Yes, there are programs that fund part of your marketing investments. They cover anywhere from a few thousand to several tens of thousands of dollars per year, depending on the project and the program. And most Quebec SMBs never benefit from them.
Not because they aren't eligible. Because application windows are short, criteria change without notice, and nobody in-house has time to track it all.
Here is the landscape of marketing-relevant programs in 2026, what they actually cover, and how to stop missing out.
Four funding layers to know
Funding for marketing initiatives comes from four distinct sources — and they often stack.
The federal level mostly funds export: developing markets outside Canada, including through digital marketing. The provincial level (Quebec) supports commercialization, at home and abroad, through Investissement Québec and the Ministry of Economy. The regional level runs through MRCs, economic development agencies and programs like those of PME MTL — smaller amounts, but less competition. And the private level exists too: some financial institutions run their own support programs for their business members, often little known and administered locally. It's worth asking yours.
The programs to know in 2026
| Program | Level | What it funds in marketing | Order of magnitude |
|---|---|---|---|
| PSCE — Stream 1 | Quebec | Commercialization in the Quebec market: strategy, tools, specialized fees | Up to 50% of eligible expenses |
| PSCE — Stream 2 | Quebec | Markets outside Quebec: export strategy, digital marketing, trade events | Up to $60K per year, non-repayable |
| CanExport SMEs | Federal | Market development outside Canada: promotion, digital marketing, trade shows | Up to $50K per project |
| Training subsidies | Quebec | Team training, including AI tools for marketing and sales | Cost-sharing on training |
Two honest caveats about this table. First, it's dated: this information is valid as of July 2026, and programs evolve constantly — budgets suspended without notice, criteria tightened, streams closed. Second, it isn't exhaustive: depending on your region and sector, other programs apply (manufacturing, agri-food, technology).
What grants concretely cover in marketing
Programs don't fund "advertising" in the broad sense. They fund structured projects. Typical eligible expenses include:
- Developing a commercialization or export strategy, including specialized professional fees.
- Digital marketing to develop a market — with specific caps, for example $10K for the digital component of PSCE Stream 2.
- Participation in trade shows and commercial events outside Quebec.
- Developing sales and promotional tools for new markets.
- Training your teams on tools, including AI applied to marketing.
Notice the common thread: programs fund growth toward new markets, not maintaining your current presence. A well-framed development project is fundable; a recurring ad budget is not.
Why so many businesses miss out
Three reasons come up constantly.
Windows are short
Some streams open two weeks a year — in practice, first come, first served. In 2026, PSCE Stream 2 accepted applications from May 27 to June 10. The company that discovers the program in July waits a year — if the program reopens.
Applications are demanding
Project plan, financial projections, supporting documents, demonstrated need. A rushed application gets rejected, and the time invested is lost.
Stacking is underused
Several programs combine — an export project can pair the PSCE with CanExport, within stacking limits. Companies that file a single application leave money on the table.
How to maximize your chances
The winning logic comes down to three moves. First, start from the project, not the program: a clear growth project — new market, new segment, structural digital shift — almost always finds a funding vehicle; hunting for grants without a project leads nowhere. Second, prepare the application before the window opens: when the portal opens for two weeks, your business plan, projections and quotes must already exist. Third, keep a continuous watch on programs — or hand it to someone whose job it is.
Funding is part of the strategy
At Zone Marketing, identifying applicable grants is part of the work: every initiative we recommend is assessed for its funding potential, and we prepare the applications with you. Your marketing plan and your funding plan move together — often the difference between a postponed project and a launched one.
A 30-minute conversation is enough to assess whether your current projects qualify for funding.