In the 2025 Ontario provincial election, Premier Doug Ford’s Progressive Conservative Party secured a decisive victory, winning 80 out of 124 seats and capturing 43% of the popular vote. The election, notably held in winter, saw a 45.40% voter turnout, underscoring the significance of digital campaigning in reaching voters during less traditional election periods. Social media platforms, especially Meta (Facebook and Instagram), were flooded with ads from political parties trying to win voters’ attention. But how did the Ontario political parties spend their money, and what can we learn from their strategies? In this post, we’ll dive into the numbers, trends, and insights behind the social media ad spend during the Ontario election of 2025.
The Breakdown of Social Media Ad Spending in the 2025 Ontario Election
In total, $2.17 million was spent on Meta ads across the four main parties. Here’s how the budget stacked up:
- Ontario Liberals: $1,432,200 (66% of total spend)
- Ontario PCs: $305,500
- Ontario NDP: $271,700
- Ontario Greens: $161,900
As you can see, the Ontario Liberals were by far the biggest spenders, dedicating more than half of the total ad budget. This shows their commitment to social media as a key battleground in this election. The PC Party, on the other hand, spent considerably less but ramped up their spending toward the end of the campaign period. The NDP and Greens spent significantly less, focusing their efforts on particular areas rather than broad-based ad campaigns.
The Power of Targeting: Smart Strategies vs. Spray-and-Pray
When we look at the strategies behind these ad spends, it’s clear that targeting was the key to success. The Ontario Liberals and Ontario NDP showed more sophistication in how they used social media to reach their voters, especially in the areas where it mattered most.
Ontario PCs: Broad Reach but Low Precision
The Ontario PC Party spent a good portion of their budget early in the campaign but made a noticeable push in the second half. However, their approach seemed to follow a spray-and-pray strategy -casting a wide net across Ontario with less precise targeting. Given that they were the incumbents and voter turnout was expected to be low, their focus was noticeably on general brand awareness and consideration and less on persuasion.
Ontario Liberals: Smart Investment in Key Areas
In contrast, the Ontario Liberals spent the bulk of their funds more strategically. Instead of a broad approach, they honed in on specific areas and key postal codes where they had a strong chance of winning. By interest-based targeting and focusing on voters in regions with a history of Liberal support, they were able to better leverage their ad spend. While their efforts didn’t result in an overall victory, the Liberals did manage to increase their vote share and secure a few surprise seat pickups, demonstrating that their investments weren’t in vain.
On the eve of Election Day, the Liberals dropped $172,000 on ads in a single day, trying to push their message to undecided voters in key ridings. This high-impact push shows just how vital digital advertising was in shaping the final stretch of the campaign.
Ontario NDP: Maximizing ROI Through Efficient Spending
The Ontario NDP, despite spending far less than both the Liberals and PCs, made the most out of their budget. Their strategy was more about efficiency and focusing on core ridings where they could see the best return on investment (ROI). With consistent spending spread throughout the campaign, they built a solid presence in the areas that mattered most, pushing key messages to their target audience in high-interest postal codes.
Their strategic focus on a smaller number of ridings helped them outperform expectations, including winning nearly double the number of seats as the Ontario Liberals, despite spending a fraction of what the Liberals invested.
Ontario Greens: Consistent and Targeted Ads
The Green Party of Ontario took a similar approach to the NDP but with a slightly smaller budget. They invested in targeted, interest-based advertising to promote their message in areas where they had strong local support or hoped to make some gains (like Parry Sound Muskoka). While their overall ad spend was much lower, they maintained consistency, ensuring their ads reached the right people without overextending their budget. This is highlighted by the historic victories with grand margins that they received in Guelph and Kitchener Centre.
Areas and Ridings Focused by Ontario Liberals and Ontario NDP
During the 2025 Ontario election, both the Ontario Liberals and Ontario NDP strategically focused their digital ad spend on key ridings where they had the potential to make significant gains. The Ontario Liberals honed in on areas where they traditionally performed well or where there was a shift in voter sentiment, targeting suburban ridings and urban centres that were crucial for their seat count. Their messaging was tailored to appeal to urban voters and those in swing districts, making use of interest-based targeting in areas such as Toronto, Ottawa, and parts of the Greater Toronto Area (GTA).
The Ontario NDP, on the other hand, concentrated on strongholds in urban districts and select rural regions, where they had previously made gains. Their efforts were particularly focused in northern Ontario and Toronto ridings with a strong working-class base, leveraging their social and economic platform to resonate with voters who were impacted by issues like healthcare, education, and labour rights.
Creative Strategy and Policy Focus
Each party’s creative strategy and messaging in the 2025 Ontario election were uniquely tailored to appeal to their core voter base and address the prevailing political climate.
- The Ontario Liberals focused heavily on healthcare, particularly their plans for mental health services, an issue that resonated deeply with voters who had concerns about the state of healthcare in Ontario. They also used attack ads targeting Premier Doug Ford, aiming to portray his leadership as ineffective, especially in the face of economic challenges.
- The Ontario PCs, in contrast, emphasized their narrative of protecting Ontario from the effects of external threats, such as Trump tariffs and the global economy. This messaging played into a broader sense of economic insecurity, making it a key ballot box issue for many voters. The PCs also ran attack ads against Bonnie Crombie, portraying her leadership as divisive.
- The Ontario NDP adopted a broader approach, focusing on a variety of issues, including housing, affordable healthcare, and improving workers’ rights, while also highlighting the scandals under Ford’s leadership, such as the Greenbelt controversy and the RCMP investigation.
- The Green Party echoed some of the NDP’s messaging on healthcare and housing but placed greater emphasis on rural communities, local candidates as champions for their communities, environmental issues, as well as standing against the Ford government’s controversial policies.
What This Means for Political Campaigns Going Forward
Looking at the data, it’s clear that effective targeting – rather than broad ad spending – is the key to running strong campaigns in an increasingly digital world. The parties that focused on interest-based targeting, especially in critical areas, seemed to gain a stronger return on their ad spend.
The Ontario PCs’ broader strategy may have worked in terms of visibility, but the Liberals, NDP, and Greens demonstrated that smarter, more focused spending can often yield better results in terms of engagement and conversions. This pattern of spending isn’t just a trend – it’s the future of campaigning.
As we look ahead to future elections, expect even more sophisticated use of social media to reach voters. More than just blanket ads, political campaigns will likely continue to refine their strategies, using insights from the 2025 Ontario election to better target their digital campaigns.
Conclusion: Social Media as the New Battleground
In the 2025 Ontario election, social media proved to be an invaluable tool for reaching voters, and the ad spend strategies used by different parties highlight the importance of digital campaigning in modern elections. The Ontario PCs’ broad approach contrasts sharply with the Liberals, NDP, and Greens, who chose more precise, targeted ad campaigns.
Moving forward, these lessons in digital media will shape how campaigns operate in future elections. Whether you’re working in politics or just watching from the sidelines, it’s clear that social media is here to stay as a key player in electoral strategy.
Ready to leverage social media for your next campaign? Contact us to learn how we can help you develop a targeted, results-driven strategy.
