BluePoint Google Ads Budget & Campaign Strategy

Overview

BluePoint ATM's paid advertising budget is split between Google Ads and LinkedIn, with Google Ads receiving the larger allocation. The campaign strategy sequences through vertical segments, starting with entertainment and moving into stadiums/arenas, then water parks and amusement parks. Budget performance is reviewed on a rolling 2–3 week basis to inform reallocation decisions.

Budget Allocation

The LinkedIn campaign launched concurrently with this meeting. Both platforms require a 2–3 week ramp period before analytics are meaningful enough to justify any reallocation.

"Hopefully in the next two to three weeks, we can start looking at the analytics and see where we might need a shuffle." — Melissa Cusumano

Campaign Sequencing Strategy

Campaigns are planned sequentially by vertical segment, informed by two criteria:

1. Adoption curve positioning — whether the segment is an early adopter (already familiar with reverse ATMs) or an emerging adopter (next wave)
2. Seasonality — targeting segments during their off-season or budget planning period, when decision-makers have bandwidth and budget authority

Current Campaign: Entertainment

• Automation already built and deployed
• ~990 recipients on the first email send
• 10-email sequence, one per week
• Results visible in HubSpot (open rates, clicks, unsubscribes)

Next Campaign: Stadiums & Arenas

• Rationale: early adopters of cashless/reverse ATM technology; familiarity with the product reduces education burden
• Scope includes NCAA (Division I, II, III), minor leagues, semi-pro, and professional venues
• List to be pulled by BluePoint internally via ZoomInfo (700 contacts/month limit)
• Email copy will be adapted from the existing entertainment campaign assets

Following Campaign: Water Parks & Amusement Parks

• Rationale: seasonal — targeting during off-season aligns with budget planning cycles
• Decision-makers are less operationally occupied and more receptive to capital planning conversations

Analytics Review Process

• Initial analytics review: 2–3 weeks post-launch
• Google Ads performance tracked via Looker Studio dashboard
• HubSpot tracks email-level engagement (opens, clicks, unsubscribes) per contact
• Contacts who engage with emails (multiple opens, link clicks) are prioritized for direct outreach by the sales team

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