This year, Musk lifted a ban on political ads on X imposed by former Twitter CEO Jack Dorsey, a move designed to reconcile Musk’s position as an “absolute free speech purist” and try to get $100 million from political ads by 2024. That’s met with skepticism from industry insiders and casts doubt on Musk’s hopes of making up for revenue losses caused by the departure of big brands from the platform.

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Since then, the company has increased its investment in this area, including a recent event with around 100 current and potential political clients in Washington to promote its advertising services, reports the FT.

Chief executive Linda Jaccarino told industry officials that she aims for the platform to generate $100 million in annual political ad revenue in a major election year. X built a team of about 10 people that held about 400 meetings and calls with digital marketers, strategists, campaigns and political action groups.

X’s new political ad sales team is led by New York-based Stan McGuire, who previously worked in political sales for Hulu and Walt Disney. X hired Iaccarino’s son Matthew Madrazo to manage relations with Republicans. Veteran media campaigner Jonathan Phelps has been tasked with recruiting Democratic groups.

The company is also announcing more openings for its “growing” political ad sales team ahead of the 2024 election cycle, according to online job postings.