Pipeline planBilingual B2B marketing in Canada: how to run English and French campaigns that create pipeline
To run bilingual B2B campaigns in Canada, treat French as its own program, not a translation step: build separate French and English campaigns, ads and landing pages, write French copy from French keyword and buyer research, and report pipeline by language. This matters more since September 2026, when Google Ads removed the campaign-level language setting from Search and began matching ads on the language of the ads themselves, so French ads and French landing pages are now how you reach French searches.
Key takeaways
- In 2021, 18.0% of Canadians could hold a conversation in English and French, 46.4% in Quebec and 56.4% in the Montreal area (Statistics Canada).
- Since September 2026, Google Search matches on the language of your ads, not a campaign setting. French ads and pages are no longer optional for French searches.
- LinkedIn targets by the language members use LinkedIn in. A French-speaking buyer may use LinkedIn in English, so test both.
- Write French from French research. Translated English keywords miss how Quebec buyers search.
- Report pipeline by language, and route French leads to someone who can follow up in French.
Who is bilingual, and why it matters for targeting
Statistics Canada’s 2021 Census found that 18.0% of people in Canada could hold a conversation in English and French. The rate is 46.4% in Quebec, 56.4% in the Montreal metropolitan area, 36.4% in the Ottawa area and 64.6% in Gatineau, but 10.8% in Ontario.
Two practical conclusions follow. In Quebec and the Ottawa-Gatineau region, many buyers read both languages, so the question is which language they prefer for business, not which one they understand. Outside those regions, a French program is usually a smaller, targeted effort aimed at Quebec accounts and federal buyers.
How each platform decides language
| Platform | How language is decided | What to do |
|---|---|---|
| Google Ads Search (from September 2026) | Campaign-level language setting removed; ads match on the language of the ads and the search, with Google prioritizing ads in the search term language | Write separate French ads and point them to French landing pages |
| Performance Max | Search inventory follows Search rules; language settings still apply on YouTube, Display, Discover and Gmail | Keep French assets in their own asset groups and check placements by language |
| Google Display and YouTube | Language settings still apply, based on pages, apps and preferences | Keep separate language settings and creative |
| LinkedIn Ads | Targets the language members use LinkedIn in (interface locale), as an include only | Run French and English campaigns, and test geography with English-interface members too |
Google says advertisers do not need to take action for the Search change. In practice, accounts that relied on a French language setting with English ads, or on one ad group serving both languages, should check which ads now show for French searches.
Structure campaigns by language
The structure below is how we set up Google Ads in Montreal and across Quebec, and the same logic applies on LinkedIn.
- Split campaigns or ad groups by language so budgets, bids and results stay separate.
- Research French keywords from French search behaviour. Quebec buyers use their own terms, and some search in English for technical categories.
- Write French ads from the French research, then have a native Quebec reviewer check them. Do not translate English ads word for word.
- Send French ads to French landing pages with French forms, French confirmation pages and French follow-up emails.
- On LinkedIn, run French campaigns by interface language and Quebec geography, and test English-interface members in Quebec with French creative.
- Name campaigns and UTMs with the language so CRM reports can split pipeline by language.
Transcreate, do not translate
Translation keeps the words. Transcreation keeps the meaning and changes the words so the message works for the reader. B2B copy that works in Toronto or Boston often reads as foreign in Montreal: different examples, different proof points, different levels of formality and different search terms.
The practical test is simple. Ask a native Quebec reviewer whether the page reads as if it was written in Quebec. If the answer is no, buyers will notice too, and AI assistants answering questions in French will find better French sources than yours.
Measure and follow up by language
Consistent UTM naming conventions, with the language in the campaign name, make the language split possible in GA4 and the CRM.
- Add a language field to leads and contacts, set from the page or form language.
- Report meetings, opportunities and pipeline by language and region, not only by channel.
- Route French leads to someone who can follow up in French the same day.
- Compare cost per opportunity by language before moving budget. A smaller French program can create pipeline at a lower cost because competition is thinner.
Rules to check with counsel
Quebec’s Charter of the French language, as amended by Bill 96, affects B2B websites and campaigns. Our article on marketing in Quebec after Bill 96 summarizes what to review.
Quebec’s Law 25 on personal information affects tracking and lead capture. Our guide to consent under Law 25 and CASL explains the practical steps. Neither article is legal advice, so confirm your obligations with qualified counsel.
Frequently asked questions
Does Google Ads still have language targeting?
For Search campaigns, Google removed the campaign-level language setting starting in September 2026. Ads now match based on the language of your ads and the search. Language settings still apply to YouTube, Display, Discover and Gmail.
Should French and English be in the same campaign?
Keep them separate, at least at the ad group level, with separate ads and landing pages. It keeps budgets, results and follow-up clear, and it matches how Google now selects ads by language.
How does LinkedIn language targeting work?
LinkedIn targets members by the language they use LinkedIn in, and the language criterion can only be used to include members. Many French speakers use LinkedIn in English, so combine language with geography and test both.
Is translated English good enough for Quebec buyers?
Usually not. Buyers notice translated copy, and French keyword research often finds different terms. Write French from French research and have a native Quebec reviewer check it.
Sources
We run enterprise B2B demand generation for teams in Montreal, Toronto, Ottawa and the United States.
