Win Your Election with Data-Driven Google Ads
From city council to Congress, we help candidates and campaigns reach voters, raise funds, and win elections with strategic digital advertising.
Ready to Win? Let's Talk Strategy
Inside Knowledge of Government Operations
Understanding how campaigns work from the inside
In 2017, Brett Casaccio served as an intern in Governor Doug Ducey's office in Phoenix, Arizona. This experience provided invaluable insight into how state and local governments operate at both the executive and legislative levels.
Brett Casaccio with Governor Doug Ducey, 2017
Understanding the inner workings of government—from constituent services to policy communications, from press relations to legislative affairs—gives us a unique perspective when crafting political advertising strategies. We know what messages resonate with voters because we've seen firsthand how elected officials communicate with their constituents.
Executive Branch Experience
Direct experience in the Governor's office understanding executive communications, constituent relations, and statewide messaging strategies.
Legislative Process Knowledge
Understanding of how legislation moves through the process, enabling effective issue advocacy and policy-focused campaign messaging.
Campaigns at Every Level
Whether you're running for school board or the U.S. Senate, we tailor our digital strategy to your race, district, and budget.
Local Races
City council, mayor, school board, county supervisor, and municipal elections.
- Hyper-local geographic targeting
- Community issue messaging
- Budget-conscious strategies
State Legislature
State House, State Senate, and other statewide elected positions.
- District-level voter targeting
- Policy-focused messaging
- Primary & general strategies
Gubernatorial
Governor, Lieutenant Governor, Attorney General, and statewide offices.
- Statewide reach campaigns
- Multi-channel coordination
- Rapid response capability
U.S. Congress
House of Representatives races across all 435 congressional districts.
- Congressional district targeting
- Federal compliance expertise
- Fundraising optimization
U.S. Senate
Statewide Senate campaigns with national implications and visibility.
- Statewide voter outreach
- High-volume ad management
- Competitive race strategies
PACs & Issue Advocacy
Political action committees, ballot initiatives, and issue-based campaigns.
- Issue awareness campaigns
- Ballot measure support
- Grassroots mobilization
The 4 Keyword Intent Layers Every Campaign Needs
Political Google Ads aren't about persuasion at first contact. They're about owning curiosity, intercepting research, and defining truth before opponents do. Your keyword strategy must reflect where the voter is mentally.
Brand / Name
"Who is this person?"
Goal: Control narrative
Informational
"How does this work?"
Goal: Build trust
Issue-Based
"What do they stand for?"
Goal: Persuasion
Action / Voting
"What do I do now?"
Goal: Turnout
Important: You must run all four layers. Every race uses these layers—the budget weighting changes, not the logic.
Campaign Structure Best Practices
Never Mix Campaign Types
- Brand campaign (always on)
- Issues campaign
- Voting info campaign
- Opposition campaign
- GOTV campaign (final push)
Match Type Rules
- Exact → Brand & opponent names
- Phrase → Issues & voting logistics
- Broad → Only with heavy negatives + smart bidding
Pro tip: If you don't own your brand keywords, Facebook posts, rumors, or opponents define you.
Interactive Campaign Planning Tools
Use these tools to plan your political advertising strategy and understand what results you can expect.
Campaign Budget Calculator
Recommended Budget
*Estimates based on typical political campaign performance. Actual results vary by market and competition.
Election Advertising Timeline
Exploratory Phase
Primary Focus: Name Recognition
Budget Allocation
of total campaign ad spend should be allocated to this phase
Voter Targeting Strategy
Likely Voters
Registered voters with high propensity to vote based on voting history
Recommended Tactics
Campaign Performance Simulator
Projected Monthly Results
*Projections based on typical political campaign benchmarks. Fundraising campaigns with strong messaging can exceed these estimates.
Keyword Examples by Race Type
1Brand / Name Keywords
Control your narrative. Use Exact + Phrase match only.
2Informational Keywords
Build trust. Capture undecided but engaged voters.
3Issue-Based Keywords
Persuasion. One issue = one ad group. Educate, don't attack.
4Action / Voting Keywords
Turnout. These perform shockingly well late in the race.
−Negative Keywords to Exclude
Always exclude these to avoid wasted spend.
How Keywords Change Over Time
Our Political Campaign Process
A proven framework for launching and optimizing political advertising campaigns.
Campaign Strategy Session
We analyze your race, district demographics, opponent landscape, and campaign goals to develop a customized digital advertising strategy.
Verification & Setup
Complete Google's political advertiser verification, set up tracking infrastructure, and prepare compliant ad templates.
Voter Targeting Strategy
Define geographic targeting, audience segments, and messaging strategies for different voter groups in your district.
Creative Development
Develop compelling ad copy, design display creatives, and optimize video assets for maximum voter engagement.
Launch & Optimize
Launch campaigns with continuous monitoring, A/B testing, and real-time optimization based on performance data.
Reporting & Scaling
Weekly performance reports with actionable insights, budget recommendations, and scaling strategies as election day approaches.
Frequently Asked Questions
How much should a political campaign spend on Google Ads?
Political ad budgets vary widely based on the race. Local city council races may invest $2,000-$10,000 total, state legislature races typically spend $15,000-$50,000, while congressional and gubernatorial campaigns often allocate $100,000+ to digital advertising. The key is strategic allocation based on your district size, competition, and fundraising capacity.
What types of Google Ads work best for political campaigns?
Search campaigns targeting voters researching candidates and issues perform exceptionally well. YouTube pre-roll ads are powerful for name recognition and messaging. Display campaigns with geographic and demographic targeting help reach specific voter segments. For fundraising, search campaigns targeting politically engaged audiences drive strong donation conversions.
How do I comply with Google's political advertising policies?
Google requires verification for election ads in the U.S. You must complete their verification process, include 'Paid for by' disclaimers, and ads will appear in Google's Political Advertising Transparency Report. We handle all compliance requirements and ensure your campaigns meet FEC and state disclosure regulations.
Can Google Ads help with voter targeting?
Yes, but with important limitations. Google doesn't allow micro-targeting based on political affiliation. However, you can target by geography (down to zip code), demographics, interests, and custom intent audiences. Combined with your voter file data for other channels, Google Ads provides powerful reach to your target electorate.
How quickly can political ads go live?
Once verification is complete (typically 3-5 business days for new advertisers), campaigns can launch within 24-48 hours. For time-sensitive moments like debate responses or opposition research, we can have ads live within hours. We recommend starting verification early in your campaign timeline.
Do you work with both parties?
We work with candidates and causes across the political spectrum. Our focus is on effective digital strategy, not partisan alignment. Whether you're running as a Republican, Democrat, Independent, or for a nonpartisan office, we bring the same data-driven approach to help you win.
Ready to Win Your Election?
Tell us about your campaign and we'll build a data-driven digital strategy that reaches voters and drives results.
- Free consultation call
- Custom strategy tailored to your goals
- No obligation - just actionable insights
- Response within 24 hours