CanExport SMEs and marketing: what the program covers in 2026-27, and what it does not

We get asked often whether CanExport can fund a Google Ads or LinkedIn campaign in a new market. For 2026-27 the answer is no. The applicant's guide lists digital advertising, including online advertising and social media, as ineligible under marketing tool adaptation, along with SEO, online store development, website hosting, direct mail, email campaigns and newsletters, podcasts, webinars, testimonials and A/B testing. Digital and e-commerce campaign fees are also ineligible as business advice.

What it can fund is the groundwork that makes paid media work later: research to choose the market and accounts, translation of your site and sales materials, and in-person trade events where buyers are. That is still valuable, and it frees your own budget for media.

This summary follows the 2026-27 applicant's guide categories. Check the guide for the full wording before you apply.

Contractors for categories C to H must be independent, at arm's length, based in Canada or the target market unless justified, and paid for work done within the project period. Retainers, monthly payments, commissions tied to results and freelance platform hires are not eligible.

The program funds up to 50% of eligible costs, with requests from $10,000 to $50,000 and total project value from $20,000 to $100,000. In-kind contributions are not allowed, total government assistance cannot exceed 75% of project costs, and a company can receive at most $99,999 per federal fiscal year across CanExport programs.

The 2026-27 changes raised the minimums: applicants now need 3 to 500 full-time employees and $300,000 to $100 million in annual revenue declared in Canada, up from 1 employee and $100,000. Projects run up to 12 months within the April 1 to March 31 fiscal year, and costs incurred before submission or before April 1 are not eligible.

For 2026-27, a project targeting the US cannot include any other market, and a project targeting other markets cannot include the US. The program prioritizes non-US markets: of approximately $31 million available, approximately $3.1 million supports projects targeting the US, and US applications (except defence) aim for a decision within 90 business days rather than 60. A target market must be "new": sales under $100,000 in the last full tax year, or under 10% of total sales.

For companies already selling in the US, that last test may rule the US out entirely. For companies looking at Europe or other markets, it is a reason to plan a non-US project.

Here is how we split a first-year expansion budget when a client expects CanExport support.

1. Use market research and lead identification (category G) to choose the market and build the target account list.
2. Translate the website and core sales materials for the market (category C), with arm's-length contractors.
3. Plan one or two in-person trade events where target accounts attend (category B), with booth materials (category C).
4. Fund paid search, LinkedIn Ads, SEO and email from your own budget; they are ineligible.
5. Track pipeline from the market in your CRM so the next application, and the next budget, rest on evidence.

These come from the 2026-27 applicant's guide and catch marketing teams most often.

• Costs incurred before approval are at your own risk, and costs before the submission date are not eligible at all.
• The applicant company must perform, be invoiced for and pay for every activity, from a business bank account or business credit card.
• Contracts for categories C to H need a scope of work and cost estimate; retainers and monthly payments are excluded.
• Every activity must link to a new, eligible target market named in the application.
• Contribution funding is reimbursed after you pay, so plan cash flow for the full cost first.

Quebec announced its Programme de soutien a la commercialisation et a l'exportation (PSCE) in December 2021 with $200 million over five years and non-repayable contributions of up to 50% of eligible expenses, up to $250,000 per project, including a stream for export capacity outside Quebec. Its eligible expenses and current status are set by the program, so confirm with the ministry before planning on it, and remember the 75% stacking limit on CanExport projects.

We do not prepare funding applications. We help companies plan and run the demand generation that grant programs do not cover: paid media, ABM, SEO and GEO and pipeline reporting in the new market. Our paid media services publish their fees, with no markup on media.

If the US is your next market, our guide to expanding a Canadian B2B company into the US lays out the first 12 months.

To plan your next market, talk to our team.