This chapter analyses the advertising tactics employed by the Labour, Conservative and Liberal Democrat parties during the 2024 UK General Election. Drawing on practitioner experience, the author assesses the effectiveness of advertising in shaping voter decisions, particularly amongst ‘considerers’. The analysis examines how parties leveraged digital platforms, creative messaging, and audience segmentation to achieve their campaign objectives. Labour’s broad-reach persuasion campaign, emphasising a message of ‘change’, contrasted with the Conservatives’ targeted approach, focused on neutralising the threat of Reform UK and minimising defections to Labour. The Liberal Democrats demonstrated remarkable efficiency by concentrating resources on winnable constituencies and promoting tactical voting. The chapter concludes with recommendations for future campaign practice, emphasising the importance of early investment before constituency-level spending limits are enforced, targeted or broad approaches depending on the party’s position and culturally relevant messaging. The findings highlight the dynamic interplay between voter preferences, advertising strategies, the evolving media landscape and electoral outcomes in the context of the 2024 UK General Election.