Political Advertising 101: How to Run Campaign Ads

Every election season, voters are surrounded by campaign ads, from mailers in the mailbox to billboards on the highway and even clips promoted across their social feeds. All of these fall under the umbrella of political advertising, the paid messages designed to shape opinions, raise awareness, and drive people to the polls.

For candidates, especially those running outside the traditional party system, political advertising can be both an opportunity and a challenge. It’s a chance to reach new audiences and build name recognition. However, effective political advertising requires careful planning, smart spending, and a clear understanding of the rules that govern political communication.

What Is Political Advertising?

Political advertising refers to the use of communication channels, like digital, print, TV, radio, and mail, to promote or oppose candidates, parties, or issues. The goal is to influence voter behavior, whether that means raising awareness, persuading undecided voters, or turning out supporters on election day.

Unlike organic campaign visibility tactics, political advertising usually requires paid placement. That investment can pay off by expanding your reach, reinforcing your campaign message, and helping you stand out in crowded races.

Types of Political Advertising

Political advertising takes many forms. The most common channels campaigns use include:

• Digital and Social Media Ads: Platforms like Facebook, Instagram, and TikTok allow for precise targeting. Even with small budgets, digital ads can help Independent candidates build name recognition quickly.

• Television Ads: Effective for reaching broad audiences, TV ads are a powerful tool for statewide and federal races. However, they can get expensive fast. 

• Direct Mail: Mailers let you deliver customized messages right to voters’ homes.

• Outdoor Advertising: Billboards and yard signs boost visibility.

• Print Advertising: Local newspapers and newsletters can be a cost-effective way to reach community-minded voters.

• Radio Ads: Especially useful in rural areas or among audiences who rely less on digital platforms.

• Event Sponsorship and PR: Associating your campaign with local events shows community investment and builds goodwill.

Each of these channels has unique strengths, and the right mix depends on your goals, audience, and budget. Most successful campaigns use multiple types of advertising together, so voters encounter your message in more than one place and it leaves a lasting impression.

LEARN MORE: Ads are just one piece of the puzzle. Build a robust campaign outreach plan to ensure your message reaches and connects with voters. 

How to Build an Effective Political Advertising Strategy

Before you start ordering yard signs and editing video ads, you need a strategy that matches your goals, voters, and resources.

Step #1: Define Your Objectives

The first and most important step in building your advertising strategy is clarifying your objectives. Without a clear goal, even the most well-designed ad risks wasting money and time.

Start by asking yourself:

• What do I want voters to know or do after seeing my ad? For example, are you aiming for name recognition, persuasion, donations, or turnout?

• Which stage of the campaign am I in? Early campaigns often focus on visibility, mid-campaign ads highlight issues and persuasion, and late-stage ads drive voter turnout.

• How will I measure success? Metrics could include impressions for visibility, sign-ups for engagement, or conversions for fundraising.

It also helps to connect your objectives to your win number, or the number of votes you need to win your election. If you know you need 5,000 votes to win, your objectives might include reaching 20,000 voters with your message before ballots drop, converting 1,000 supporters into donors, or securing 500 RSVPs for campaign events.

Step #2: Identify Your Target Audience

Once you know your objectives, the next step is figuring out who you need to reach. Political advertising is only effective if it speaks directly to the voters who can decide your race.

Start by defining the groups of people who are most important for your campaign. Think about demographics such as:

• Age

• Gender

• Language

• Community identity

• Geographic location

• Political affiliation

• Past voting behavior 

While a school board candidate might prioritize parents with school-aged children, a city council candidate might focus on renters in a rapidly changing neighborhood. Your audience should mirror your campaign goals and message. 

Digital platforms and voter data make it easier to get precise about your audience. Campaigns can use data to identify likely supporters, frequent voters, or undecided residents who share specific interests. 

Grassroots and Independent candidates, in particular, benefit from focusing on smaller, well-defined groups rather than trying to blanket an entire district with ads. Your goal is to identify not just who you can reach, but who you must reach to win. The clearer your audience definition, the easier it is to tailor your ad messaging so it resonates.

LEARN MORE: Political digital marketing strategies can make targeting voters easier and more efficient. 

Step #3: Set a Realistic Budget

Advertising costs can range from a few dollars per day for Facebook ads to multi-million-dollar TV campaigns. Setting and sticking to a realistic budget is essential. The key is to balance ambition with sustainability. You want your ads to make an impact without draining the resources you need for fieldwork, events, or voter outreach.

When setting your budget, ask yourself:

• How much money can my campaign safely allocate to advertising without cutting into essentials like field operations or compliance?

• Which ad channels will give me the best return on investment? Digital and direct mail often stretch dollars further than television or radio.

• When are the most critical moments to spend? Ads close to ballot deadlines or election day often matter most.

It’s also helpful to think about your budget in terms of voter contact. If you know you need to reach 5,000 likely supporters, estimate how much it will cost to deliver your ads to that group multiple times.

Start small, test what works, and scale up. Spending $100 on a digital ad campaign that drives sign-ups is more valuable than spending $1,000 on TV without knowing if it resonates. 

Step #4: Choose the Right Advertising Channels

Once you know your goals, audience, and budget, the next step is deciding where to run your ads. 

Each advertising channel has strengths and weaknesses:

• Digital ads are highly targeted and cost-effective, but they require a voting population that uses social media frequently. 

• Television ads reach broad audiences but can be expensive. 

• Direct mail feels personal and tangible, but it takes a while to design, print, and mail everything, and it can get pricey. 

• Outdoor signs boost name recognition in your community, but they can get lost in the sea of competing yard signs, and it can be difficult to coordinate positioning for larger districts. 

The key is to match the channel with your objectives and your voters.

When selecting your channels, consider where your target audience spends the most time, like online, watching local TV, listening to the radio, or reading community papers. 

Many campaigns find that a mix of channels is most effective. A voter might see your name on a yard sign, receive a direct mail piece, and then notice your ad on Facebook. Together, those touchpoints create a stronger impression than any single channel could on its own.

LEARN MORE: The bigger your ad budgets, the more advertising channels you can experiment with, like running ads on Google or targeting voters on X (formerly Twitter). 

Step #5: Develop Compelling Content

No matter how big your budget or how carefully you target your ads, they won’t work without strong content. Compelling political advertising tells voters who you are, what you stand for, and why they should support you, all in just a few seconds or sentences.

Your ad content should be simple, memorable, and consistent with the rest of your campaign messaging. Think of it as an extension of your stump speech or campaign literature, not a standalone pitch. A strong ad connects emotionally, offers a clear takeaway, and includes a direct call to action.

When creating content, keep these points in mind:

• Lead with authenticity. Voters respond best to ads that feel real and personal, such as a short video of you speaking directly to the camera or a photo of you engaging with your community.

• Keep it focused. Each ad should communicate just one core idea, such as introducing yourself, highlighting an issue, or driving turnout. Don’t try to hit all three messages at the same time.

• Use strong visuals. Campaign photos, bold graphics, or short videos grab attention faster than text alone.

• Include a clear call to action. Tell voters exactly what you want them to do, whether it’s to donate, volunteer, attend an event, or vote.

• Align content with your objectives and campaign phase. Ads work best when they support your other campaign activities. For example, if your goal is turnout, pair advertising with canvassing, phone banking, and texting so that voters see your message in multiple places.

Ads don’t have to be polished to be effective. In fact, overly slick or corporate-looking ads can feel inauthentic. A simple, well-lit video filmed on a phone can sometimes outperform a professionally produced spot because it feels genuine.

LEARN MORE: Make sure your foundation is strong by creating a winning campaign message to build from. 

Step #6: Track and Measure Results

The final step in your political advertising strategy is making sure your ads are actually working. Tracking and measuring results allows you to see what’s effective, adjust your approach, and make every dollar count.

Key things to monitor include:

• Reach and Impressions: How many people are seeing your ads, and how often?

• Clicks and Engagement: Are voters clicking, liking, or sharing your content, or just scrolling past?

• Conversions: Are people taking the action you want, like donating, signing up, RSVPing, or pledging to vote?

• Cost Efficiency: How much is each result costing you compared to your budget?

Tracking is especially important for grassroots and Independent campaigns that need to stretch limited funds. If one ad delivers lots of engagement at a low cost, shift more budget there. If another ad underperforms, pause it and test a different version.

Don’t just look at the numbers in isolation. Compare your advertising results to what you’re seeing on the ground. For example, if canvassers report that voters already know your name after a round of digital ads, that’s a sign your visibility strategy is working.

LEARN MORE: Check out our free mail and media basics webinar to see how candidates can design and deliver effective ads.

Legal Considerations for Political Advertising and Communication

Every campaign must operate within a web of local, state, and federal regulations. Understanding these rules isn’t optional. You must follow these regulations to run a credible, compliant campaign.

The most important areas to know are:

Campaign Finance Laws

Campaign finance laws are overseen by the Federal Election Commission (FEC) at the federal level and by state or local election offices in down-ballot races. These rules set contribution limits, reporting requirements, and restrictions on corporate or foreign money. Even small campaigns must track every dollar raised and spent.

FCC Rules

The Federal Communications Commission (FCC) has rules for broadcast ads on television and the radio. Stations are required to offer equal time to candidates for the same office, charge the lowest unit rate during election periods, and ensure every ad includes a sponsorship disclaimer, such as “Paid for by Friends of Jane Doe.” Local candidates who rely on radio or community TV should pay particular attention to these requirements.

Truth-In-Advertising Standards

Truth-in-advertising standards are another factor. While political speech is broadly protected by the First Amendment, some states may prohibit knowingly false or misleading claims. Platforms like Facebook and Google also add their own rules, requiring candidate verification and clear “paid for by” disclaimers before ads can run.

Coordination Restrictions 

Coordination restrictions limit how much interaction campaigns can have with outside groups like PACs or Super PACs. Even informal discussions about ad strategy can cross the line. If a group is making “independent expenditures,” they must truly be independent.

Always consult both the FEC and your state’s election authority before running ads and double-check with local election officials if you’re running in a city or county race.

Common Political Advertising Mistakes to Avoid

Even well-planned campaigns can stumble when it comes to political advertising. Avoiding the most common mistakes will save you time, money, and credibility with voters.

Some common pitfalls campaigns run into include:

• Spending too much too soon. Launching an expensive ad blitz without testing your message can drain your budget before you know what works. Start small, measure results, and scale up.

• Using generic or stock visuals. Ads that rely on generic images feel impersonal. Voters respond better to authentic photos and videos of you, your volunteers, and your community.

• Overloading the message. An ad that tries to introduce you, cover multiple issues, and drive donations all at once will confuse voters. Each ad should focus on one clear idea.

• Forgetting a call to action. A campaign ad without a “next step” is just noise. Always make it clear whether you want people to donate, sign up, attend an event, or vote.

• Targeting too broadly or too narrowly. Ads that reach people outside your district waste money, while ads that are overly restricted may miss potential supporters. Strike a balance.

• Ignoring compliance requirements. Skipping disclaimers or failing to follow FCC and FEC rules can lead to rejections, fines, or legal trouble. Always include “Paid for by…” statements and confirm you’re following platform and legal requirements.

• Sticking with underperforming ads. If an ad isn’t working, don’t keep running it out of habit. Use performance data to pause weak ads and reinvest in the ones that deliver.

Think of every ad as part of an ongoing conversation with voters. If your ads feel repetitive, irrelevant, or disconnected from your on-the-ground campaign, it’s time to adjust.

LEARN MORE: Want to see what works? Check out some great yard sign examples to get inspiration for your campaign. 

Smarter Advertising, Stronger Campaigns

Political advertising can feel overwhelming, but when done right, it amplifies your message and strengthens your connection with voters. By pairing ads with grassroots outreach, tracking performance, and staying compliant with the rules, you can make every dollar count.

At GoodParty.org, we believe Independent and nonpartisan candidates deserve access to the same powerful tools as big-money campaigns. Our free and low-cost tools empower Independent candidates to target voters with precision, craft persuasive content, and create posts from winning templates.

Photo by Griffin Taylor on Unsplash