16 Facebook Political Ad Examples

Looking for inspiration for your Facebook political ads? These Facebook examples are a great place to start.

Ready to start running political ads on Facebook? There’s two things you need first:

  1. First, you’ll need to get your Facebook account approved to run political ads with a Facebook disclaimer. This is a somewhat complicated procedure, but we outline it for you step by step in our blog post, How to Run Political Ads on Facebook.

  2. You will also need either a graphic designer or design software. If you don’t have a significant budget for a designer or design software, you can get everything you need to create your ads from one of our Political Campaign Digital Ad Toolkits. Our toolkits are the fastest, easiest, and cheapest way to get ads that match your campaign branding. They are easily-customizable and can be repurposed and re-used however you like.

Persuasion Ads

Communicating with the Undecided


Persuasion ads are ads targeted towards undecided, independent, or non-committed voters. The goal of a persuasion ad is to teach the voter something that you believe will get them on your candidate’s side.

A major flaw of many persuasion ads is that their message speaks to voters as if they are already familiar with the candidates or party-aligned vocabulary. In reality, undecided voters are consistently less involved in and informed about politics than the rest of the electorate. Messages that rally the base or excite frequent voters are great for organic content and fundraising – but don’t waste your ad dollars on voters you’ve already won.

With persuasion ads, the most effective messages are eye-catching, simple, and emotional. Eye-catching and simple, because undecided voters are NOT likely to devote many seconds to reading a political ad unless it draws them in. Emotional, because undecided voters are more likely to be interested in an emotional or passionate message than one that uses political jargon.

Here are a few ads that do persuasion well – through both design and message.


Ad 1: (Issue-based) Let’s Lower Gas Prices

There are several reasons why this ad works: First, the contrast and red color of this ad is immediately eye-catching. The design is simple and clear. The message is emotional and persuasive. Mike Thoms has associated himself with lower gas prices – an issue that non-political and undecided voters are almost sure to care about. It also speaks to the voter using “we’s” and “let’s,” which conveys a sense of togetherness and teamwork.



Ad 2: (Issue-based) Benefit our Small Businesses

Non-politically charged messaging – Small businesses are something everyone can get behind. One downside of this kind of messaging is it may not be quite emotional enough to persuade a non-committed voter to actually go and vote.
The image shows the candidate actively speaking with a small business owner, which conveys him as an active member of the community, rather than a politician.

Ad 3: (Issue-based) Act on Homelessness

  1. These graphics are instantly eye-catching with bright color and highlighting. It’s enough to make a non-politically interested person stop and read.

  2. “Homeless people are suffering and dying on our streets” is a pretty emotional message. If someone cares about the homeless, they will likely see this candidate in a positive light.

  3. The message is simple and they keep it short, so undecided voters are more likely to remember what you’re telling them.

Ad 4: (Face to Camera Video) “4 Reasons Why”

Face-to-camera ads take advantage of a new and very popular trend – candid video. Interest users are learning to see high production value commercials as disingenuous and manipulative. In contrast, videos that look like they’ve been filmed on a mobile phone by the candidate can come across as personable and real. The key is to still keep the video high-quality (with good lighting and high-quality sound) AND to keep the message as short and simple as possible.

Ad 5: (Face to Camera Video) “I’m Just Like You”

This ad also takes advantage of the face-to-camera format with an additional key element: Storytelling. This candidate uses this short video to tell voters who she is and why she’s running for office. It’s the same sort of message you might tell an undecided voter at the door. It’s effective because it reminds voters that you are a person just like them – not a politician. This is key when persuading undecided voters.

Ad 6: (Face to Camera Video) “Politics Sucks”

Undecided voters are essentially united in their distaste for politics, but this distaste can also, ironically, motivate them to choose your candidate. Using “outsider” or “anti-establishment” language is very effective at convincing voters that your candidate is worth their vote. Lucas Kunce does a great job of this in this ad where we tells voters that he doesn’t take money from pharma, unlike “politicians of BOTH parties.”

Ad 7: “What’s Your Opinion?”

One of the most simple ways to convey to the undecided voter that you care about them is to ask them their opinion. It tells the voter, “This candidate is willing to spend their advertising dollars to hear what I think” That’s a pretty persuasive message, and I think Helen Tran does that very well in this simple and colorful mayoral Facebook ad.

Ad 8: Simple Biography

Biography ads are persuasive when they are short and stick to the most important points. This ad is probably the maximum recommended words, as 80% or more of users will not read the whole thing. Here’s what this ad does well:

  1. Politics and voting takes a back seat to Jenn’s life and her accomplishments and passions. Nowhere does it say “Jenn is running for office because…”. It conveys Jenn as a successful and devoted member of the community rather than a political wannabe.

  2. The text on the image is simple and short and accompanied by a high quality photo of the candidate.

  3. Jenn’s team found a creative way to include other photos without overcrowding the ad.

Endorsement Ads

Communicating Credibility

Endorsement ads can be very useful in establishing credibility with party-line voters and depending on the endorsement, persuading voters. They are particularly useful for primary elections, but may also turn out general election voters that are motivated by the endorser. Candidates may run endorsement ads during newsworthy periods, for example, Planned Parenthood or Pro-life endorsements after the Dobbs decision. Candidates may also utilize endorsements from well-known members of the community in order to increase their own name recognition.


Ad 9: Newspaper Endorsement

This ad demonstrates credibility by using the language from the endorsement directly. This campaign is letting the endorsement do the talking, rather than telling voters what they should think. The candidate’s name is front and center and repeated throughout the ad.
The image of the candidate is clear and contrasts well with the background.

Ad 10: Organization Endorsement

An organization endorsement ad is useful when it is targeted specifically towards the type of voter that may care about that organization. On Facebook, it’s easy to exclusively target nurses and healthcare workers with an ad like this. This ad does a great job of communicating that Morgan Abraham is THE candidate for these causes by keeping the message short and simple.

Ad 11: Group Endorsement

Group endorsement ads are informal endorsements that let voters know you are the chosen candidate for their particular faction or identity. Ads that claim you are the chosen candidate for “X” faction (mothers, small business owners, teachers, healthcare workers) can be very memorable if the message is short and provides some sort of evidence. These ads are particularly successful when targeted to the audience mentioned in the ad.

Turnout Ads

Communicating with the Infrequent Voter

Turnout ads should start running during early voting periods or around three weeks before Election Day. The goal is to inform the voter of how to vote, when to vote, where to vote, or why to vote, (but not all of these points at once!) Keep the message as simple and clear as possible.

  1. Some voters may genuinely believe that their vote doesn’t matter. These voters need to know that an election is close or that their vote could make a real difference.
  2. Some voters may not have given any thought to voting this year and aren’t familiar with the dates or requirements. These voters need a short and simple reminder.
  3. And still,other voters may believe that voting is inconvenient and not worth the hassle. These voters need to hear about requesting an absentee ballot or voting early.

Effective voter turnout ads treat each kind of infrequent voter differently, tailoring individual ads to ONE core turnout message.


Ad 12: Absentee Ballot

If the goal of an ad is to get voters to request or return their mail-in ballot, then make that message the most prominent copy on the ad. Many voter turnout ads make the mistake of trying to tell the reader too many things at once. Remember, if they want more paragraphs of information about you, they’ll go to your website or Facebook page. This ad does a great job of putting the mail-in ballot front in center.

Ad 13: Early Vote

This ad would look great with a candidate’s image, but it’s an excellent example of how to push the convenience of voting with a short, clear message. In this example, one simple takeaway will stick in a users mind: I can vote anytime I want.

Large font, bright colors, and highlighted text are key to memorable voter turnout ads.

Ad 14: Election Dates

Each campaign should offer voters an election dates resource through direct mail, organic social media, or ads. Many campaigns share their county elections website link, but creating a graphic like this makes it easier for voters to remember the dates or screenshot them for later. Browse our voter turnout graphics for pre-made Election Date Resource graphics.

Ad 15: Location-Imagery

If you have less than 3 seconds to grab an infrequent voter’s attention, location-based imagery is one of the best ways to grab it. Ads with location-based imagery consistently have higher click-through rates than ads with district names only because these ads communicate immediately to the voter that this ad is intended for them. There are many ways to use location-based imagery, including state outlines, school district colors, and photos of well-known local spots.

Ad 16: Election Day

For one final push to the polls, schedule “Tomorrow is Election Day” and “Today is Election Day” ads and run them throughout your district. These ads can be very simple and targeted towards voters that are already likely to vote your party. The ads are for the voter that wants to vote for you, but hasn’t prioritized Election Day on their calendar. Keep it simple and don’t try to combine this ad with too much persuasion.

Hannah Richards

DIGITAL STRATEGIST

Hannah (Bree) is a full-time political strategist from the battleground state of Ohio. She built this website during the COVID-19 pandemic while living with her two pet rats, because she didn’t have anything better to do. But also, because she believes it could be genuinely useful to a few folks that find it. If you’re one of them, you can connect with her at hannah@campaigntoolkits.com.

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