Why NAICS Codes Matter for Government Contracting
The North American Industry Classification System (NAICS) is the framework the U.S. federal government uses to classify businesses and match them with procurement opportunities. When a federal agency needs an advertising campaign, their contracting officer searches SAM.gov for vendors registered under the relevant NAICS code. If you're not registered under the right code, you're invisible to that buyer.
NAICS codes also determine your small business size standard — the revenue threshold below which you qualify as a "small business" and gain access to set-aside contracts. For marketing agencies, these thresholds are generous enough that most independent and mid-size agencies qualify.
This guide covers every NAICS code relevant to marketing, advertising, PR, web design, video, and creative agencies pursuing government work.
Primary NAICS Codes for Marketing Agencies
541810 — Advertising Agencies
The core code for agencies that create advertising campaigns, develop creative assets, and manage media on behalf of clients.
- What it covers: Full-service advertising, campaign development, creative production, media planning and buying
- SBA size standard: $19.0 million in average annual receipts (3-year average)
- Key federal buyers: DoD (recruitment), CDC (public health campaigns), VA (veteran outreach), USDA
541820 — Public Relations Agencies
For agencies that manage communications, media relations, and reputation on behalf of clients.
- What it covers: Media relations, crisis communications, stakeholder outreach, press office support
- SBA size standard: $19.0 million in average annual receipts
- Key federal buyers: State Department, DOD, HHS, EPA, Department of Education
541613 — Marketing Consulting Services
For agencies providing strategic marketing advice, market analysis, and campaign planning as distinct from execution.
- What it covers: Marketing strategy, brand strategy, go-to-market planning, consumer research
- SBA size standard: $19.0 million in average annual receipts
- Note: Often paired with 541810 for full-service agencies
541910 — Market Research and Public Opinion Polling
For agencies that conduct consumer research, focus groups, surveys, and audience analysis.
- What it covers: Quantitative research, qualitative research, polling, audience segmentation
- SBA size standard: $19.0 million in average annual receipts
- Key federal buyers: NIH, CDC, Census Bureau, State Department
Design and Creative NAICS Codes
541430 — Graphic Design Services
For studios and agencies focused on visual design, identity, and communications design.
- What it covers: Logo design, brand identity, publication design, print and digital graphics, UI design
- SBA size standard: $19.0 million in average annual receipts
- Key federal buyers: GSA, agencies undergoing rebrands, publishing-heavy agencies like NIH
512110 — Motion Picture and Video Production
For production companies and agencies with video production capabilities.
- What it covers: Video production, documentary production, broadcast content, animation, motion graphics
- SBA size standard: $47.0 million in average annual receipts
- Key federal buyers: DoD, VA, NIH, State Department, USDA
Web and Digital NAICS Codes
541511 — Custom Computer Programming Services
For agencies and studios doing custom web and application development.
- What it covers: Custom web development, application development, CMS customization, backend development
- SBA size standard: $34.0 million in average annual receipts
- Key federal buyers: GSA, VA, HHS, DoD, any agency with web infrastructure
541512 — Computer Systems Design Services
For agencies providing systems architecture, UX, and integrated digital platform work.
- What it covers: Systems integration, UX design, digital platform architecture, CMS implementation
- SBA size standard: $34.0 million in average annual receipts
- Key federal buyers: GSA (TTS), USDS, VA.gov, HealthCare.gov
519130 — Internet Publishing and Web Search Portals
For agencies managing digital publishing, content platforms, and web-based content programs.
- What it covers: Digital content strategy, web publishing, online information portals
- SBA size standard: $47.0 million in average annual receipts
Other Relevant Codes
541830 — Media Buying Agencies
For agencies that specialize in media planning and buying without full creative services.
- What it covers: Paid media placement, programmatic advertising, broadcast buying, out-of-home
- SBA size standard: $19.0 million in average annual receipts
541860 — Direct Mail Advertising
For agencies doing direct mail campaigns, including design, list management, and fulfillment.
- SBA size standard: $19.0 million in average annual receipts
541890 — Other Services Related to Advertising
A catch-all for advertising-adjacent services not covered by the above codes — display advertising, promotional campaigns, influencer marketing programs.
- SBA size standard: $19.0 million in average annual receipts
How Many NAICS Codes Should You Register Under?
Register under every code that honestly describes services your agency provides. There's no penalty for registering under multiple codes, and broader registration increases your visibility in SAM.gov searches. A full-service marketing agency might legitimately register under 541810, 541820, 541613, 541430, 541511, and 512110.
One caution: don't register under codes for services you can't deliver. Government contracting officers verify claims, and misrepresentation can result in debarment.
Checking Current Size Standards
SBA size standards are updated periodically. Verify the current thresholds at sba.gov/size-standards before certifying your small business status.