What Marketing Services Does the PSG Grant Actually Cover in Singapore?

For many Singapore SMEs, the Productivity Solutions Grant (PSG) represents one of the most accessible and practical forms of government co-funding available today. With up to 50% of qualifying costs covered, it can meaningfully reduce the financial barrier to adopting professional digital marketing services. But there is a persistent gap between what business owners think PSG covers and what it actually funds — and that gap is precisely where reimbursement claims fall apart.

This article is a comprehensive, plain-English guide to what marketing services the PSG grant covers in Singapore, what it does not cover, how the approval process works, and how to position your business to make the most of available co-funding. Whether you are exploring PSG for the first time or trying to understand why a previous claim was rejected, this guide will walk you through everything you need to know.

What Is the PSG Grant, and Who Administers It?

The Productivity Solutions Grant is a Singapore Government initiative administered by Enterprise Singapore (EnterpriseSG). Its core purpose is to help local SMEs adopt pre-approved IT solutions and equipment that enhance productivity, improve business capabilities, and support growth.

Originally focused heavily on operations, logistics, and finance software, the PSG has expanded significantly to include digital marketing solutions — reflecting the government’s recognition that going digital is no longer optional for businesses that want to remain competitive in a post-pandemic economy.

Who Is Eligible?

To be eligible for PSG funding, your business must meet all of the following criteria:

• Registered and operating in Singapore — the business entity must be incorporated locally
• At least 30% local shareholding — Singaporean or Singapore Permanent Resident shareholders must hold at least 30% of the company
• Annual sales turnover of not more than S$100 million, or an employment size of not more than 200 workers (for SMEs)
• The solution must be used in Singapore — the services or systems funded must benefit Singapore-based operations

Importantly, the PSG is not a blanket grant for any business expense. Every solution must be purchased from a pre-approved PSG vendor listed on the Business Grants Portal (BGP). This is one of the most commonly misunderstood requirements, and we will return to it several times throughout this article.

The Core Principle: Pre-Approved Vendors and Solutions Only

Before diving into specific marketing services, the single most important thing to understand about PSG is this: you cannot claim PSG reimbursement for services purchased from a vendor who is not on the approved list, regardless of how good the service is.

EnterpriseSG maintains a curated list of pre-approved vendors and their corresponding solutions on the Business Grants Portal. Each vendor submits a specific solution package for approval, and that package — including its scope, deliverables, and price tiers — is what gets approved, not the vendor in general.

This means that even if a vendor is PSG-approved, you must ensure that the specific service package you are purchasing is the one listed in the BGP. A variation or customisation that falls outside the approved scope may not be claimable.

This is why working with a vendor who has deep experience navigating the PSG process is so valuable. They will ensure that the engagement is scoped, documented, and delivered in a way that aligns with BGP requirements from day one.

What Digital Marketing Services Does PSG Cover?

Within the digital marketing category, PSG-approved solutions typically fall into several broad areas. Here is a breakdown of what is commonly covered:

1. Search Engine Optimisation (SEO)

SEO is one of the most widely utilised PSG-covered marketing services. Approved SEO solutions generally include:

• Technical SEO audits and remediation — identifying and fixing structural issues on your website that prevent search engines from crawling and indexing your content effectively
• On-page optimisation — keyword research, meta tag optimisation, content structuring, and internal linking strategies
• Content creation and optimisation — developing or optimising website copy, blog articles, and landing pages targeted at relevant search queries
• Local SEO — optimising your Google Business Profile and local citations so your business appears in location-based searches, which is particularly important for Singapore SMEs serving local customers
• Performance reporting and analytics — tracking keyword rankings, organic traffic, and conversion metrics through tools like Google Search Console and GA4

SEO solutions under PSG are typically structured as multi-month engagements, which reflects the reality that SEO is a sustained effort rather than a one-time setup. Most approved packages run for three to twelve months.

2. Search Engine Marketing (SEM) and Pay-Per-Click Advertising

Paid search advertising — primarily Google Ads — is another commonly approved category. PSG-covered SEM solutions typically include:

• Campaign strategy and setup — defining target audiences, keyword groups, match types, and campaign structures
• Ad copywriting and creative development — writing text ads and, in some cases, creating display ad assets
• Bid management and optimisation — ongoing management of cost-per-click bids, quality score improvement, and budget allocation
• Conversion tracking setup — implementing tracking pixels and events to measure what happens after users click your ads
• Reporting and performance reviews — regular reporting on impressions, clicks, conversions, cost-per-acquisition, and return on ad spend

One important clarification: in most PSG-approved SEM packages, the management fee paid to the vendor is the claimable component. The media spend — the actual money that goes to Google — is typically not covered by PSG. This is a frequent source of confusion, and we will address it in more detail in the exclusions section.

3. Social Media Marketing and Paid Social Advertising

With platforms like Meta (Facebook and Instagram), LinkedIn, and TikTok playing an increasingly central role in customer acquisition, PSG-approved social media solutions have grown considerably. Covered services typically include:

• Social media strategy and content planning — defining target personas, content pillars, posting cadences, and platform selection
• Organic social media management — creating, scheduling, and publishing content across approved platforms
• Paid social advertising — campaign setup, audience targeting, creative development, and ongoing optimisation for platforms such as Meta Ads and LinkedIn Ads
• Community management — responding to comments and messages in a brand-consistent manner
• Analytics and reporting — tracking reach, engagement, follower growth, and paid campaign performance

Again, it is worth emphasising: the advertising spend on social platforms is generally not the claimable component. PSG covers the professional services cost — the expertise, strategy, and execution — not the media budget itself.

4. Website Development and E-Commerce Solutions

While not strictly a “marketing service” in the traditional sense, website development is one of the most commonly funded categories under PSG and is directly relevant to marketing effectiveness. Approved solutions typically cover:

• Corporate website design and development — building a new website or significantly rebuilding an existing one on approved platforms
• E-commerce functionality — adding online shopping capabilities, payment gateway integration, and product catalogue management
• Mobile responsiveness and user experience optimisation — ensuring the site performs well on smartphones and tablets
• Basic SEO integration — implementing foundational on-page SEO as part of the website build
• Content management system (CMS) setup — enabling the business owner to update content without requiring a developer

Website solutions under PSG are typically one-time project engagements rather than ongoing retainers.

5. Customer Relationship Management (CRM) with Marketing Automation

CRM platforms that include marketing automation capabilities are increasingly appearing on the PSG approved list. These solutions bridge the gap between operational and marketing tools, and typically cover:

• CRM platform setup and configuration — implementing the system, importing contacts, and setting up pipelines
• Email marketing automation — building automated email sequences for lead nurturing, onboarding, and re-engagement
• Lead capture and landing page tools — creating forms, pop-ups, and landing pages that feed directly into the CRM
• Segmentation and personalisation — setting up audience segments so communications are relevant and timely
• Training and onboarding — ensuring the business team can use the platform effectively

6. Data Analytics and AI-Powered Marketing Intelligence

This is a newer and rapidly growing category within PSG-approved solutions. As AI-driven tools become central to competitive marketing, some forward-thinking approved vendors now offer solutions that include:

• GA4 (Google Analytics 4) implementation and configuration — setting up proper tracking, event measurement, and conversion goals
• Audience intelligence and segmentation — using first-party data and AI tools to identify high-value customer segments
• Predictive analytics and campaign optimisation — leveraging AI to improve targeting efficiency and reduce wasted ad spend
• Dashboard and reporting infrastructure — building centralised reporting dashboards that surface actionable insights

This category is particularly valuable for businesses that want to move beyond basic campaign management and build a data-driven marketing capability.

What Does PSG NOT Cover?

Understanding the exclusions is just as important as understanding what is covered. The following are the most common reasons PSG marketing claims are rejected:

1. Media Spend and Advertising Budgets

As noted above, PSG does not reimburse money spent on advertising platforms. The Google Ads budget, Meta Ads budget, or LinkedIn Ads budget is paid directly to those platforms by you, the business, and is not a claimable cost. Only the professional service fees paid to your PSG-approved vendor are eligible.

2. Non-Approved Vendors

Any services purchased from a vendor not listed on the Business Grants Portal are ineligible, full stop. It does not matter how reputable the agency is or how good the results were. If they are not PSG-approved, the cost cannot be claimed.

3. Services Outside the Approved Solution Scope

Even with an approved vendor, only the deliverables listed in the approved solution package are claimable. If you negotiate additional services or customisations beyond the package scope without a separate PSG-approved engagement, those extras will not be reimbursable.

4. Overseas-Based Operations

PSG is specifically intended to benefit Singapore operations. If your business has overseas subsidiaries or operations, costs attributable to those entities are not claimable under PSG, even if the invoice is issued to your Singapore-registered entity.

5. Duplicative Funding

If you have already received another form of government support for the same activity — for example, through an Enterprise Development Grant or SkillsFuture funding — you generally cannot also claim PSG for the same cost. Stacking grants on the same expenditure is not permitted.

6. Retrospective Claims

You must receive your Letter of Offer from EnterpriseSG before commencing the engagement. If you start work with a vendor and then apply for PSG afterward, the claim will be rejected. The approval must precede the start of services.

How the PSG Application and Claims Process Works

The PSG process follows a structured sequence, and deviating from it is one of the most common reasons businesses miss out on co-funding they would otherwise qualify for.

Step 1: Identify an Approved Vendor and Solution Browse the Business Grants Portal (www.businessgrants.gov.sg) and identify pre-approved solutions that match your needs. Your vendor should be able to guide you to the specific listing that covers their services.

Step 2: Get a Quotation Your approved vendor will provide a formal quotation that maps directly to the approved solution package. This quotation should reference the specific solution name and package tier as listed on the BGP.

Step 3: Apply on the Business Grants Portal Log in to the BGP using your Corppass, complete the application form, attach the vendor quotation, and submit. EnterpriseSG typically processes applications within four to six weeks, though timelines can vary.

Step 4: Receive the Letter of Offer Once approved, you will receive a Letter of Offer specifying the grant amount, the eligible deliverables, and the timeframe within which the work must be completed. Do not begin work until you have received and accepted this Letter of Offer.

Step 5: Commence and Complete the Engagement Work with your vendor to deliver the approved scope within the stipulated timeframe. Keep all invoices, receipts, and project documentation organised — you will need these for the claim.

Step 6: Submit the Claims Once the engagement is complete and payment has been made to the vendor, submit your claim through the BGP along with invoices and proof of payment. EnterpriseSG will review the claim and, if everything is in order, disburse the co-funding to your business.

Common Mistakes That Lead to Rejected Claims

Beyond the exclusions already covered, these are the most frequent procedural errors that result in rejected PSG claims:

• Starting work before receiving the Letter of Offer — this is the single most common and most avoidable mistake
• Paying invoices in cash — payments should be traceable; bank transfers are strongly preferred over cash payments
• Mismatched documentation — the vendor name, solution description, and amounts on your invoice must match what was approved on the BGP
• Incomplete deliverables — EnterpriseSG expects the approved scope to be fully delivered before a claim is approved; partial delivery often leads to delays or rejections
• Missing the claims deadline — every Letter of Offer has a deadline by which the claim must be submitted; missing it forfeits your co-funding

How to Choose the Right PSG-Approved Digital Marketing Vendor

Being listed on the BGP is a baseline requirement, not a quality guarantee. Here is what to look for when evaluating PSG-approved marketing vendors:

Track record with Singapore SMEs — look for case studies and references from businesses in your industry or of a similar size. Generic testimonials are less useful than specific, verifiable results.

Clarity on what is and is not included — a reputable vendor will be transparent about what falls within the PSG-approved scope and what would be additional. Be cautious of vendors who are vague about this distinction.

Capability beyond the grant — PSG funding is time-limited, but your marketing needs are ongoing. Choose a vendor whose capabilities you would want to continue working with after the grant period ends.

Data and reporting standards — in 2025 and beyond, any serious digital marketing engagement should include proper analytics. Ensure the vendor uses GA4, provides regular performance reports, and can demonstrate measurable outcomes.

AI and advanced targeting capabilities — the gap between agencies using AI-powered tools and those relying on manual, intuition-based approaches is widening rapidly. Vendors who leverage AI for audience segmentation, bidding optimisation, and predictive targeting can deliver meaningfully better results for the same budget.

Maximising Your PSG Investment: Beyond the Co-Funding

The 50% co-funding is valuable, but it is a means to an end, not the end itself. The businesses that get the most from PSG are those that treat the grant period as an opportunity to build lasting marketing infrastructure — not just to get cheap services for a year.

Think about what you want to have after the PSG engagement concludes. Do you want a website that ranks in Google search and continues generating organic leads? Do you want a paid advertising capability that your internal team can manage? Do you want a CRM system that gives you visibility into your pipeline and automates your follow-up? Do you want a deep understanding of who your most valuable customers are and how to reach more of them?

The right PSG-approved vendor will help you build toward those outcomes, not just deliver deliverables to satisfy the grant requirements.

Frequently Asked Questions

How does Audience Intelligence Asia help with this topic?

Audience Intelligence Asia is a PSG-approved, AI-powered digital marketing agency based at 60 Paya Lebar Road, Paya Lebar Square, Singapore 409051. We work with Singapore SMEs and enterprise brands on SEO, SEM, Paid Social, GA4, and AI audience targeting. Our team guides clients through every step of the PSG process — from identifying the right solution package and preparing the BGP application to delivering the approved scope and supporting the claims submission. Contact us at +65 8313 1199 or visit www.audienceintelligence.asia.

Is PSG grant funding available for Audience Intelligence Asia’s services?

Yes. Audience Intelligence Asia is a PSG-approved vendor, and eligible Singapore SMEs receive up to 50% co-funding on qualifying digital marketing services. We will assess your eligibility during your initial consultation and walk you through the application process at no additional cost. Contact us at +65 8313 1199 to get started.

How do I get started with Audience Intelligence Asia?

Call +65 8313 1199, email wohlstand@audienceintelligence.asia, or visit www.audienceintelligence.asia/contact. Every engagement begins with a free consultation and marketing audit. We assess your current digital marketing position, identify the highest-impact opportunities, and propose a programme that fits both your business objectives and your PSG eligibility.

Can I claim PSG for advertising spend on Google or Meta?

No. PSG covers professional service fees paid to approved vendors, not media budgets paid to advertising platforms. Your Google Ads or Meta Ads budget is a separate cost that you fund directly.

What happens if I start work before my PSG application is approved?

Your claim will be rejected. The Letter of Offer must be received and accepted before any work commences. This is a strict requirement with no exceptions.

How long does PSG approval take?

Typically four to six weeks from the time of a complete application submission, though this can vary depending on application volumes and whether EnterpriseSG requires additional information.

Ready to Grow Your Singapore Business With AI-Powered Digital Marketing?

Navigating the PSG grant does not need to be complicated. With the right vendor partner, the process is straightforward, and the co-funding can make a genuinely significant difference to what your marketing budget can achieve.

Audience Intelligence Asia is a PSG-approved, AI-powered digital marketing agency. We work with Singapore SMEs and enterprise brands across SEO, SEM, Paid Social, GA4, and AI audience targeting — and we handle the PSG process alongside you, from application through to claim.

Audience Intelligence Asia 60 Paya Lebar Road #07-54, Paya Lebar Square, Singapore 409051

Certified Google Partner | Meta Advertising Specialist | AI Audience Intelligence

📞 +65 8313 1199 🌐 www.audienceintelligence.asia 📧 wohlstand@audienceintelligence.asia

👉 Free consultation: www.audienceintelligence.asia/contact