Paid media management in Montréal

How Quebec changes the media plan.

A Quebec campaign has to plan around the local calendar. For Dans la rue, the first version of the plan missed it entirely. We rebuilt it around the 5 October Quebec general election, La Nuit des sans-abri on 16 October, Mardi je donne on 1 December and the Guignolée des médias on 3 December. A cause ad can read as political during an election, so the right move there was to go dark.

Language needs the same care. CAMPIA, a 412-bed student residence in Montréal, needed four creative versions instead of two. Quebec French and European French are different when the working vocabulary is coloc, cégep, session and bail, and one French master serves neither audience well.

Rules also shape the plan. Meta classifies student housing under its Housing special ad category, which removes age, gender and postal code targeting. For CAMPIA, we used the platform mix to reach parents and students separately, within those rules.

Advertising in French and English.

Many Montréal campaigns need to work in both languages, and a translation often isn't enough. Search terms differ between French and English, audiences use platforms differently, and a line that works in one language can fall flat in the other. We plan language into the media and creative from the start.

Quebec also has its own rules on French in commercial advertising and on the handling of personal information. We take those into account in the plan and in the tracking setup, and legal interpretation stays with your qualified reviewer.

Who we work with in Montréal.

We work with brands that need senior paid media or analytics support, and with agencies that need extra capacity for a client or a pitch. Our Quebec work has included non-profits, associations, real estate, energy, health and public-interest projects.

Budgets and needs vary a lot in this market. Some projects cover a whole province, while others focus on a few municipalities or a single neighbourhood. For AQPER, the plan separated province-wide credibility from local acceptance in seven host municipalities, because each job needed a different approach.

Why teams hire a paid media agency in Montréal.

An agency that knows the market can save you from mistakes that don't show up in a global playbook. Quebec has its own media habits, calendar and language, and it's a small enough market that frequency and budget need careful handling.

You don't have to work with someone local to get that, but it helps to work with people who've planned here before. It also doesn't limit what we can do for you elsewhere, because we work with clients across North America and beyond.

What we do for Montréal teams.

• Agentic paid media management
• Google Ads management
• Meta ads management
• Marketing data analytics
• Server-side tracking
• White-label media buying for agencies

Work from Montréal and Quebec.

Who does the work.

Louis-Etienne Dionne founded Vekselle after 17 years planning, creating, buying and optimizing campaigns for brands across North America, including time at LG2, McCann and Klick Health. A senior buyer is on every paid media account.

We are a fully remote team, so we don't have a Montréal office to visit.