Romney’s negative campaign ads against Gingrich worked and helped him win Florida.

The campaign has been ugly on both sides in the last week, but it was Romney that struck first against Gingrich going after him on Fannie Mae and Freddie Mac. Gingrich struck back pointing out Romney’s involvements with Fannie and Freddie and Goldman Sachs. This week it was revealed that Goldman Sachs was Romney’s primary campaign contributor yet nothing seemed to stick. In the end, Romney was able to outspend everyone in the state – running a well placed media campaign.

Romney won voters making over $100,000 and those who describe themselves as moderate or liberal. Conservatives and those who associate themselves with the Tea Party overwhelmingly voted for Gingrich. Evangelicals split evenly between Gingrich and Romney. Pro-choice people voted for Romney while pro-lifers voted for Gingrich. Voters believed that Gingrich is the only true conservative candidate but think that Romney is the only one to beat Obama.

Here’s how it broke down:

Romney: 47%
Gingrich: 32%
Santorum: 13%
Paul: 7%