US spends $500K in digital Ad blitz to discourage illegal immigration

The ad spending strategy prioritizes migrant-dense communities over border areas, aiming to amplify psychological and social impact by targeting regions where misinformation about immigration policies is more likely to spread and influence behaviour

In an effort to curb irregular migration, the US government has spent over $500,000 on digital advertisements warning undocumented migrants of the threats of deportation and a permanent ban on reentry. The campaign, spearheaded by US Homeland Security Secretary Kristi Noem, targets migrant communities, encouraging "self-deportation" through the CBP One app. The controversial initiative represents a significant use of government resources to prevent illegal immigration, combining advanced digital targeting with harsh messaging.

The US government allocated $594,600 to fund at least 30 active YouTube ads, a figure uncovered through the Google Ads Transparency Center and shared with WIRED. The ads are geographically targeted, with California receiving the highest share of funding—$208,000, or 35% of the total amount. Other high-priority states like Texas and Florida followed closely, with each state receiving roughly $120,000, while Florida additionally received $61,600. New York and Illinois, states known for large immigrant populations, were also key areas for the campaign, with around $48,000 spent in each.

The ad spending strategy shows a clear focus on migrant-rich areas, rather than direct spending in border regions. This geographic distribution appears aimed at amplifying the psychological and social effects of the messaging in communities where misinformation about immigration policies may be more easily disseminated.

Digital campaign to deter undocumented immigration

The ad campaign, first announced on February 17, 2025, is part of a broader multimillion-dollar initiative to deter undocumented immigration through direct communication. The ads are set to air across multiple platforms, including social media, broadcast television, and text messages. With a multilingual approach, the campaign is tailored to specific migrant groups in hopes of reaching them more effectively. This campaign is not only an attempt to deter immigration but also aims to reinforce existing public messaging around migration deterrence.

Just two months later, in April 2025, similar ads began airing on free-to-air television stations in Mexico, targeting large audiences during prime-time shows and highly watched soccer games. In one such ad, Secretary Noem delivers a stark warning: “If you are considering coming to the United States illegally, don’t even think about it. Let me be clear: If you come to our country and violate our laws, we will hunt you down. Criminals are not welcome.”

The campaign is part of a wider government strategy that has included both federal and state-level actions to discourage illegal immigration. While billboards and public information campaigns have been widely used, more aggressive tactics—such as the installation of barbed wire and increased deportation operations—have also been implemented.

Tech-driven push on immigration

As the government continues to refine its approach to immigration policy, the impact of these digital ads remains to be seen. The heavy reliance on digital platforms is an attempt to leverage technology for broader reach, but it also underscores the growing intersection between technology, politics, and immigration law enforcement.

Despite significant spending and political rhetoric, critics argue that the campaign could be seen as a heavy-handed tactic in a wider conversation about how the U.S. handles its immigration policies. Supporters, however, claim the efforts are necessary to protect U.S. sovereignty and enforce the nation’s immigration laws more strictly. As this high-profile ad campaign plays out, it may serve as a precursor for future government efforts to curb irregular migration, both in terms of communication strategies and enforcement tactics.