He was a sore loser even in 2016 when he did win because he was upset he didn’t win the popular vote, only the electoral college. He had fake electoral maps he showed off that painted pretty much the whole country voting for him and he repeatedly claimed that he won the popular vote, but democrats cheated and that is why it looked like Clinton won the popular vote. No matter how this vote goes, Trump will act outraged that cheating happened and made his numbers underperform, even if he wins in a landslide.
His PAC is targeting multiple groups separately with conflicting messages instead of advertising to users across the platform broadly with messages that don’t contain contradictions. The PAC is trying to convince everyone that Harris supports whoever they assume to be each ad recipient’s big enemy.