Marketing in Canada is moving fast in 2025. AI-powered search is changing how people discover brands, privacy rules like CASL and Quebec’s Law 25 are pushing first-party data, and short form video keeps stealing attention.
This guide breaks down the trends that matter for Canadian teams, from Ottawa SEO that compounds to smarter analytics, bilingual content, and Shopify-driven social commerce, so you can choose the few moves that will drive results this quarter.
1) AI search changes how people find brands
Google’s AI answers and other engines that summarise results mean fewer clicks to websites. Win visibility by publishing content that gives direct, scannable answers, uses FAQ blocks, and adds schema like FAQPage and HowTo. Build brand signals with quotes, author bios, and clear sourcing so AI systems feel confident citing you.
2) SEO remains a compounding channel
Canadian buyers still start with a search. Focus on pages that map to real intent, helpful expert content, internal links, and strong E-E-A-T signals. Optimize Google Business Profile, gather fresh reviews with location keywords, and localize copy for provinces and cities. In Quebec, offer French content and metadata to capture bilingual search demand.
3) Privacy first marketing
Law 25 in Quebec and CASL across Canada make a consent strategy essential. Move to first-party data, clear consent banners, and an easy preference centre. Keep forms short, explain value, and use zero-party data questions to personalize without creeping people out.
4) Smarter analytics and server-side tracking
GA4, server-side tagging, and conversions APIs help recover signal lost to privacy controls. Set events tied to business outcomes, not vanity metrics. Track micro conversions like quiz submits or store locator clicks so media can optimize beyond last click.
5) Short-form video keeps winning
YouTube Shorts, TikTok, and Reels are where Canadian attention sits during discovery. Ship simple series instead of one-offs. Use native text overlays, strong hooks in the first two seconds, and clear on-screen CTAs. Repurpose winners to ads and to your website as proof.
6) Creator partnerships over one-time sponsorships
Micro creators in local niches drive trust. Swap generic promos for co-created tutorials, store visits, or side-by-side product comparisons. Give creators unique discount codes and track revenue by province to expand what works.
7) Social and search commerce with Shopify feeds
Canadian retailers using Shopify should sync product feeds to Google, YouTube, Instagram, and TikTok Shops. Keep product titles descriptive, refresh images seasonally, add reviews, and support local pickup. Pair this with Performance Max to capture demand across channels.
8) Performance and accessibility
Core Web Vitals now include Interaction to Next Paint, so reduce JavaScript bloat, lazy load media, and avoid layout shifts. Meet WCAG 2.2 and AODA guidelines so everyone can use your site, and you gain the side benefit of higher conversion rates.
9) Paid ads that learn fast
Use Performance Max and Advantage Plus to scale, but control inputs. Feed high-quality creative, audience signals, and product data. Run weekly creative testing with 3 to 5 new variants and retire losers quickly. Layer geo targeting by province and city to match inventory and service areas.
10) Reputation as a growth moat
Canadians read reviews before contacting a business. Ask after every successful job, reply to all reviews, and feature the best ones on location pages with schema. Pair this with digital PR on Canadian publications to earn authoritative backlinks.