BluePoint NY Compliance — LinkedIn Ads Strategy
LinkedIn advertising strategy developed during the [1] NY compliance campaign strategy call. Part of a broader multi-channel push around the New York cash acceptance law (March 20, 2026 deadline).
See also: [2] · [3]
Budget
Total: $1,000/month (first month; revisit based on performance)
| Ad Type | Allocation | Purpose |
|---|---|---|
| Video Boost | $500 | Broad reach / brand awareness |
| Static Image Ad | $500 | Targeted lead generation |
The split reflects the different roles each format plays: the video is a broadcast tool to build awareness across a wider audience, while the static ad is precision-targeted to drive form submissions from decision-makers.
Ad Formats
Video Boost
- Repurpose existing BluePoint video content
- Broader targeting parameters (department-level, not title-level)
- Goal: awareness and association with the NY compliance deadline
Static Image Ad
- Creative direction: Feature a photo of Governor Hochul to create immediate visual association with the legislation
- Crop out the NY State seal
- Use white text and white logo for contrast against the dark background
- Headline format:
Deadline: March 20(standalone line for urgency) - Goal: drive clicks to the [4]
Targeting
Both the video boost and static ad should use identical targeting to ensure consistency across the campaign.
Include
- Job Functions: Operations, Finance, Treasury
- Job Seniority: Owner, C-Suite
- Mike Stebbins to provide a full list of specific job titles from their existing spreadsheet
Exclude
- Sales
- Business Development
Rationale: Existing lead data shows that inbound contacts carry a wide variety of titles, but the majority fall under Operations and Finance. Keeping job function targeting broad (rather than title-level) captures this variance while still filtering out irrelevant roles.
Action Items
- [ ] Karly (AAG): Update static ad creative — swap in Governor Hochul image (crop seal), convert to white text/logo, add "Deadline: March 20" line
- [ ] Karly (AAG): Set LinkedIn campaign budget to $1,000/mo ($500 video / $500 static)
- [ ] Karly (AAG): Ensure targeting parameters match exactly between video boost and static ad; remove Business Development from static ad targeting
- [ ] Mike Stebbins (BluePoint): Comment specific job titles into the strategy doc today
- [ ] Mike Stebbins (BluePoint): Confirm targeting exclusions are reflected in the doc
Strategic Notes
- Why exclude Sales/BD? The compliance decision is made by operations, finance, and ownership — not sales teams. Showing ads to sales roles wastes budget and dilutes lead quality.
- Why use Hochul's image? The governor is publicly associated with the legislation and has drawn attention from the NY business community. The image creates instant context and stops the scroll.
- Why keep the video targeting broader? Video serves an awareness function. Narrowing it to exact titles would reduce reach without meaningfully improving lead quality at that stage of the funnel.