Digital Ads 101 for Small Budgets

You don't need a big ad budget to run effective digital. You need the right channels, tight creative, and consistent measurement. Here's how to make every dollar count.

Which Channels to Use

Search (Google Ads)

Capture intent: people searching your name, your opponent's name, or key issues. Best for name recognition and capturing late-deciding voters.

Facebook & Instagram

Short video + supporter quotes. Best for donor acquisition and volunteer recruitment. Hyper-target by zip code and voter registration status.

YouTube Shorts / Reels

15–30s message to locals. Low cost, high reach for name recognition.

How to Split Your Budget

$500/month

40% search, 60% social. Focus on one platform for social (Facebook if your voters are 35+, Instagram if younger).

$1,000/month

30% search, 60% social, 10% YouTube. Start testing video at this level.

Creative That Works

• Hook in first 2 seconds — say the candidate's name or lead with the issue.
• Captions always on — 85% of social video plays without sound.
• One CTA per ad: donate, sign up, OR volunteer — never all three.
• Rotate 2–3 creatives every two weeks to avoid ad fatigue.

What to Measure

• Click-through rate (CTR) — aim for 1%+ on social, 3%+ on search
• Cost per signup or donation
• Video completion rate (50%+ is strong)
• Frequency — if it's over 7, refresh your creative

Common Mistakes to Avoid

• Targeting too broadly — tighter geo + demo targeting beats reach every time on small budgets.
• Running ads to a bad landing page — the page needs to match the ad's promise.
• Never testing anything — always run 2 versions and kill the loser after 7 days.
• Spending on video production instead of media — simple phone video converts as well as studio.