Ads eat up a LOT of money and have a debatable effect on elections. What does work, and I don't know anyone who disagrees with this, is this simple strategy:
1) Identify the people who will vote for you.
2) Make sure they are registered.
3) Get them to the polls to vote.
Stop wasting millions of dollars running ads the consultants tell you you need to run. They are telling you this because their paycheck depends on you running ads. I have spoken to a broad cross-section of people over the years and they all tell me that ads don't move them. If they hate the one candidate, nothing that candidate says about themselves or their opponent will move them. If they agree with candidate, they are preaching to the choir.
Now some people will tell you that they are targeting the "undecided", i.e. voters so utterly disengaged from reality they will believe what they hear in a political ads. This makes up 2-5% of most races, and the break in those voters is a coin toss. Why worry about a guy who might vote for you rather than doing your utmost to get a voter who WILL vote for you registered and voting on election day?