BluePoint NY Compliance Campaign — LinkedIn & Google Ads

Overview

In early 2026, Asymmetric ran a targeted paid media campaign for ^[1] focused on New York State's cash acceptance compliance law. The campaign aimed to reach NY-based businesses that would need a reverse ATM solution to comply with the regulation. It combined a LinkedIn static ad, a LinkedIn video boost, and a Google Search campaign — all driving to a dedicated NY compliance landing page.

Performance on the LinkedIn static ad was exceptional, with a $0.70 CPC against a $2–$5 industry benchmark, making it one of the stronger-performing B2B paid social campaigns in Asymmetric's portfolio.

Campaign Structure

• Geo-targeting: New York State only
• Audience: Business operators subject to NY cash acceptance law
• Offer: Downloadable NY compliance guide; meeting request CTA

LinkedIn Performance

Static Ad

• CPC: $0.70 (benchmark: $2–$5)
• CTR: ~2% (target range: 2–5%)
• Assessment: High-performing. Strong call to action ("download our guide") drove meaningful click volume at well below typical LinkedIn CPCs.
• Launch date: ~January 29–30, 2026

Video Boost (Animated Explainer)

• CPC: ~$10
• Impressions: Higher than static ad (LinkedIn favors video content)
• CTR: Lower than static ad
• Assessment: Served its brand awareness purpose. Higher CPC attributed to weaker CTA and lower engagement intent. Not recommended for repeat runs for several months.

Key Decision (Feb 11, 2026)

• Continue the static ad; pause the video boost once budget runs out
• Post the static ad creative as an organic post on the BluePoint LinkedIn page (Mike to repost on personal page)
• Check-in on full campaign performance at end of February

Google Ads Performance

• Spend: ~$20 (low relative to LinkedIn)
• Clicks: 13
• Conversions recorded: 0

Notes

• Search ad targets NY-specific keywords (e.g., "cash acceptance law New York")
• Ad only serves to users located in New York State
• Zero recorded conversions likely indicates a conversion tracking misconfiguration, not zero actual conversions
• Action item: Karly to verify conversion tracking is set up correctly and send a Jan–Feb performance report

LinkedIn vs. Google Comparison

LinkedIn significantly outperformed Google in both volume and lead quality for this campaign. The B2B targeting precision of LinkedIn (job title, company, industry) is better suited to BluePoint's buyer profile than keyword-based search for a niche compliance topic.

Email Campaign (Parallel Outreach)

A direct email sequence ran in parallel to the paid ads, targeting a NY and Integra contact list. The email campaign produced at least one confirmed meeting:

"I have a meeting tomorrow with the Color Factory, an immersive art museum in New York, and that was directly as a result of that email campaign."
— Mike Stebbins, Feb 11, 2026

This validates the multi-channel approach: paid ads for awareness and inbound, email for direct outreach to named accounts.

Lessons & Generalizable Insights

• Urgency-driven campaigns convert. Tying messaging to a compliance deadline (NY cash acceptance law) created natural urgency that improved engagement. Asymmetric should look for similar regulatory or time-bound hooks for other clients.
• Static ads outperform video for lead gen CTAs on LinkedIn. Video drives impressions and brand lift; static ads with a clear CTA drive clicks and conversions at lower cost.
• LinkedIn CPCs can be dramatically reduced with tight targeting + strong CTA. $0.70 CPC is well below the $2–$5 norm — a useful benchmark to reference when setting client expectations.
• Conversion tracking must be verified before reading Google Ads results. Zero conversions with 13 clicks is a red flag for tracking gaps, not necessarily campaign failure.

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]