Spend by month, and the phrases these ads use. Ads that name no month are left out of the monthly chart.
Meta
Google
Phrases in the ads
Rhetoric phrases, with the ads that use them
Phrase
Ads
Spend
Years
transgender
2,767
$2,230,600 to $2,924,433
2019 to 2025
gender ideology
1,691
$3,430,300 to $4,294,909
2019 to 2025
biological males
998
$223,000 to $354,802
2019 to 2025
save women's sports
892
$1,390,100 to $1,749,408
2020 to 2025
parental rights
869
$376,100 to $531,631
2019 to 2025
biological men
759
$1,445,000 to $1,800,241
2019 to 2025
locker rooms
659
$492,700 to $650,241
2019 to 2025
transgenderism
649
$2,950,400 to $3,600,151
2020 to 2025
radical gender ideology
648
$1,331,700 to $1,661,652
2021 to 2025
transgender ideology
626
$1,192,500 to $1,490,074
2019 to 2025
puberty blockers
505
$307,100 to $407,995
2020 to 2025
protect women's sports
404
$166,900 to $233,796
2020 to 2025
sex change
362
$382,900 to $490,438
2020 to 2025
mutilation
331
$236,100 to $318,769
2020 to 2025
sex changes
285
$536,900 to $677,215
2020 to 2025
gender theory
247
$262,200 to $348,753
2021 to 2025
fairness in women's sports
233
$20,500 to $47,167
2020 to 2025
girls' bathrooms
212
$144,100 to $193,288
2020 to 2025
men in women's sports
190
$391,100 to $479,910
2020 to 2025
locker room
158
$95,100 to $130,642
2019 to 2025
biological boys
138
$24,700 to $42,362
2019 to 2025
castration
136
$22,200 to $38,864
2020 to 2025
men competing against women
136
$53,400 to $78,464
2022 to 2024
protect girls' sports
135
$47,100 to $64,965
2021 to 2025
biological male
130
$19,000 to $34,270
2019 to 2025
cross-sex hormones
128
$106,800 to $134,872
2020 to 2025
sex-change
126
$36,700 to $53,974
2020 to 2025
sterilization
117
$19,600 to $33,983
2020 to 2025
transgender surgeries
114
$161,300 to $208,386
2022 to 2025
they/them
101
$284,500 to $352,099
2024 to 2025
boys in girls' sports
97
$5,700 to $15,303
2021 to 2025
without parental consent
96
$8,500 to $18,804
2022 to 2025
women's bathrooms
90
$104,400 to $138,310
2020 to 2025
gender reassignment
73
$32,000 to $43,627
2020 to 2025
genital mutilation
64
$54,600 to $70,736
2020 to 2025
kamala is for they/them
64
$201,600 to $251,036
2024
sex changes for illegal aliens
63
$201,600 to $250,937
2024
taxpayer funded sex changes
63
$201,600 to $250,937
2024
trans kids
50
$4,100 to $9,450
2022 to 2025
men in girls' sports
49
$69,800 to $88,551
2021 to 2025
Political ads on Meta and Google, 2018-2025
The whole archive as charts. Every filter below applies to every chart, and the address bar keeps the view, so a link reopens it. Spend on Meta and Google is a
bracket the platform published, not an amount: bars show the top or the bottom of the brackets (your choice), and the tooltips and tables give both.
Check the coverage marks under each year before quoting a total: several years are partly or not covered.
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Spending over time
Table view
Who paid
The 15 largest advertisers under these filters. Each name
opens that advertiser's ads in the explorer.
Table view: every advertiser
Where it ran
The 15 states with the most spend. An ad that ran in
several states has its spend divided evenly among them, the same rule
as the Crosswalk; it counts once in each state's ad count.
Table view: every state
The rhetoric in the ads
Which of the seven phrase families in the search lexicon
each ad's text contains. Meta ads only: Google
creatives were found by advertiser, not by phrase, so they carry no
phrase coding. An ad that uses two families counts in both, so these
bars do not add up to the total.
Table view
Reading these charts. Everything here is aggregated from the same rows as the explorer; no chart shows a single ad. Spend is summed once per creative
(Google repeats a creative's bracket on every placement, and those repeats are left out). Ad counts are rows. Coverage marks under each year:
partial (a selected channel is partly covered, or not covered that year) not covered;
no mark means every selected channel is measured. Hover a mark for each channel's status. The 2026 figures are the few early-2026 Google ads in the archive; the
2026 tracker covers that year.