How much does the federal government spend on advertising?

GAO found federal agencies obligated $14.9 billion on advertising contracts from FY2014 through FY2023.

Which GSA schedule SINs cover marketing and advertising?

The MAS Marketing and Public Relations SINs include 541810 Advertising Services, 541613 Marketing Consulting Services, 541820 Public Relations Services, 541430 Graphic Design Services, 512110 Video/Film Production, 541910 Marketing Research and Analysis, and 561920 event planning.

Are there limits on what government ads can say?

Yes. Federal appropriations law bars publicity or propaganda, meaning self-aggrandizing, covert or purely partisan messages, and bars urging the public to lobby Congress on pending bills.

Do government videos need captions?

Federal agencies follow Section 508, which calls for accessible video, including captions, so plan for this in your production costs.

How long does it take to sell marketing services to government?

It depends on the size of the purchase and how it's bought. Small purchases under an agency's threshold, or buys through an existing cooperative contract, can move quickly. Purchases that need a formal bid or a new budget line usually take longer, often a full budget cycle.

Can KSG help us sell marketing services to government?

Yes. Kensington Sales Group provides outsourced SDRs who research target agencies, reach the right program owners and purchasing contacts, and book qualified meetings for your sales team. Book a 30-minute call to talk it through.

Selling Marketing Services to Government: A Vendor's Guide

Key takeaways

Federal agencies obligated $14.9 billion on advertising contracts in fiscal years 2014 through 2023; about 14 percent ($2.1 billion) went to small disadvantaged businesses and businesses owned by minorities and women.
Common ways agencies buy marketing services: GSA MAS SIN 541810 Advertising Services, GSA MAS SIN 541613 Marketing Consulting Services, GSA MAS SIN 541820 Public Relations Services.
Rules to plan for: Publicity or propaganda prohibition, Grassroots lobbying ban, Section 508 accessibility for video and social media.
A contract vehicle or vendor registration makes buying easier, but it doesn't create demand. The vendors that win reach program owners before budgets and bids are set.

Who buys marketing services in government

Purchases of marketing services happen across federal agencies, states, counties, cities, school districts and colleges, hospitals, tribal governments, special districts and public utilities. The people you'll deal with usually include:

Agency public affairs and communications directors
Military recruiting commands
Public health departments running awareness campaigns
State tourism, lottery and economic development agencies
Transit agencies and utilities running customer outreach
University marketing and enrollment offices
City and county public information officers

The purchasing office runs the process, but the program owner who has the problem usually decides what gets bought. Reach both. See government buyer roles for how they work together.

The government marketing services market

Federal agencies obligated $14.9 billion on advertising contracts in fiscal years 2014 through 2023; about 14 percent ($2.1 billion) went to small disadvantaged businesses and businesses owned by minorities and women. (GAO-24-107021, Federal Advertising (June 2024))
About $1.1 billion of federal advertising obligations in FY2014-2023 was COVID-19 related. (GAO-24-107021, Federal Advertising (June 2024))
In FY2013, the Department of Defense was the largest federal buyer of advertising services at $419.0 million, followed by HHS ($197.4 million) and Education ($128.8 million). (Congressional Research Service, Advertising by the Federal Government: An Overview (R41681))

How agencies buy marketing services

Small purchases under an agency's threshold can often be made with a quote or a purchase card. Larger purchases need a formal bid or an existing contract. These are the contract vehicles agencies commonly use for marketing services:

Contract vehicle	What it is
GSA MAS SIN 541810 Advertising Services	Federal schedule SIN for advertising services, part of the Marketing and Public Relations category.
GSA MAS SIN 541613 Marketing Consulting Services	Federal schedule SIN for marketing consulting.
GSA MAS SIN 541820 Public Relations Services	Federal schedule SIN for public relations services.
GSA MAS SINs 541430, 512110, 541910, 561920	Graphic Design Services; Video/Film Production; Marketing Research and Analysis; and Conference, Meeting, Event and Trade Show Planning Services (plus 541810ODC for other direct costs).
GSA OASIS+ Marketing and Public Relations domain	OASIS+ includes a Marketing and Public Relations domain for larger, integrated federal communications work.

Thresholds differ by state and agency; see our state procurement thresholds. For which cooperatives cover which categories, see cooperative contracts by category.

Rules and requirements for selling marketing services

Requirement	What it means for you
Publicity or propaganda prohibition	Federal appropriations bar agencies from paying for self-aggrandizing, covert or purely partisan communications, so campaigns must clearly show the agency as the source and stick to official business.
Grassroots lobbying ban	Agencies cannot use funds for clear appeals urging the public to contact Members of Congress about pending legislation, so campaign copy must avoid that.
Section 508 accessibility for video and social media	Federal video and social content you produce must be accessible, such as captions and audio description, so people with disabilities can use it.
Small and disadvantaged business tracking	Congress and GAO track how much federal advertising goes to small disadvantaged, minority-owned and women-owned firms, so small business status and teaming plans can matter in awards.

Requirements vary by agency and contract. Read each solicitation's terms, and check with the buyer when in doubt. This isn't legal advice.

Buying signals to watch

These events often mean an agency will buy marketing services soon:

A new public health, safety or benefits program that needs public awareness
Recruiting shortfalls at military services or public agencies
A new grant that includes an outreach or education budget line
Launch of a new transit line, toll system, utility rate change or customer program
A tourism or economic development agency receiving new funding

For more, see our guide to government buying signals and the contract expirations guide.

A sales process for selling marketing services

Register. Get into SAM.gov for federal work and each state or local vendor portal you'll sell into. Use our vendor registration checklist.
Pick your path to purchase. Decide which contract vehicles above fit your target buyers, and whether a reseller or partner already holds one.
Build the target list. Identify the agencies with the need, the budget and the buying authority, and the people who own the problem.
Start conversations early. Reach program owners while budgets and requirements are still being written, not after an RFP is posted.
Follow through to purchase. Help the buyer pick the method, whether a cooperative purchase, quote or formal bid. When a bid comes, use our RFP response guide.

How KSG helps you sell marketing services

Kensington Sales Group runs outbound sales development for companies selling to the public sector. Our SDRs research your target agencies, find the program owners and purchasing contacts, and book meetings for your sales team across Federal, SLED, K-12 and higher ed, healthcare, tribal, special district and utility markets. We also run bilingual English and Spanish outreach across the Western Hemisphere.

See how our outsourced SDR service works.

Sources

Checked November 2, 2026.

Selling marketing services to government.