Campaign Review & Project Status — 2026-04-05

Overview

Internal review of BluepointATM's Google Ads campaigns, CallRail setup blockers, and HubSpot access issues. Discussed during the ^[1] between Melissa Cusumano and Mark Hope.

Google Ads Campaign Performance

Three campaigns were active at time of review. The "Traditional ATM" campaign was paused immediately due to unsustainable CPL.

The blended CPL of ~$200 is considered a strong result for this client's market. PMAX in particular was delivering clicks at $0.29. Mark's assessment: the client should be focused on closing leads, not scrutinizing campaign structure.

Client Friction

Wade and Mike (client contacts) raised objections to campaign terminology — specifically the use of "cashless ATM" and "reverse ATM" — arguing these terms don't reflect how they describe their product. The team's position is that keyword strategy is based on how searchers describe the product, not how the client does. Gilbert provided documentation showing minimal keyword duplication across campaigns.

Keyword & Geo Targeting Actions

• Gilbert to review and tighten keywords and negative keywords for the Reverse ATM campaign
• Client to provide a targeted geo list for Reverse ATM (currently set to full US)
• Client to provide full compliance cities/states list for geo targeting updates
• Potential to create tightly geofenced campaigns for high-priority markets (e.g., New York)

CallRail Configuration — Blocked

Setup is stalled pending a client-provided call routing plan. Mark cannot configure the system without an unambiguous, flowchart-style specification.

Required from client before work can proceed:

• Which tracking number(s) to use and where they appear (ads, website, etc.)
• Whether to capture GCLID on inbound calls
• Who answers each number
• Forwarding rules and fallback behavior (e.g., if no answer)

Owner: Melissa to obtain the flowchart from the client, then hand off to Mark for configuration.

HubSpot Access Issue

Wade accidentally removed Chris from the BluepointATM HubSpot account while attempting to update user seats. Chris lost access for approximately 2–3 days as a result.

• Issue has been escalated and is expected to be resolved
• Chris is also working to complete a remaining email automation for Bluepoint
• See also: ^[2]

Action Items

• [ ] Melissa: Send client the CallRail flowchart requirements; configure once approved
• [ ] Melissa: Email Gilbert — review Reverse ATM keywords and negatives; implement changes
• [ ] Melissa: Request targeted Reverse ATM geo list from client; update targeting
• [ ] Melissa: Request full compliance cities/states list from client; update geo targeting
• [ ] Mark: Summarize remaining Google Ads to-dos from Fathom task list

Related

• ^[2]
• ^[1]
• ^[3]