Marketing & Advertising Funding
Grants for Websites 2026

An important principle right from the start: Pure advertising click budgets (e.g., direct expenses for Google Ads or social media campaigns) are generally not directly subsidized by government agencies. However, strategy consulting, conceptual design, market analysis, and especially the professional creation of websites, online shops, and digital sales infrastructures are eligible for funding.

1. MID-Digitalization NRW (Mittelstand Innovativ & Digital)

The state of North Rhine-Westphalia specifically supports small and medium-sized enterprises (SMEs) in their digital transformation. Current guidelines (as of August 2026) focus strongly on IT security and digital sales channels.

• What is funded? The development or relaunch of modern websites, web shops, digital booking and customer management systems (CRM), as well as GDPR-compliant online sales channels.
• Funding amount: Non-repayable grants of up to 15,000 euros (funding rate between 50% and 80% depending on company size).
• Requirement: Place of business in NRW and fewer than 250 employees.

2. BAFA Funding: Know-how for Marketing and Sales Strategies

Through the Federal Office for Economic Affairs and Export Control (BAFA), existing companies (from the first day after founding) receive financial support for external management consulting.

• What is funded? Professional consulting on target group analysis, marketing strategy, search engine visibility (SEO), and optimization of market presence.
• Funding amount: In West Germany (including Cologne/NRW), 50% of the consulting costs (maximum 1,750 euros grant for 3,500 euros consulting costs) are covered.

Konzept Consulting is listed as a BAFA consultant, which means you can claim this grant directly with us.

3. AVGS Coaching (100% Cost Coverage for Founders)

Those who found a business out of unemployment (ALG I or Bürgergeld) do not have to pay their marketing budget out of their own pocket at the beginning. Through the Activation and Placement Voucher (AVGS), the Employment Agency or Job Center finances individual 1:1 coaching at 100%.

In the coaching, we jointly develop your complete marketing concept, determine your unique selling propositions (USP), analyze the Cologne competition, and create the market roadmap for your start.

4. Consulting Program Economy NRW (LGH Funding)

Through the State Trade Promotion Agency (LGH), the NRW Ministry of Economic Affairs subsidizes consulting prior to the actual business registration.

• What is funded? Pre-start-up consulting on the viability of the business model, including profitability calculation and marketing plan.
• Funding amount: Up to 50% of the consulting fee is reimbursed as a direct state grant.

The application must be submitted in advance via the business development agency or chamber of crafts and processed through accredited consulting companies like Konzept Consulting.

5. KfW Start-up Loan StartGeld: Liquidity for Advertising Offensives

Larger advertising campaigns, agency fees for branding, trade fair appearances, and initial ad budgets often require five-figure liquidity. The KfW Start-up Loan StartGeld covers working capital (including marketing and advertising costs) up to 200,000 euros.

Thanks to KfW's 80% liability exemption for your principal bank, the required start-up capital can be financed even without extensive standard bank collateral.

Important (As of August 2026): Before you sign contracts with agencies or commission service providers, the funding application must have been submitted – retrospective approvals are excluded in almost all programs!