Did you listen/read Vance's recent speeches in Hungary? Or read the US policy document put out months back? It goes way beyond merely "not helping" - the US administration is in turns provoking, alienating and separating itself from center/center-left European governments in pursuit of exporting extremist partisan politics in the hopes of getting far-right governments elected across Europe.
European citizens and politicians everywhere can see the actions for what they are. What was that about Greenland and annexing Canada? There's no big-money conspiracy, just a bully administration with no sense of second-and third-order effects.
I’m doubtful he paid for ads to make his disdain better known. So I suspect someone else is trying to make that happen beyond what Vance can with his speeches.