Local campaigns have a hard job: introduce a candidate to voters who barely know the office exists, on a limited budget, in a short window. Digital advertising can help because you can reach specific areas and measure what is working. Here is a starter plan, followed by the compliance basics every campaign should take seriously.
Important: political advertising rules vary by platform, state, and race, and they change. Check current platform policies and the rules from your election authority and legal counsel before you run anything.
1. Start with a clear message and goal
Before spending a dollar, decide:
- Who is your audience? Which precincts, neighborhoods, and voter groups matter?
- What is your core message? Two or three points voters will remember, in plain language.
- What is the goal of each phase? Name recognition, persuasion, fundraising, volunteer sign-ups, or turnout.
Different goals call for different ads and landing pages.
2. Build a simple campaign website
Your website is where voters go to check you out. Keep it focused:
- A short biography and photo
- Your top priorities, written clearly
- A way to donate, volunteer, or request a yard sign
- Events and contact information
- Required disclaimers and disclosures, as applicable
Make sure it loads fast on a phone. Our web design and development approach emphasizes simple, mobile-first sites.
3. Use social ads to reach voters
Facebook and Instagram let you reach people by geography and other available targeting. Political ads on major platforms often require identity verification and disclosure labels, and some targeting options are restricted. Good uses include:
- Introducing the candidate with a short video
- Promoting events and sign-up drives
- Retargeting people who visited your site
- Encouraging early voting and turnout
Test different messages and watch which ones get responses.
4. Use search ads to capture questions
Voters search for candidate names, issues, and voting information. Search ads can put your campaign in front of people looking for information about the race. Make sure ad copy is accurate, includes required disclosures, and sends people to a helpful page.
5. Build your lists
Email and text lists are among a campaign's most valuable assets. Use ads and the website to collect sign-ups, then follow up with updates, volunteer opportunities, and reminders. Follow consent and messaging rules.
6. Plan the timeline
A simple structure:
- Early: build the website, branding, and lists, and introduce the candidate
- Middle: run persuasion and issue content, grow your list, and raise funds
- Final weeks: shift to turnout, early voting information, and reminders
Remember that ad approvals can take time, so leave room in your schedule.
7. Measure and adjust
Track clicks, sign-ups, donations, and event attendance, and compare messages. Voting is not measurable the same way as a sale, but engagement and list growth show you what is resonating. Stop what is not working and move budget to what is.
Compliance checklist
- Include required disclaimers on ads, emails, and your website
- Complete any advertiser verification that platforms require
- Keep records of ad copy, dates, and spending
- Confirm who pays for each ad and how it is reported
- Check the rules on text messaging, email, and donations
- Do not make claims you cannot support
- Have counsel review your materials
Frequently asked questions
It depends on the race, the size of the district, and your budget. Start with clear goals and a modest test, then adjust.
Rarely. Most campaigns combine digital with mail, events, and direct voter contact.
You can, but a website gives voters a place to learn, donate, and sign up.
What to do next
If you are running for local office and want help with a campaign website and digital ads, book a free strategy call. You can also read about our approach to political advertising.
Want to check your own numbers? Our free ROAS Calculator shows whether your ads are paying for themselves.
