Join the DHS Center for Countering Human Trafficking and Licensed Professional Counselor Hannah Counter for a foundational webinar examining the ways human trafficking extends beyond physical force, and the tactics traffickers use to manipulate victims through trauma. This session will explore the impact traumatic experiences can have on a victim’s thoughts, behavior, decision-making, and ability to seek help. Join the DHS Center for Countering Human Trafficking and Licensed Professional Counselor Hannah Counter for a foundational webinar examining the ways human trafficking extends beyond physical force, and the tactics traffickers use to manipulate victims through trauma. This session will explore the impact traumatic experiences can have on a victim’s thoughts, behavior, decision-making, and ability to seek help. Join the DHS Center for Countering Human Trafficking and Licensed Professional Counselor Hannah Counter for a foundational webinar examining the ways human trafficking extends beyond physical force, and the tactics traffickers use to manipulate victims through trauma. This session will explore the impact traumatic experiences can have on a victim’s thoughts, behavior, decision-making, and ability to seek help.
Political ads · federal government
Ads paid for by the federal government
Advertising bought by federal agencies with public money, from four public records that each show a different part: the ads' words (Meta's Ad Library, the agencies' YouTube channels), what each ad cost (Meta, and Google's political-ads data) and the contracts that paid for the campaigns (USAspending.gov). No record links all three for one ad, so they are shown side by side. A contract is never divided among ads.
Show only ads that name President Trump. Google publishes no text or video for its ads, so its rows are never filtered.
Department of Homeland Security
- Facebook & Instagram
- U.S. Department of Homeland Security Blue Campaign page: 878 ads, $910,100–1,183,422 spent, 2025-01-24 to 2026-09-25
- Facebook & Instagram
- Department of Homeland Security page: 56 ads, $3,145,000–3,811,944 spent, 2025-03-06 to 2026-02-23 · 31 name Trump
- Google & YouTube
- 85 ads, $4,906,500–5,780,000 spent, 2025-03-06 to 2026-02-22
- Named ad firm
- SAFE AMERICA MEDIA LLC: $142.8M obligated, 3 awards — what each was for is in the table below
- Other advertising
- Other advertising contracts: $245.5M obligated across 16 awards (recruiting, public notices and other campaigns, listed below)
Spend figures are the platforms' own ranges, added up. Contract figures are what the agency committed to pay; how much went to these particular ads is not public.
The contracts
| Award | Firm | What for | Obligated | Paid so far | From |
|---|---|---|---|---|---|
| 70B06C26F00001127 | MARCOM GROUP, INC | THIS TASK ORDER IS FOR MARKETING & ADVERTISING SERVICES FOR RECRUITMENT OF CBP LAW ENFORCEMENT OFFICERS. | $86.1M | — | 2026-09-26 |
| 70B06C25F00000764 | MARCOM GROUP, INC | THIS TASK ORDER IS FOR MARKETING AND ADVERTISING RECRUITMENT SERVICES FOR LAW ENFORCEMENT OFFICER PERSONNEL FOR CBP'S OFFICE OF HUMAN... | $86.1M | $61.6M | 2025-09-26 |
| 70RDA225FR0000034 | SAFE AMERICA MEDIA LLC | NATIONAL EMERGENCY AT THE SOUTHERN BORDER: NEW TASK ORDER FOUR FOR FOLLOW-ON STRONGER BORDERS, STRONGER AMERICA DOMESTIC CAMPAIGN SUPPORT | $65.0M | — | 2025-08-22 |
| 70RDA225FR0000009 | SAFE AMERICA MEDIA LLC | NATIONAL EMERGENCY AT THE SOUTHERN BORDER: TASK ORDER 1 FOR STRONGER BORDERS, STRONGER AMERICA CAMPAIGN ADVERTISING AND MEDIA SUPPORT SERVICES | $62.8M | — | 2025-02-19 |
| 70B06C26F00001137 | LMD AGENCY, INC. | NATIONAL MEDIA CAMPAIGN | $20.0M | — | 2026-09-20 |
| 70CMSW25FR0000082 | SAFE AMERICA MEDIA LLC | THIS AWARD PROCURES MEDIA DISSEMINATION BUYS/AD PLACEMENT SUPPORT SERVICES FOR IMMIGRATION AND CUSTOMS ENFORCEMENT RECRUITMENT CAMPAIGN... | $15.0M | $15.0M | 2025-08-15 |
| 70US0925C70093625 | ADVANCED BUSINESS SOFTWARE CONSULTING, LLC | PROVIDE SERVICES FOR THE NATIONAL RECRUITMENT AND ADVERTISING CAMPAIGN | $13.4M | $12.0M | 2025-08-01 |
| 70Z02326FCGRC0004 | LMD AGENCY, INC. | PROVIDE MARKETING AND ADVERTISING SUPPORT SERVICES FOR CG ASC WITH A PERIOD OF PERFORMANCE 20 MAY 2026 - 26 SEPTEMBER 2026. | $12.9M | $3.5M | 2026-05-20 |
| 70US0926C70094958 | ADVANCED BUSINESS SOFTWARE CONSULTING, LLC | NRAC INTERMITTENT CONTRACT | $10.7M | — | 2026-08-07 |
| 70Z02326FCGRC0007 | LMD AGENCY, INC. | TO PROVIDE MARKETING AND ADVERTISING SUPPORT SERVICES FOR CG ASC DURING THE PERIOD OF PERFORMANCE 27 SEPTEMBER 2026 - 31 JANUARY 2027. | $5.8M | — | 2026-09-27 |
| 70Z02326FCGRC0008 | INDUSTRIES FOR THE BLIND AND VISUALLY IMPAIRED, INC. | TO PROVIDE PROMOTIONAL INCENTIVE ITEMS DURING THE OPTION PERIOD ONE PERIOD OF PERFORMANCE 28 SEPTEMBER 2025 - 27 SEPTEMBER 2026. | $2.8M | — | 2026-09-22 |
| 70RCSJ25FR0000052 | LMD AGENCY, INC. | STRATEGIC COMMUNICATIONS & SUPPORT SERVICES. | $2.7M | $2.6M | 2025-09-30 |
| 70Z02325FCGRC0004 | LMD AGENCY, INC. | TO PROVIDE MARKETING AND ADVERTISING SUPPORT SERVICES FOR CGRC. | $1.6M | $1.6M | 2025-09-30 |
| 70Z02326FCGRC0001 | INDUSTRIES FOR THE BLIND AND VISUALLY IMPAIRED, INC. | TO ORDER ADDITIONAL PROMOTIONAL ITEMS FOR CGASC (FORMERLY CGRC) DURING THE OPTION PERIOD ONE PERIOD OF PERFORMANCE ENDING 27 SEPTEMBER 2026. | $1.2M | $754K | 2025-12-12 |
| 70Z02325F09220002 | LMD AGENCY, INC. | THE PURPOSE OF THIS TASK ORDER IS TO PURCHASE BRANDING MANAGEMENT SERVICES TO SUPPORT COAST GUARD'S RECRUITMENT INITIATIVES FOR ONE YEAR... | $1.2M | $671K | 2025-09-30 |
| 70RCSJ26FR0000043 | ADZ ETC INC | THE PURPOSE OF THIS AWARD IS TO PROVIDE RECRUITMENT PLATFORM SERVICES TO CISA. | $438K | — | 2026-09-25 |
| 70Z02325FCGRC0007 | INDUSTRIES FOR THE BLIND AND VISUALLY IMPAIRED, INC. | STORAGE FEE NTE $6,000.00 PER MONTH FOR CGRC | $356K | $291K | 2025-09-28 |
| 70B03C25P00000672 | MARCOM GROUP, INC | PURCHASE OF IRT KITS | $159K | $159K | 2025-09-29 |
| 70Z02326FCGRC0002 | LMD AGENCY, INC. | 2026 NJCAA SWIM AND DIVE CHAMPIONSHIPS | $100K | $84K | 2026-01-23 |
On Facebook and Instagram
The ad's text as Meta records it. For a video ad that is only the caption: Meta does not publish the audio.
A new school year brings new routines—and sometimes new dangers that start with a simple request.
Key federal law enforcement tools to protect trafficking victims and support effective investigations. Register today for this free online webinar. The Center for Countering Human Trafficking and U.S. Citizenship and Immigration Services invite law enforcement and public safety leaders to a complimentary webinar focused on advancing your agency's response to human trafficking. The Center for Countering Human Trafficking and U.S. Citizenship and Immigration Services invite law enforcement and public safety leaders to a complimentary webinar focused on advancing your agency's response to human trafficking. The Center for Countering Human Trafficking and U.S. Citizenship and Immigration Services invite law enforcement and public safety leaders to a complimentary webinar focused on advancing your agency's response to human trafficking. The Center for Countering Human Trafficking and U.S. Citizenship and Immigration Services invite law enforcement and public safety leaders to a complimentary webinar focused on advancing your agency's response to human trafficking. The Center for Countering Human Trafficking and U.S. Citizenship and Immigration Services invite law enforcement and public safety leaders to a complimentary webinar focused on advancing your agency's response to human trafficking.
Some lives are filled with promise. Others are stolen by traffickers. Learn the facts and how to spot the signs. Some lives are filled with promise. Others are stolen by traffickers. Learn the facts and how to spot the signs. Some lives are filled with promise. Others are stolen by traffickers. Learn the facts and how to spot the signs.
Some lives are filled with promise. Others are stolen by traffickers. Learn the facts and how to spot the signs. Some lives are filled with promise. Others are stolen by traffickers. Learn the facts and how to spot the signs.
Some lives are filled with promise. Others are stolen by traffickers. Learn the facts and how to spot the signs.
Trafficking doesn’t always look the way you expect. Learn the signs and take action in your community.
Growing up should be a kid’s only job. Growing up should be a kid’s only job.
Children migrating alone to the U.S. may face exploitation, abuse, and trafficking. Explore safer, legal options. Children migrating alone to the U.S. may face exploitation, abuse, and trafficking. Explore safer, legal options. Children migrating alone to the U.S. may face exploitation, abuse, and trafficking. Explore safer, legal options. Children migrating alone to the U.S. may face exploitation, abuse, and trafficking. Explore safer, legal options.
Children migrating alone to the U.S. may face exploitation, abuse, and trafficking. Explore safer, legal options. Children migrating alone to the U.S. may face exploitation, abuse, and trafficking. Explore safer, legal options.
Growing up should be a kid’s only job. Growing up should be a kid’s only job. Growing up should be a kid’s only job. Growing up should be a kid’s only job.
Join the DHS Blue Campaign for a free webinar focused on recognizing and responding to indicators of human trafficking within the transportation industry. Join the DHS Blue Campaign for a free webinar focused on recognizing and responding to indicators of human trafficking within the transportation industry. Join the DHS Blue Campaign for a free webinar focused on recognizing and responding to indicators of human trafficking within the transportation industry. Join the DHS Blue Campaign for a free webinar focused on recognizing and responding to indicators of human trafficking within the transportation industry. The DHS Blue Campaign is hosting a free webinar for transportation professionals on recognizing and responding to human trafficking.
Break the silence. Learn the facts about human trafficking and start the conversation.
Break the silence. Learn the facts about human trafficking and start the conversation. Break the silence. Learn the facts about human trafficking and start the conversation. Break the silence. Learn the facts about human trafficking and start the conversation.
Break the silence. Learn the facts about human trafficking and start the conversation. Break the silence. Learn the facts about human trafficking and start the conversation.
Learn to recognize the signs of human trafficking by visiting www.dhs.gov/blue-campaign to learn more.
Human trafficking can start with a simple request. Stay alert and informed.
You don’t have to be a parent to help protect kids from human trafficking. Learn the signs, know what to do. You don’t have to be a parent to help protect kids from human trafficking. Learn the signs, know what to do.
You don’t have to be a parent to help protect kids from human trafficking. Learn the signs, know what to do. You don’t have to be a parent to help protect kids from human trafficking. Learn the signs, know what to do. You don’t have to be a parent to help protect kids from human trafficking. Learn the signs, know what to do.
You can help end human trafficking. Take on the challenge by spending 15 minutes learning what you can do to respond.
As a sponsor, you're helping to give a child a chance at a promising future.
Children migrating alone to the U.S. may face exploitation, abuse, and trafficking. Explore safer, legal options.
Do you know what your kids are doing online? Protect them from real-life dangers. Let us help you start the conversation. Do you know what your kids are doing online? Protect them from real-life dangers. Let us help you start the conversation.
We’re online - and traffickers are too. Not everyone’s a friend. Talk to your parents about trafficking and online safety. We’re online - and traffickers are too. Not everyone’s a friend. Talk to your parents about trafficking and online safety. We’re online - and traffickers are too. Not everyone’s a friend. Talk to your parents about trafficking and online safety.
Kids ages 8 - 12 may be online a quarter of the day. You’re the best person to teach safety and spot risks. Kids ages 8 - 12 may be online a quarter of the day. You’re the best person to teach safety and spot risks. Kids ages 8 - 12 may be online a quarter of the day. You’re the best person to teach safety and spot risks.
Online can be fun - until it’s not. Kids may miss red flags. Talk about risks and staying safe online. Online can be fun - until it’s not. Kids may miss red flags. Talk about risks and staying safe online.
Original (Spanish)
DHS usa la aplicación CBP Home para incentivar la autosalida voluntaria de extranjeros ilegales en Estados Unidos.
DHS usa la aplicación CBP Home para incentivar la autosalida voluntaria de extranjeros ilegales en Estados Unidos.
English translation — literal, machine-made. The analysis below is of this translation.
DHS uses the CBP Home application to incentivize the voluntary self-departure of illegal aliens in the United States. DHS uses the CBP Home application to incentivize the voluntary self-departure of illegal aliens in the United States.
Know how to spot the warning signs to keep yourself and others safe from human trafficking.
Discover the truth behind human trafficking and how you can keep yourself and others safe.
Understand the key indicators of human trafficking and how you can help.
You can keep yourself and your loved ones safe from human trafficking. Take action today.
Original (Spanish)
Un mensaje del presidente Trump
English translation — literal, machine-made. The analysis below is of this translation.
A message from President Trump
This ad ran without a required disclaimer.
Blue Campaign will be hosting an Anti-Human Trafficking Resource and Learning Expo at the Port of New Orleans. Let’s come together on February 3-4 to raise awareness about #HumanTrafficking in our communities, provide resources, and educate on intervention and survivor support. RSVP here: https://www.eventbrite.com/e/anti-human-trafficking-resource-and-learning-expo-tickets-1082412778759?aff=oddtdtcreator
We need your help with #TacklingTrafficking. Learn how to recognize and report this crime with Blue Campaign’s free online resources.
Debunk the myths: Get involved in #TacklingTrafficking by learning the facts about human trafficking.
Human trafficking is often a crime hidden in plain sight – don’t hesitate to speak up when you suspect foul play. Learn the signs so you are prepared to recognize and report. #TacklingTrafficking
Traffickers can reach victims anywhere. Help educate your community about the signs of human trafficking. Take a free training today and share what you learned. #TacklingTrafficking
On the agency's YouTube channel
Videos the agency posted whose view counts stand far above the rest of its channel. Transcripts are auto-generated.
Know the signs of human trafficking.
- A new school year brings new routines and sometimes new dangers. - Look. - New acquaintances might get to know someone just enough. - What's this? - To make a request. - Tyler invited me to his cousin's beach house. - That places victims in unfamiliar situations. - Tyler's cute, but you just met him. - Whatever. He goes to our school. - Your parents won't say yes. - Please.
7,071,884 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
Learn to spot the signs. (Child Video - Horizontal)
Trains everyday to endure the pain Some families raise athletes. Others traffic their own children. Help break the silence of human trafficking. Blue Campaign. bluecampaign.gov/WorldCup
3,073,753 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
Learn to spot the signs. (Woman Video - Horizontal)
Always shows up no matter the hurt. Some women get flowers. Others get trafficked by their partners. Help break the silence of human trafficking. Blue Campaign. bluecampaign.gov/WorldCup
2,158,829 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
Take the Pledge2Protect with Mak Whitham
Hey, I’m Mak Whitham! As a teenager and professional athlete, I know how important it is to feel safe and supported, both on the soccer field and when I'm online. That's why I'm proud to be an ambassador for the Know2Protect® campaign and its signed partner, the National Police Athletic League. Know2Protect’s mission is to protect kids and teens like us from being exploited online. The internet should be a safe place where we can learn, connect, and have fun— without fear. But too many kids and teens face real dangers online. We can change that together and get this— It's super easy. Visit know2protect.gov today to take the Pledge2Protect. Once you do, share it online and in real life with your friends, classmates, family members, and others in your community. Let's have each other's backs and make the internet a safer place for all of us one click at a time. Don't delay. Take the pledge. Pass the pledge today.
4,340,045 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Bandwagon Appeal: The phrase 'let's have each other's backs' and 'for all of us' implies a collective movement that the reader should join, creating social pressure to conform — for example: 'all of us one click at a time'
False Urgency: The imperative 'Don't delay. Take the pledge.' creates artificial time pressure to prevent careful deliberation about the action being requested — for example: 'Don't delay'
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
Pledge2Protect – The Official Nationwide Call-to-Action of the Know2Protect® Campaign
I took the Pledge2Protect to stand up. To be a guardian. And now it's your turn. Take the Pledge2Protect: Your pledge is a commitment to help protect kids and teens from online child sexual exploitation and abuse, receive age-appropriate resources, and share what you learn with others by passing the Pledge2Protect. Visit know2protect.gov to learn more. Every parent, every mentor, every trusted adult; calling all kids and teens. Take the pledge, pass the pledge. Together, we can stop online child exploitation. Take the Pledge2Protect today.
38,446,566 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Glittering Generalities: The phrase 'stand up' is vague and emotionally positive, invoking noble action without specifying what that action entails — for example: stand up and guardian.
Bandwagon Appeal: The phrase 'now it's your turn' implies others have already joined and pressures the reader to conform by following the crowd — for example: 'And now it's your turn'
False Urgency: The phrasing 'now it's your turn' creates a sense of immediacy and pressure to act without delay — for example: 'And now it's your turn'
Repetition: The word 'pledge' is repeated twice in a short imperative sentence to reinforce the call to action through familiarity — for example: 'Take the pledge, pass the pledge'
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
US Department of Homeland Security Spanish Warning Int TV: 30
I'm Kristi Noem, the United States Secretary of Homeland Security. Thank you, President Donald J. Trump, for securing our border and putting America first. Now, let me deliver a clear message from President Trump to the world. If you are a criminal alien considering entering America illegally, don't even think about it. If you come here and you break our laws, we will hunt you down. Criminals are not welcome in the United States. President Trump is keeping his promise to make America safe
51,552,516 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Glittering Generalities: The phrase 'putting America first' is a vague, emotionally positive slogan that sounds patriotic but carries no specific policy meaning — for example: putting America first
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts. — for example: criminal alien and hunt you down.
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments.
Appeal to Fear: The warning 'don't even think about it' is designed to create fear and anxiety as a deterrent, implying severe consequences — for example: don't even think about it and we will hunt you down.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
US Department of Homeland Security Spanish Warning Int TV: 60
I'm Kristi Noem, the United States Secretary of Homeland Security. Thank you, President Donald J. Trump, for securing our border and putting America first. Let me deliver a message from President Trump to the world. If you are considering entering America illegally, don't even think about it. Let me be clear. If you come to our country and you break our laws, we will hunt you down. Criminals are not welcome in the United States. For too long, weak leadership has left our borders wide open, flooding our communities with drugs, human trafficking, and violent criminals. Well, those days are over. Under President Trump, we are defending American families and restoring their safety. If you try to enter illegally, you will be caught. You will be removed, and you will never return. Follow the law, and you'll find opportunity. If you break it, you'll find consequences. Strong borders mean a stronger America.
8,204,780 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Glittering Generalities: The phrase 'putting America first' is a vague, emotionally positive slogan that sounds patriotic but carries no specific policy meaning — for example: 'putting America first'
Appeal to Fear: The threat of being 'hunted down' creates fear and anxiety to deter and provoke an emotional response — for example: we will hunt you down and flooding our communities with drugs, human trafficking, and violent criminals.
Loaded Language: The phrase 'hunt you down' uses aggressive, emotionally charged language designed to trigger a visceral reaction rather than convey a measured legal consequence — for example: hunt you down and flooding our communities with drugs, human trafficking, and violent criminals.
Appeal to Prejudice: The blanket statement reinforces an in-group/out-group dynamic by categorically excluding a broad class of people from national belonging — for example: 'Criminals are not welcome in the United States'
Name Calling: The label 'weak leadership' is used as a derogatory attack on political opponents rather than a substantive policy critique — for example: 'weak leadership has left our borders wide open'
Scapegoating: Immigrants who cross the border are collectively blamed for complex social problems including drug crises and violent crime — for example: 'flooding our communities with drugs, human trafficking, and violent criminals'
Exaggeration/Hyperbole: The claim that borders have been left 'wide open' is an extreme overstatement that goes beyond what evidence supports about border policy — for example: 'left our borders wide open'
Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
Know2Protect®: Together We Can Stop Online Exploitation
When predators are targeting a child, they're most likely going to go after the most accessible child that they have to them. So they'll look at their social media, they'll look at their school, they'll look at the pictures they're posting. They will either befriend this child to become part of their friends list, or become part of their contacts and followers. You've got to get involved. You've got to make sure that things are appropriate and that their friends lists are checked... the people they’re playing games with are checked. Have these conversations, so that it is a safe environment... so that if an individual does contact them online, they know that they can talk about what has happened. The Know2Protect campaign will educate and empower children, teens, parents, trusted adults, and policy makers to prevent and combat online child sexual exploitation and abuse. Because of how vast this problem is, it's not one that we can arrest our way out of. We need your help. To learn more, go to know2protect.gov
700,336 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
WARNING - Domestic
I'm Kristi Noem, the United States Secretary of Homeland Security. Thank you, President Donald J. Trump, for securing our border, for deporting criminal, illegal immigrants and for putting America first. President Trump has a clear message for those that are in our country illegally. Leave now. If you don't, we will find you and we will deport you. You will never return. For too long, weak politicians left our borders wide open. They flooded our communities with drugs, human trafficking and violent criminals. They put American lives at risk. Well, those days are over. If you leave now, you may have an opportunity to return and enjoy our freedom and live the American dream. But understand this. Under President Trump, America's borders are closed to lawbreakers. Follow the law and you'll find opportunity. Break it and you'll find consequences. The choice is yours. America welcomes those who respect our laws. Because a strong nation is a safe nation.
328,728 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Glittering Generalities: The phrase 'putting America first' is a vague, emotionally positive slogan that sounds patriotic but carries no specific policy meaning — for example: 'putting America first'
Loaded Language: The phrase 'criminal, illegal immigrants' uses emotionally charged language that conflates immigration status with criminality to trigger a negative reaction — for example: 'criminal, illegal immigrants'
Appeal to Fear: The sentence uses threatening language ('we will find you') to create fear and anxiety in the target audience, implying surveillance and inevitable consequences — for example: 'we will find you and we will deport you'
False Urgency: The declaration implies an irreversible, permanent consequence with no possibility of recourse, creating urgency and hopelessness — for example: You will never return.
Name Calling: The word 'weak' is a derogatory label applied to politicians to discredit them rather than address their policies — for example: weak politicians.
Exaggeration/Hyperbole: Claiming borders were 'wide open' is an extreme overstatement that goes beyond what evidence supports — for example: left our borders wide open and They flooded our communities.
Scapegoating: Immigrants are implicitly blamed for flooding communities with drugs, trafficking, and crime, attributing complex societal problems to a single group — for example: They flooded our communities with drugs, human trafficking and violent criminals.
Appeal to Prejudice: The phrase 'our freedom' invokes an in-group identity of Americans versus an implied out-group being addressed — for example: 'enjoy our freedom and live the American dream.'
Black-and-White Fallacy: The sentence implies a binary: either you are a lawbreaker (border closed) or you follow the law (welcome), erasing the complex reality of asylum seekers, refugees, and legal immigration backlogs — for example: America's borders are closed to lawbreakers and Follow the law and you'll find opportunity.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
WARNING - International
I'm Kristi Noem, the United States Secretary of Homeland Security. Thank you, President Donald J. Trump, for securing our border and putting America first. Let me deliver a message from President Trump to the world: If you are considering entering America illegally, don't even think about it. Let me be clear; if you come to our country and you break our laws, we will hunt you down. Criminals are not welcome in the United States. For too long, weak leadership has left our borders wide open, flooding our communities with drugs, human trafficking, and violent criminals. Well, those days are over. Under President Trump, we are defending American families and restoring their safety. If you try to enter illegally, you will be caught. You will be removed and you will never return. Follow the law and you'll find opportunity. If you break it, you'll find consequences. Strong borders mean a stronger America. President Trump is making America safe again.
461,243 views; the channel's videos typically get 2,602. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Glittering Generalities: The phrase 'putting America first' is a vague, emotionally positive slogan that sounds patriotic but carries no specific policy meaning — for example: 'putting America first'
Appeal to Fear: The phrase 'don't even think about it' is an implicit threat designed to create fear and deter behavior through intimidation rather than reasoned argument — for example: don't even think about it and we will hunt you down.
Loaded Language: The phrase 'hunt you down' is an emotionally charged, aggressive expression that evokes predatory pursuit and is designed to trigger fear rather than convey a neutral legal consequence — for example: 'we will hunt you down'
Appeal to Prejudice: The phrase 'our country' and 'our laws' invokes an in-group/out-group distinction, framing immigrants as outsiders threatening the in-group's nation — for example: 'our country'
Name Calling: Labeling all undocumented immigrants as 'Criminals' is a derogatory blanket label used to discredit and dehumanize a group rather than address the nuances of immigration law — for example: 'Criminals are not welcome'
Scapegoating: Categorically labeling undocumented immigrants as criminals scapegoats an entire group, implying they are uniformly dangerous and unwelcome — for example: 'Criminals are not welcome in the United States'
Exaggeration/Hyperbole: The claim that borders are 'wide open' and communities are being 'flooded' is an extreme overstatement beyond what evidence supports — for example: 'left our borders wide open, flooding our communities'
False Urgency: The phrase signals an abrupt end to a described crisis, implying decisive action has already resolved the problem and creating a sense of dramatic turning point — for example: 'those days are over'
Transfer: The invocation of 'President Trump' as the agent of protection borrows the authority of the presidency to validate the political message — for example: 'Under President Trump, we are defending American families'
Black-and-White Fallacy: The sentence presents only two paths — illegal entry with punishment or legal entry with opportunity — ignoring the complex realities of legal immigration barriers — for example: 'Follow the law and you'll find opportunity'
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
On Google and YouTube
Google publishes no text or video for its ads: only what each one cost, how often it was shown and when. Each links to Google's own page for the ad.
| Ran | Format | Spent | Times shown | |
|---|---|---|---|---|
| 2025-08-22 to 2026-02-22 | Video | $600,000–700,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $250,000–300,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $200,000–225,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $200,000–225,000 | 10,000,000+ | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $175,000–200,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $175,000–200,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $175,000–200,000 | 10,000,000+ | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $175,000–200,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $150,000–175,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $150,000–175,000 | 10,000,000+ | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $125,000–150,000 | 10,000,000+ | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $125,000–150,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $100,000–125,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $100,000–125,000 | 10,000,000+ | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $100,000–125,000 | 10,000,000+ | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $100,000–125,000 | 10,000,000+ | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $80,000–90,000 | 10,000,000+ | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $70,000–80,000 | 10,000,000+ | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $70,000–80,000 | 10,000,000+ | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $60,000–70,000 | 9,000,000–10,000,000 | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $60,000–70,000 | 8,000,000–9,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $60,000–70,000 | 8,000,000–9,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $60,000–70,000 | 9,000,000–10,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $60,000–70,000 | 10,000,000+ | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $50,000–60,000 | 7,000,000–8,000,000 | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $50,000–60,000 | 7,000,000–8,000,000 | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $50,000–60,000 | 6,000,000–7,000,000 | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $50,000–60,000 | 7,000,000–8,000,000 | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $50,000–60,000 | 7,000,000–8,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $50,000–60,000 | 9,000,000–10,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $50,000–60,000 | 8,000,000–9,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $50,000–60,000 | 8,000,000–9,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $50,000–60,000 | 7,000,000–8,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $50,000–60,000 | 8,000,000–9,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $50,000–60,000 | 7,000,000–8,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $45,000–50,000 | 7,000,000–8,000,000 | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $40,000–45,000 | 6,000,000–7,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $40,000–45,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-10-06 to 2026-02-22 | Video | $35,000–40,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $35,000–40,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $35,000–40,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $35,000–40,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $35,000–40,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $35,000–40,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $35,000–40,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $35,000–40,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $35,000–40,000 | 3,000,000–3,500,000 | Google's record ↗ |
| 2025-08-22 to 2026-02-22 | Video | $30,000–35,000 | 5,000,000–6,000,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $30,000–35,000 | 2,500,000–3,000,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $30,000–35,000 | 3,000,000–3,500,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $25,000–30,000 | 3,500,000–4,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $25,000–30,000 | 4,500,000–5,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $25,000–30,000 | 3,500,000–4,000,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $25,000–30,000 | 2,500,000–3,000,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-27 | Video | $25,000–30,000 | 2,000,000–2,250,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $20,000–25,000 | 1,750,000–2,000,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $20,000–25,000 | 1,750,000–2,000,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $15,000–20,000 | 2,250,000–2,500,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $15,000–20,000 | 2,000,000–2,250,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $15,000–20,000 | 2,500,000–3,000,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $15,000–20,000 | 3,000,000–3,500,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-27 | Video | $15,000–20,000 | 1,250,000–1,500,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $15,000–20,000 | 1,500,000–1,750,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $15,000–20,000 | 1,500,000–1,750,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $10,000–15,000 | 1,250,000–1,500,000 | Google's record ↗ |
| 2025-05-19 to 2025-08-08 | Video | $10,000–15,000 | 1,500,000–1,750,000 | Google's record ↗ |
| 2025-04-02 to 2025-05-19 | Video | $10,000–15,000 | 2,250,000–2,500,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-27 | Video | $10,000–15,000 | 800,000–900,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-27 | Video | $10,000–15,000 | 1,000,000–1,250,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $8,000–9,000 | 1,000,000–1,250,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $8,000–9,000 | 1,000,000–1,250,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $8,000–9,000 | 1,000,000–1,250,000 | Google's record ↗ |
| 2025-08-22 to 2025-09-22 | Video | $7,000–8,000 | 800,000–900,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $7,000–8,000 | 1,000,000–1,250,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $7,000–8,000 | 1,000,000–1,250,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $7,000–8,000 | 900,000–1,000,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $7,000–8,000 | 600,000–700,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $5,000–6,000 | 600,000–700,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $5,000–6,000 | 700,000–800,000 | Google's record ↗ |
| 2025-03-06 to 2025-03-31 | Video | $5,000–6,000 | 450,000–500,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $3,500–4,000 | 500,000–600,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $3,500–4,000 | 450,000–500,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $2,500–3,000 | 300,000–350,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $2,000–2,500 | 250,000–300,000 | Google's record ↗ |
| 2025-08-07 to 2025-08-19 | Video | $1,000–1,500 | 200,000–225,000 | Google's record ↗ |
U.S. Immigration and Customs Enforcement
Spend figures are the platforms' own ranges, added up. Contract figures are what the agency committed to pay; how much went to these particular ads is not public.
On the agency's YouTube channel
Videos the agency posted whose view counts stand far above the rest of its channel. Transcripts are auto-generated.
WATCH #ICE lead a multiagency operation to arrest an MS-13 gang member in Florida
All right, hold on. All right, he's about to land us. FHV is behind him. All right, light it up. Get ready to bail. A few bails out. Driver, put your hands out the window now! Hands out the window! ¡Apaga el vehículo! ¡Abra la puerta! ¡Apaga el vehículo! ¡Manos arriba! ¡Voltea! ¡Camina hacia atrás! ¡Manos arriba! ¡Sigue caminando hacia el vehículo! de la policía! The police car is walking by the police car, walk in the back of the car. ¡Camina hacia atrás! Hold on. Alright Josh, get your weapon out, it's clear. What happened today is just another perfect display of our partnership with our local law enforcement, the Florida Highway Patrol, and other federal partners. We got a lead on this individual here, Honduran National. He's associated with the MS -13 transnational gang, is also a known suspected terrorist. During the search of the car, we found some minor narcotics. We also have them currently We found some minor narcotics. We also have him currently under a firearms investigation federally at this time. So he's going to be going over to the Palm Beach County Jail tonight. And we'll be moving him over to ICE custody shortly and also following up on the criminal investigation we have going on this individual.
50,298 views; the channel's videos typically get 1,032. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
🎥ICE Atlanta agents arrested Venezuelan fugitive May 17
All right, we're packing up. You got an ID on it? Yeah, you tell me about that. You don't care if I get it? You can get it. Can I?
87,822 views; the channel's videos typically get 1,032. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
ICE Tampa led worksite enforcement operations at construction sites near Wildwood, Fla.
Okay. Go back out. FP is going to go. Stop and make your approaches. Activate your cameras. All right. foreign. Okay. No, don't don't speak English. No. Okay. Do you have the card? Well, I got my but uh Unless you want to take it. likelihood. So that's another cool stuff. There was there
39,577 views; the channel's videos typically get 1,032. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
Suspected MS-13 gang member wanted in El Salvador for double homicide arrested by ICE special agents
We are out here with our Orange County office looking to arrest a a subject who is here in the country illegally. He's a suspected MS-13 gang member and he is wanted for homicide in El Salvador with putting cuffs on with hands on putting cuffs on and then so we'll try to get pictures as well cuz he's supposed to be all tapped out. Yeah. Down. No, no, no. Down the main sidewalk. You You'll see him if you just look down. He's all by himself. He's running. He's running. He's running. Okay. Hey, you guys good? Call Marby, please. Marby, take it. I got you. I got you. I got you. Yeah, I'll be right there. All right.
44,076 views; the channel's videos typically get 1,032. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
The White House
Spend figures are the platforms' own ranges, added up. Contract figures are what the agency committed to pay; how much went to these particular ads is not public.
On the agency's YouTube channel
Videos the agency posted whose view counts stand far above the rest of its channel. Transcripts are auto-generated.
Trump TV is Here
video. So, sorry. Sorry. What? Put it on. Put it on. So, we just watching a show upstairs. I didn't want to watch it upstairs on the small TV. I want to watch it downstairs on the big TV. Scary. You were the firstly you should see this. This should be interesting. All is doing is watching TV. I think he's just watching TV. I will just stand here and watch television for hours. I love it. I want to watch myself.
797,310 views; the channel's videos typically get 33,766. A count this far above the norm is how paid promotion shows on YouTube — a signal, not a record of payment.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
What this covers
- Facebook and Instagram: only ads Meta files as political or social-issue ads. Recruiting and routine notices are not in its library.
- Google: only ads Google files as political, the only ones it publishes spend for.
- YouTube channels: a video's views are a signal of promotion, not a record of it. Every other short video ICE and the White House post is analyzed on Government, as what they said, not as ads.
- Not covered: television, radio, streaming and billboards, where most of a campaign's budget can go and no public per-ad record exists.
- Agencies are added by hand after review; an ad from a campaign or a law firm that mentions an agency is not the agency's ad.