Funding programmes for SMEs · As of October 2026
Government fundingfor marketing & digitalisation
Federal government, states and KfW subsidise consulting, coaching and digitalisation projects. The programmes change constantly, some end, new ones arrive. Here are the most important ones at a glance: what they fund, who they’re for and what matters when applying.
Funding pays for know-how, not ad spend
Almost all programmes for small and medium-sized businesses follow the same principle: the state contributes to consulting, coaching and investment that make a business better in the long run. Google click costs, ad budgets or ongoing campaign management aren’t eligible.
For marketing that means: a strategy, a tracking concept, an AI potential review or team training can be funded. Almost always crucial: apply first, then commission.
The key funding programmes at a glance
As of October 2026. Conditions change and funds can run out. The funding body’s current guidelines always apply.
BAFA: Funding for entrepreneurial know-how
runs until 31 Dec 2026- Who for
- SMEs and freelancers based in Germany
- What
- External consulting on strategy, marketing, digitalisation and organisation
- Assessment basis up to €3,500 per consultation
- 50% grant, 80% in the eastern German states
- Up to 5 consultations, max. 2 per year
INQA-Coaching
running- Who for
- SMEs with fewer than 250 employees
- What
- Coaching for change in the business, such as digitalisation and new workflows, together with the team
- Up to 80% of coaching costs
- Up to 12 coaching days
- Funded by federal money and ESF Plus
Mittelstand-Digital centres
running- Who for
- SMEs and skilled trades
- What
- Free information, workshops and hands-on projects on digitalisation and AI
- No application, no own contribution
- A good entry point into AI topics
- Regional and topic centres
KfW: ERP development loan for digitalisation
running- Who for
- Commercial businesses and freelancers
- What
- Digitalisation projects from software to online shops to AI, including ongoing project costs
- Low-interest loan via your bank
- Additional grant for larger projects
- Apply before the project starts
Hesse: subsidised consulting via RKW Hessen
check funds first- Who for
- SMEs based in Hesse
- What
- Consulting on digitalisation and management
- Up to 50% of the consultant’s fee
- Grant capped per consulting day
- Funds are limited per year
Distr@l
running- Who for
- SMEs, start-ups and research institutions in Hesse
- What
- Digital innovation projects: from feasibility study to new software or platform
- Several funding lines depending on project maturity
- Application via WIBank
- For genuine new development, not for advertising
Digitalisation programmes in other states
varies by state- Who for
- SMEs based in the respective state
- What
- Grants for digitalisation, for example Digitalbonus Bavaria or MID digitalisation in NRW
- Conditions change often
- Some programmes close temporarily
- Often combinable with BAFA if services are separate
No programme in our list fits this selection. We’ll look at other options in the intro call.
What BAFA funding actually adds up to
The assessment basis is the consulting cost, up to €3,500 per consultation. The grant rate depends on where the advised company is based, not where the consultant is.
Up to five funded consultations are possible over the guideline’s term, max. two per year.
What’s funded in marketing and what isn’t
Usually eligible
- Marketing and digitalisation strategy
- SEO and Google Ads audits with recommendations
- Tracking and privacy concept
- AI potential review and roadmap
- Training and coaching for the team
Usually not eligible
- Ad spend and click costs
- Ongoing campaign management
- Software licences and subscriptions (for consulting programmes)
- Design and copy without a consulting element
- Services commissioned before applying
Loan and investment programmes such as KfW have different rules: software and implementation may be included there.
Five rules that funding applications fail on
Apply first, commission second
If you commission or pay before applying, you usually lose eligibility.
No double funding
The same service can’t be paid from two programmes. Separate services can.
De-minimis
Many grants count towards the de minimis limit of €300,000 over three years.
Approved consultants
For BAFA and INQA the consultant must be approved for that programme.
Document properly
Consulting report, invoice and proof of payment are the basis for payout.
Programmes still often mentioned that have expired
Many online guides are out of date. These programmes are still listed there but can no longer be applied for:
- go-digitalFederal digitalisation consulting programme, ended in late 2024.
- Digital JetztFederal grant for digitalisation investment, ended.
- DIGI-Zuschuss HesseHessian digitalisation grant, ended with the funding phase in June 2026 according to the state portal.
- DigiBoost RLPProgramme in Rhineland-Palatinate, currently not accepting new applications.
Frequently asked questions about funding
What funding is available for marketing consulting?
Nationwide, BAFA’s funding for entrepreneurial know-how is the key programme: it subsidises external consulting, including marketing and digitalisation, at 50% (80% in the eastern states) of an assessment basis of up to €3,500 per consultation. On top of that come INQA-Coaching, free offers from the Mittelstand-Digital centres and state programmes.
Are Google Ads click costs funded?
No. Ad spend, i.e. click costs on Google or Meta, isn’t eligible in any of the common programmes. What’s funded is consulting: strategy, concept, analysis, training. You pay for ongoing execution yourself.
Must I apply before the consulting starts?
Yes, for practically every programme. If you commission or pay before applying, you usually lose eligibility. That’s why we settle the funding question in the intro call, before anything is commissioned.
Can I combine several programmes?
Yes, as long as the same service isn’t funded twice. An example: BAFA for strategy consulting, a state programme or KfW loan for the later implementation. For de minimis grants, all aid from the last three years counts together.
What does de minimis mean?
Many grants are so-called de minimis aid under EU law. A company may receive at most €300,000 of it in total over three years. When applying, you declare which aid you’ve already received.
Is there funding for AI projects?
Yes. AI consulting can be funded via BAFA or INQA-Coaching, implementation via KfW’s ERP development loan for digitalisation. Genuine new developments, such as your own AI application, may qualify for Distr@l in Hesse. The Mittelstand-Digital centres offer free AI workshops.
What happens to BAFA funding after 31 Dec 2026?
The current guideline runs until the end of 2026. Whether and how it continues hadn’t been published as of October 2026. If you’re planning a funded consultation, apply in good time.
Read more: budget, costs & choosing an agency8 answers
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Funding question first, then the order
In the free intro call we look at your project and which programmes could fit, before anything is commissioned.
