BluePoint Google Ads Budget Reallocation

Overview

During the January 21, 2026 marketing call, BluePoint and Asymmetric agreed to reduce the active Google Ads monthly budget cap from ~$1,260/mo to $1,000/mo. The freed budget funds the priority New York campaign while keeping existing campaigns running to maintain baseline lead flow.

Context

BluePoint was running two Google Ads campaigns with a combined daily budget of $42/day (~$1,260/mo). Actual spend over the prior 30 days came in just over $1,000 ($1,029), indicating the campaigns were not consistently hitting their cap. The New York campaign was identified as the top priority initiative, requiring dedicated budget allocation.

Decision

Parameter	Before	After
Combined daily budget	$42/day	~$33/day
Monthly cap	~$1,260	$1,000
Existing campaigns	Running	Continue running at reduced cap
New York campaign	Not yet running	Funded from savings

Wade Zirkle's rationale: "Let's put a $1,000 cap on it while we're running the New York campaign. That way we're still running something and I'm still getting leads the way we have been doing it."

Rationale

The New York campaign is the current top-priority initiative and needs dedicated budget.
Actual spend on existing campaigns was already near $1,000/mo, so the cap reduction has minimal practical impact on lead volume.
Maintaining the existing campaigns at a reduced cap preserves baseline lead flow during the New York ramp-up period.
Budget will be revisited and potentially reallocated once the New York campaign matures.

Action Items

[x] Karly Oykhman — Set Google Ads combined campaign cap to $1,000/mo.
[ ] Asymmetric — Revisit overall Google Ads budget allocation once the New York campaign reaches steady state.

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