Ted Cruz's campaign strategy was multifaceted, focusing on early fundraising and aggressive campaigning. After a close call in the 2018 elections, Cruz doubled his fundraising efforts from the previous cycle, raising over $30 million early in the campaign. He also attempted to moderate his image, highlighting bipartisan efforts while continuing to push conservative values strongly. His campaign's use of anti-transgender ads, although controversial, was seen as effective in appealing to moderate voters. Cruz's national recognition and his portrayal as a staunch conservative also played a significant role in mobilizing his base.

Colin Allred, despite his lower national profile, led a vigorous campaign, breaking fundraising records and garnering significant support. Allred raised over $80 million, focusing heavily on television ads and a coordinated campaign strategy across Texas. He positioned himself as a bipartisan alternative, emphasizing his legislative work with Republicans and his support for policies like the CHIPS and Science Act. However, his efforts were not enough to overcome the conservative majority in Texas or the strategic linking of his campaign to less popular national Democrats.

Ted Cruz's victory not only reflects the continuing conservative preference in Texas but also has broader implications for the U.S. Senate's balance of power. His win helps secure the Republican position in the Senate, impacting legislative agendas on national issues such as abortion rights, economic policies, and federal appointments. The election results also underscore the significant urban-rural divide in Texas, with Cruz garnering substantial support from rural areas while Allred performed better in urban counties.