Bush was aided in his campaign by a close coterie of political advisers that included Karen Hughes, a former journalist who was his communications adviser; Joe Allbaugh, who became his campaign manager, and Karl Rove, a personal friend and political activist who is believed to have been a strong influence in encouraging Bush to enter the election.

His campaign focused on issues such as education (seeking more accountability for schools over student performance), crime, deregulation of the economy, and tort reform.

Bush presided over 152 executions,[5] more than any previous governor in modern American history; critics such as Helen Prejean argue that he failed to give serious consideration to clemency requests.

[6] The only death sentence Bush commuted to life imprisonment was for serial killer Henry Lee Lucas because of lingering doubts about his guilt in the so-called "Orange Socks" (identified in 2019 as Debra Jackson) murder in Georgetown, Texas in 1979.

[19][11] Bush also extended government funding for organizations providing education on the dangers of alcohol and drug use and abuse, and helping to reduce domestic violence.

[20] As governor, he reached out to religious leaders such as Kirbyjon Caldwell (who would later offer the official benediction at Bush's presidential inauguration).

In the 1996 United States presidential election, Bush criticized Republican nominee Bob Dole for trying to bring Pro-choice advocates into the party.