Online advertising blog: this category explains how Greater Montreal businesses use Google Ads and Facebook and Instagram advertising to bring in customers, in plain language. Articles are written for owners and managers who run their own campaigns or work with an agency.
Online advertising blog: browse the articles in this category.
Performance Max transition for online stores: Google is automatically moving Smart Shopping campaigns to Performance Max between July and September, and the plan I run before an account switches.
Read the articleiOS 14.5 Facebook Ads measurement changed with domain verification, eight prioritized events, and results that now arrive with a delay.
Read the articleFacebook special ad categories restrict housing, employment and credit ads from December 3, 2020: which targeting disappears and what still works.
Read the articleDental advertising in Quebec: what the Code de déontologie des dentistes allows in a Google Ads campaign, and the checklist I use with dental clinics before an ad goes live.
Read the articleInstagram for hair salons: how I set up the booking button on a salon's profile, and what to measure afterward to know whether it's actually bringing in clients.
Read the articleBidding on a competitor's name in Google Ads: what Google's policy allows in Canada, how to write the ad, and when the tactic is worth your budget.
Read the articleOnline ads for caterers: schedule Google Ads and Facebook, use Google My Business photos, and pace a limited budget through the holiday booking rush.
Read the articleRemarketing for clinics is allowed on Google Ads as one general audience, but never around a health condition, and Québec order rules still apply.
Read the articleQuality Score: how your Google Ads landing page shapes the landing page experience score, plus what to fix on speed, mobile, ad-to-page match and clarity.
Read the articleNegative keywords cut wasted Google Ads clicks for a Québec renovation contractor: a bilingual starter list, match types and a monthly search terms habit.
Read the articleGoogle Ads Smart Campaigns: what they hide from a local business, and how to tell if a standard Search campaign is worth the extra setup time and cost.
Read the articleAdWords budget and service radius for plumbers: the formula (target calls x close rate x job value) I use to set both.
Read the articleThe choice between Google Ads and Facebook and Instagram ads depends on customer intent. Google Ads catches an active search, useful for an urgent service like a plumber. Facebook and Instagram reach people who are not searching yet, useful for a salon or restaurant trying to get noticed. Many Greater Montreal businesses run both platforms together.
Budget, competition on your keywords or in your sector, ad quality and the tracking you have in place matter more than the platform itself. An account with call and conversion tracking set up correctly shows what is working sooner, so you can adjust the campaign.
Clicks alone are not enough to judge a campaign. Every ad needs to connect to a real outcome: a call, a quote request or a booking. That tracking shows which campaign, keyword or audience is actually converting into customers, which makes it easier to put budget where it works.
Call tracking helps show whether your Google Ads campaigns generate calls. Without call tracking, a campaign generating plenty of clicks but few calls can look like it is working when it is not converting. Connecting every inbound call to the ad and keyword that triggered it tells you which budget to cut and which to increase.
Owners and managers of Greater Montreal businesses who run their own Google Ads or Facebook and Instagram campaigns, or who want to understand what their agency is doing. Articles cover platform choice, measuring results and common mistakes to avoid.
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