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International opportunity: Reach new customers by targeting Canada

Now is the right time to consider a cross-border strategy into Canada if you haven’t already done so. Canada, just north of the United States, should be a natural extension for any advertiser already advertising in the U.S.  In fact, 75% of all Canadians live within 100 miles of the US-Canadian border.  Since the 2008 global recession, Canada has posted the strongest growth among the G7 countries, and the World Economic Forum ranked Canada as the world’s most stable economy for the sixth consecutive year. Many companies view Canada as a natural extension to their customer acquisition efforts, and more insights can be found in our white paper, Cross-Border E-Commerce in Canada.

Besides the US, Canada is the largest trading partner with the United Kingdom.

bing ads canada

According to McKinsey Global Institute1, there are five “global flows” of trade that connect the world economy across borders, they are: Goods, Services, Finance, People, and Data and communication. These flows provide actionable insights to companies looking to increase revenue:

  • Internet traffic increased by 18 times in the last 7 years, which makes up 1/5 of all Internet traffic
  • 35% of all goods cross borders—that’s 1 out of every 3 products
  • 90% of commercial sellers on eBay export to other countries.  25% of these sellers are  small businesses
  • Accenture2 estimates that retailers can grow their bottom line by up to 25% if they sold both online and cross-border

There is an opportunity to harness the changing attitude of consumers and businesses who are increasingly indifferent to where their goods are shipped from. Canada is ranked 8th on the McKinsey Global Institute Connectedness Index, which measures 131 countries across all five flows of trade. Canada’s flow value—its cross-border revenue activity both in and out of the country—is nearly $1.4B USD, which makes it a great economy to target for cross-border efforts.

If you're ready to get started with new campaigns targeted to Canadian audiences, be sure to check out the Location Targeting page here on the Bing Ads site.

Thanks for reading,



1 McKinsey Global Institute, Global flows in a digital age

2 Accenture, European Cross-border E-commerce