with roots in North Africa, Haiti, Lebanon, Italy, Portugal and Latin America mean a third language is often the real language of a neighbourhood market.
Who is here
The businesses we work with in this market
Aerospace is the anchor industry. Airframe, engine, simulation and component manufacturers make the region one of the world's major aerospace clusters, and the supply chain around it is full of specialist B2B firms whose buyers are engineers and procurement teams rather than consumers.
Artificial intelligence research gave the city a reputation that turned into an industry, with academic labs, corporate research groups and a dense layer of applied AI startups. For those companies the market is international from day one and the local presence is mostly about hiring.
Video games, visual effects and animation employ a large creative workforce, supported by long-standing provincial incentives. Studios market to publishers, to players and to prospective employees at the same time, and the third of those is often the one that actually needs the work.
The consumer side is distinctive: an independent restaurant culture with real depth, boutique retail, festivals, and a hospitality economy that swings hard between a packed summer and a quiet winter.
Health, professional and financial services round it out, all operating under Quebec regulators and Quebec language rules, and all competing in French first.
Search behaviour
How search works differently here
Search is not uniform across markets. Engine share, language, device mix and local platforms all shift what a strategy should prioritise.
- Query language follows the task. Local consumer searches — restaurants, clinics, trades, shops — skew heavily French, while software, technical and B2B research is frequently done in English by the same people. Deciding which language a page needs is a category decision, not an audience decision.
- Neighbourhood names do the work that suburb names do in other cities. Plateau, Mile End, Griffintown, Rosemont, Verdun, NDG and Old Montreal are used constantly in local queries and are far more precise than the city name for anything with a catchment area.
- Montreal businesses selling internationally face a specific structural problem: a .ca domain and a French-dominant site can suppress relevance for the English-speaking export market they actually sell to. Solving it is an information-architecture decision, made before the content is written.
- Festival and event seasonality moves search volume dramatically. Hospitality, retail, transport and entertainment queries concentrate into summer months in a way that makes an evenly-spread annual budget the wrong shape.
- Discovery through social and video is stronger than the national average in the city's creative and food categories, and the francophone creator ecosystem is genuinely separate from the English-Canadian one.
Strong fit
Industries where we see the clearest opportunity here
Written for Montreal-relevant sectors
- SaaS & Software Products marketingMore qualified trials and demos from bottom-of-funnel demand you own, measured through to paid conversion rather than signup count.
- Restaurants marketingWin the short-notice local decision reliably, then move as much of the resulting trade as possible onto direct booking and direct ordering where the margin actually survives.
- Ecommerce & DTC marketingIdentify which term in the revenue equation is limiting the business, work on that one, and hold every channel to contribution margin rather than to a revenue chart.
Most in demand
What businesses here usually come to us for
Content & digital PR
Content that answers something properly and digital PR that earns coverage on merit. Authority is the slowest input in search and the hardest to fake, which is exactly why it is worth building rather than buying.
SEO services
We build organic growth around the searches that actually lead to revenue: the technical foundation, the pages that answer real buying questions, and the authority that makes those pages win.
Social media
We run social as a demand and brand channel with a defined purpose — not as a posting schedule. If the only thing it can be measured on is follower count, we will tell you it is not worth your budget.
Web design & development
Most websites are judged on how they look and fail on what they do. We decide the search structure and the conversion logic before the first screen is designed, then build something fast enough and clear enough to earn the enquiry.
Constraints
Rules that shape marketing in this market
- Quebec's language legislation applies in full in Montreal, and the city is where enforcement questions surface most often because so many businesses operate bilingually. Commercial communication directed at Quebec consumers falls within the regime, and the tightened rules around signage and non-French trademarks affect physical and digital presence alike.
- Law 25 privacy obligations apply to any organisation handling the personal information of people in Quebec, which for a Montreal business is essentially all of them. Consent, transparency about profiling and breach reporting all have to be designed into a marketing stack rather than added later.
- Studios and agencies claiming provincial tax credits operate under their own eligibility and reporting rules, which occasionally interact with how work is described publicly. That is a matter for your accountant and your counsel; we write nothing about it without their sign-off, and we do not give legal or tax advice.
How we work here
We serve this market remotely, and we say so
We work with Montreal businesses remotely. We have no office in the city, no local staff and no local number, and given how much of this market runs on authenticity we would rather be direct about that than borrow a Mile End address.
French copy is written by native French speakers we commission for the project and identified as such in the scope. English copy is written in-house. Neither is machine translation of the other, and where the budget only supports doing one language well we will tell you which one to choose.
Work runs in Eastern Time over video, in French or English depending on who is in the room, with reporting delivered in whichever language your team actually reads.
Questions
Working with us from Montreal
Should our site lead in French or English?
If your customers are in Quebec, French leads. That is both the legal expectation and the commercial one — a French-first site reads as a Montreal business, while an English site with a French toggle reads as a foreign one.
If you sell internationally and hire locally, the usual answer is two properly separated language versions with hreflang between them, so the English site can compete for export demand without dragging the French one down.
We sell software worldwide. Does being in Montreal help or hurt?
It helps for hiring and it is neutral for selling, provided the site is structured for it. The risk is a setup where a Quebec-focused domain and French-dominant content make you look regional to buyers in the United States or Europe.
The work is separating the two audiences properly — international English content on its own path, local French presence for credibility and recruitment — rather than asking one site to be both.
How do you handle French content if you are not based here?
We commission native French writers and price that visibly in the scope. Nothing goes out as machine translation with a light edit.
We are also honest about the limit: our in-house strength is English. Where a project is French-heavy, the French writer is central to the team rather than a subcontractor we mention afterwards.
Does the summer festival season really matter to our marketing?
For hospitality, retail, transport and anything visitor-facing, it is the single biggest planning factor in the year. Demand concentrates hard into a few months and then falls away.
That argues for front-loading budget and getting content and profiles in place well before the season rather than during it, and for building something that keeps the winter from being a total gap.
Do you have an office or team in Montreal?
No. We serve Montreal clients remotely, with no local office, address or staff.
French-language work is commissioned from native writers for the specific project. We would rather explain how the work is actually resourced than let a local-sounding page imply a Montreal studio that does not exist.
Talk to us about growing in Montreal
We will look at your market position here specifically — who is winning the searches that matter, what it would take to compete, and whether the opportunity justifies the investment. If it does not, we will say so.
If we don't deliver the work we agreed to deliver for reasons within our control, you don't pay for the undelivered work. Read our guarantee
Last updated · Reviewed by Zubair Afzal