BluePoint NY Compliance Guide LinkedIn Campaign
Overview
BluePoint ATM ran a LinkedIn campaign promoting a New York cash-handling compliance guide, targeting businesses in NY that would need to comply with new cashless payment regulations. The campaign used two ad formats — a static ad with a direct download CTA and a video boost for brand awareness — running concurrently under a single parent campaign. A parallel Google Ads campaign drove traffic to the same landing page.
As of the February 2026 review, the static ad is a standout performer and the campaign is continuing. The email outreach component of the broader NY compliance initiative directly produced a meeting with the Color Factory (an NYC immersive art museum).
Campaign Performance
LinkedIn — Static Ad
| Metric | Result | Benchmark |
|---|---|---|
| Cost Per Click (CPC) | $0.70 | $2–$5 (LinkedIn avg) |
| Click-Through Rate | ~2% | 2–5% target |
| Leads (last week) | 8 form fills | — |
The static ad carried a clear CTA ("download our guide") and was set up as a page views campaign objective rather than a form-fill conversion goal. Despite this, it drove 8 compliance guide form submissions in a single week — all attributed to LinkedIn after Google Ads conversion tracking showed zero conversions from 13 Google clicks.
Decision: Keep the static ad running as-is. "If it ain't broke, don't fix it." Extended through end of February, with a digital metrics review scheduled at month's end.
LinkedIn — Video Boost
| Metric | Result |
|---|---|
| Impressions | Higher than static (video favored by LinkedIn algorithm) |
| CPC | ~$10 |
| Click-Through Rate | Lower than static |
The video boost served its intended brand awareness purpose and drove a spike in YouTube views. It was not designed for direct response and lacked a strong CTA. Once the video boost budget runs out (~one week from the Feb 11 meeting), it will not be rerun. Remaining budget may be reallocated to the static ad.
Google Ads
- 13 clicks to the NY compliance guide landing page
- 0 confirmed conversions tracked
- Conversion tracking to be verified by Karly to confirm setup is accurate
- Working assumption: all 8 leads are attributable to LinkedIn
Email Outreach
- A targeted email sequence to a NY/Integra list is running in parallel (~3.5 weeks remaining as of Feb 11)
- Direct result: Meeting secured with the Color Factory (NYC immersive art museum), who reached out after receiving the compliance guide email
Key Decisions
- Continue the static LinkedIn ad through at least end of February; reassess at month-end digital review
- Retire the video boost once budget is exhausted; do not rerun
- Repurpose the static ad creative as an organic post on the BluePoint ATM LinkedIn company page (to be posted the week of Feb 11); Karly to also repost on her personal LinkedIn
- Verify Google Ads conversion tracking to confirm leads are correctly attributed to LinkedIn
Action Items
- [ ] Post NY Compliance Guide static ad to BluePoint ATM LinkedIn company page this week — Karly
- [ ] Repost on Karly's personal LinkedIn — Karly
- [ ] Extend static LinkedIn ad through Feb 29 — Karly
- [ ] Verify Google Ads conversion tracking is set up correctly; report findings to Mike/Wade — Karly
- [ ] Schedule end-of-month digital metrics review (LinkedIn + Google + SEO + organic social) — Karly
Strategic Notes
Why the Static Ad Outperformed
The static ad's $0.70 CPC is exceptional for LinkedIn (typical range: $2–$5). Contributing factors:
- Strong, specific CTA tied to a timely compliance need (regulatory urgency)
- Highly relevant audience targeting (NY businesses affected by cashless payment laws)
- Clear value exchange: download a useful guide in exchange for contact info
This pattern — compliance/regulatory urgency + gated content + LinkedIn targeting — is worth replicating for future campaigns in other states or regulatory contexts.
Campaign Objective Mismatch
The campaign was set to page views rather than lead generation as its objective. This means LinkedIn optimized for traffic rather than form fills, which likely suppressed the number of leads relative to what a lead-gen objective might have produced. Worth testing a lead-gen objective on a future iteration.
Attribution Gap
Without proper conversion tracking on Google Ads, there is no clean multi-touch attribution. The current approach relies on deductive reasoning (total leads minus Google conversions = LinkedIn leads). Fixing Google Ads conversion tracking is a prerequisite for accurate reporting.
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