BluePoint — Ad Landing Page Review Process

Overview

During a January 2026 marketing sync, BluePoint discovered live ad landing pages via an incognito Google search that they had not previously reviewed or approved. The pages contained outdated or incorrect information — a critical risk for paid campaigns where every click costs money and first impressions matter. This incident prompted a formalized mandatory review process for all future landing pages.

The Incident

BluePoint's Wade Zirkle and Mike Stebbins searched "BluePoint Reverse ATM" in an incognito window and found themselves at the top of paid results — but the landing page the ad linked to was one they had not seen before. Upon review, the page contained information they would not have approved.

At the time, Asymmetric had four ad landing pages built:
- Reverse ATM landing page (active — receiving paid traffic)
- PMAX landing page (active — receiving paid traffic)
- Two additional pages (paused — underperforming)

BluePoint had seen two of the four pages at some earlier point, but subsequent changes had been made without re-approval. Wade noted: "There's just some bad information in here... we just need to know if anytime anything is being published, we need to be aware."

New Mandatory Review Process

As of this meeting, the following process is in effect for all BluePoint ad landing pages:

Draft — Asymmetric builds or updates a landing page
Send for review — All landing pages (new or significantly updated) are sent to Wade and Mike before going live
Client approval — BluePoint reviews and provides feedback or sign-off
Publish — Page is connected to the ad only after approval is confirmed

This mirrors the review process already in place for state pages and other major site content.

Immediate Actions Taken

Asymmetric committed to sending all four existing landing pages to BluePoint for immediate review
Only two pages were actively receiving traffic at the time; the other two remained paused pending review
Future landing page changes — especially major content updates — require explicit BluePoint approval before going live

Why Landing Pages Are Separate from the Main Site

Karly (Asymmetric) explained the rationale for dedicated ad landing pages:

Simplified navigation — Headers and menus are stripped down so visitors have fewer places to wander; the only action is to convert
Keyword alignment — Ad keywords are mirrored on the landing page to improve Quality Score and relevance
Traffic source isolation — These pages are only reachable via paid ads, not organic search (unlike pages such as /go-cashless)

This context is useful for BluePoint reviewers: landing pages are intentionally sparse and sales-focused, not full website pages.

The HubSpot Product dropdown sync issue (broken lead routing) was discovered in the same meeting — see ^[1] for full context
State pages follow a similar draft → review → publish workflow; see ^[2] if created
The New York campaign was the priority paid effort at the time; general Google Ads budget was capped at $1,000/month to fund it — see ^[1]

Generalizable Principle

Client approval gates should be explicit, not assumed. When an agency publishes content that a client hasn't reviewed — especially paid ad destinations — it creates trust risk even when the content is technically sound. A lightweight "send before publish" step prevents this entirely.