BluePoint Ad Landing Page Review Process
Overview
During a January 2026 marketing review call, BluePoint discovered four live ad landing pages they had never seen before — found by doing an incognito search for "BluePoint Reverse ATM." The pages were live and actively receiving paid traffic, but had never been sent to the client for review or approval. This surfaced a process gap that required immediate correction.
What Happened
Wade and Mike at BluePoint were doing an incognito Google search and clicked through an ad result that landed them on a page they didn't recognize: bluepointatm.com/reverse-atm. They had not seen this page before and were unaware it existed.
Asymmetric confirmed there are four ad landing pages in total, all live and connected to running Google Ads campaigns. The pages had been built and deployed without going through a client review cycle.
Why Landing Pages Are Built This Way
Asymmetric explained the rationale for dedicated ad landing pages:
- Simplified navigation — headers are stripped down to remove distractions and keep visitors focused on a single conversion action (e.g., a "Go Cashless" CTA that links directly to the form)
- Keyword alignment — the page content is written to match the exact keywords used in the ad, which improves Quality Score and relevance
- Conversion optimization — because Asymmetric is paying for every click, the page is designed to eliminate wandering and drive form submissions
These pages are distinct from organic website pages (e.g., /go-cashless), which are discoverable via organic search and general site navigation.
The Process Gap
The standard process — as acknowledged by Asymmetric — should mirror how state pages are handled: draft → send to client for review → receive approval → publish. This process was not followed for the landing pages.
"Our process should be that once these landing pages are drafted, they're sent to you guys, we go through a review process, and once they're reviewed, finalized, then we would set them up to the ad."
— Karly Oykhman, Asymmetric
The reason the pages weren't sent for review was not identified on the call, but the gap was acknowledged and a correction was committed to.
Corrective Actions
| Action | Owner | Status |
|---|---|---|
| Send all four existing landing page URLs to Wade and Mike for review | Karly Oykhman (Asymmetric) | Committed — within 15 min of call end |
| Establish pre-launch review as required step for all future landing pages | Asymmetric | Process correction confirmed |
Established Process Going Forward
All ad landing pages must follow this workflow before being connected to any live ad campaign:
- Asymmetric drafts the landing page
- Page is sent to BluePoint (Wade/Mike) for review
- BluePoint provides feedback or approval
- Asymmetric finalizes and publishes
- Page is linked to the ad campaign
This applies to any major changes to existing landing pages as well, not just new pages.
Related
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- [3]