diff --git a/protocol/pubsub/v2/attributes.go b/protocol/pubsub/v2/attributes.go
new file mode 100644
index 00000000..714f9c04
--- /dev/null
+++ b/protocol/pubsub/v2/attributes.go
@@ -0,0 +1,25 @@
+/*
+ Copyright 2021 The CloudEvents Authors
+ SPDX-License-Identifier: Apache-2.0
+*/
+
+package pubsub
+
+import (
+	"context"
+
+	"github.com/cloudevents/sdk-go/v2/binding"
+)
+
+type withCustomAttributes struct{}
+
+func AttributesFrom(ctx context.Context) map[string]string {
+	return binding.GetOrDefaultFromCtx(ctx, withCustomAttributes{}, make(map[string]string)).(map[string]string)
+}
+
+// WithCustomAttributes sets Message Attributes without any CloudEvent logic.
+// Note that this function is not intended for CloudEvent Extensions or any `ce-`-prefixed Attributes.
+// For these please see `Event` and `Event.SetExtension`.
+func WithCustomAttributes(ctx context.Context, attrs map[string]string) context.Context {
+	return context.WithValue(ctx, withCustomAttributes{}, attrs)
+}
diff --git a/protocol/pubsub/v2/doc.go b/protocol/pubsub/v2/doc.go
index 4ef4e6fd..db8467b0 100644
--- a/protocol/pubsub/v2/doc.go
+++ b/protocol/pubsub/v2/doc.go
@@ -5,5 +5,8 @@
 
 /*
 Package pubsub implements a Pub/Sub binding using google.cloud.com/go/pubsub module
+
+PubSub Messages can be modified beyond what CloudEvents cover by using `WithOrderingKey`
+or `WithCustomAttributes`. See function docs for more details.
 */
 package pubsub
diff --git a/protocol/pubsub/v2/protocol.go b/protocol/pubsub/v2/protocol.go
index f8e70e2c..e3b257d7 100644
--- a/protocol/pubsub/v2/protocol.go
+++ b/protocol/pubsub/v2/protocol.go
@@ -110,7 +110,9 @@ func (t *Protocol) Send(ctx context.Context, in binding.Message, transformers ..
 
 	conn := t.getOrCreateConnection(ctx, topic, "", "")
 
-	msg := &pubsub.Message{}
+	msg := &pubsub.Message{
+		Attributes: AttributesFrom(ctx),
+	}
 
 	if key, ok := ctx.Value(withOrderingKey{}).(string); ok {
 		if !t.MessageOrdering {
diff --git a/protocol/pubsub/v2/protocol_test.go b/protocol/pubsub/v2/protocol_test.go
index 8350ac0f..c383c2a1 100644
--- a/protocol/pubsub/v2/protocol_test.go
+++ b/protocol/pubsub/v2/protocol_test.go
@@ -3,14 +3,17 @@ package pubsub
 import (
 	"context"
 	"fmt"
+	"reflect"
 	"testing"
 
 	"cloud.google.com/go/pubsub"
+	"cloud.google.com/go/pubsub/apiv1/pubsubpb"
 	"cloud.google.com/go/pubsub/pstest"
 	"github.com/stretchr/testify/require"
 	"google.golang.org/api/option"
 	pb "google.golang.org/genproto/googleapis/pubsub/v1"
 	"google.golang.org/grpc"
+	"google.golang.org/grpc/credentials/insecure"
 
 	"github.com/cloudevents/sdk-go/v2/test"
 )
@@ -20,6 +23,32 @@ type testPubsubClient struct {
 	conn *grpc.ClientConn
 }
 
+func (pc *testPubsubClient) NewWithAttributesInterceptor(ctx context.Context, projectID, orderingKey string) (*pubsub.Client, error) {
+	pc.srv = pstest.NewServer()
+	conn, err := grpc.Dial(pc.srv.Addr, grpc.WithTransportCredentials(insecure.NewCredentials()), grpc.WithUnaryInterceptor(customAttributesInterceptor(map[string]string{
+		"Content-Type":        "text/json",
+		"ce-dataschema":       "http://example.com/schema",
+		"ce-exbinary":         "AAECAw==",
+		"ce-exbool":           "true",
+		"ce-exint":            "42",
+		"ce-exstring":         "exstring",
+		"ce-extime":           "2020-03-21T12:34:56.78Z",
+		"ce-exurl":            "http://example.com/source",
+		"ce-id":               "full-event",
+		"ce-source":           "http://example.com/source",
+		"ce-specversion":      "1.0",
+		"ce-subject":          "topic",
+		"ce-time":             "2020-03-21T12:34:56.78Z",
+		"ce-type":             "com.example.FullEvent",
+		"Proxy-Authorization": "YWxhZGRpbjpvcGVuc2VzYW1l",
+	})))
+	if err != nil {
+		return nil, err
+	}
+	pc.conn = conn
+	return pubsub.NewClient(ctx, projectID, option.WithGRPCConn(conn))
+}
+
 func (pc *testPubsubClient) NewWithOrderInterceptor(ctx context.Context, projectID, orderingKey string) (*pubsub.Client, error) {
 	pc.srv = pstest.NewServer()
 	conn, err := grpc.Dial(pc.srv.Addr, grpc.WithInsecure(), grpc.WithUnaryInterceptor(orderingKeyInterceptor(orderingKey)))
@@ -35,6 +64,20 @@ func (pc *testPubsubClient) Close() {
 	pc.conn.Close()
 }
 
+func customAttributesInterceptor(attrs map[string]string) grpc.UnaryClientInterceptor {
+	return func(ctx context.Context, method string, req, reply interface{}, cc *grpc.ClientConn, invoker grpc.UnaryInvoker, opts ...grpc.CallOption) error {
+		if method == "/google.pubsub.v1.Publisher/Publish" {
+			pr, _ := req.(*pubsubpb.PublishRequest)
+			for _, m := range pr.Messages {
+				if !reflect.DeepEqual(m.Attributes, attrs) {
+					return fmt.Errorf("expecting Attributes %q, got %q", attrs, m.Attributes)
+				}
+			}
+		}
+		return invoker(ctx, method, req, reply, cc, opts...)
+	}
+}
+
 func orderingKeyInterceptor(orderingKey string) grpc.UnaryClientInterceptor {
 	return func(ctx context.Context, method string, req, reply interface{}, cc *grpc.ClientConn, invoker grpc.UnaryInvoker, opts ...grpc.CallOption) error {
 		if method == "/google.pubsub.v1.Publisher/Publish" {
@@ -49,6 +92,32 @@ func orderingKeyInterceptor(orderingKey string) grpc.UnaryClientInterceptor {
 	}
 }
 
+func TestPublishMessageHasCustomAttributes(t *testing.T) {
+	require := require.New(t)
+	ctx := context.Background()
+	pc := &testPubsubClient{}
+	defer pc.Close()
+
+	projectID, topicID, orderingKey := "test-project", "test-topic", "foobar"
+
+	client, err := pc.NewWithAttributesInterceptor(ctx, projectID, orderingKey)
+	require.NoError(err, "create pubsub client")
+	defer client.Close()
+
+	prot, err := New(ctx,
+		WithClient(client),
+		WithProjectID(projectID),
+		WithTopicID(topicID),
+		AllowCreateTopic(true),
+	)
+	require.NoError(err, "create protocol")
+
+	err = prot.Send(WithCustomAttributes(ctx, map[string]string{
+		"Proxy-Authorization": "YWxhZGRpbjpvcGVuc2VzYW1l",
+	}), test.FullMessage())
+	require.NoError(err)
+}
+
 func TestPublishMessageHasOrderingKey(t *testing.T) {
 	require := require.New(t)
 	ctx := context.Background()
diff --git a/protocol/pubsub/v2/write_pubsub_message.go b/protocol/pubsub/v2/write_pubsub_message.go
index 4cdb1e31..ef5e9990 100644
--- a/protocol/pubsub/v2/write_pubsub_message.go
+++ b/protocol/pubsub/v2/write_pubsub_message.go
@@ -46,7 +46,6 @@ func (b *pubsubMessagePublisher) SetStructuredEvent(ctx context.Context, f forma
 }
 
 func (b *pubsubMessagePublisher) Start(ctx context.Context) error {
-	b.Attributes = make(map[string]string)
 	return nil
 }