NY Cashless Ban Campaign — LinkedIn Strategy

Overview

For the BluePoint ATM New York cashless ban compliance campaign, the LinkedIn static ad targeting strategy was shifted from account-based targeting to general targeting. This decision unblocked the ad's immediate launch and broadened the potential audience beyond the ZoomInfo prospect list.

The campaign runs alongside a LinkedIn video boost ad (already live with general targeting) and a HubSpot email sequence targeting ZoomInfo contacts directly.

Related client: ^[1]

Ad Structure

The Targeting Decision

Original Plan

The static ad was designed as an account-based complement to the email sequence — targeting the same specific companies being emailed to create multi-channel pressure on known prospects.

Why It Changed

Mike Stebbins raised concerns about over-relying on the ZoomInfo list and potentially excluding prospects outside it. The team agreed to switch to general targeting for the static ad for two reasons:

1. Broader reach — General targeting captures prospects who may not appear on the ZoomInfo list but still match the audience profile (NY businesses subject to the cashless ban).
2. Unblocks launch — Account-based targeting required the ZoomInfo company list to be loaded into LinkedIn Campaign Manager first. General targeting has no such dependency, allowing the ad to go live immediately.

"I almost want to change that static ad to more of a general broad thing instead of the just targeted and the companies in the Zoom list I send you... I feel like we're maybe potentially boxing out other potential prospects or leads."
— Mike Stebbins

Trade-off Acknowledged

Karly noted that general targeting doesn't guarantee the ZoomInfo companies will be reached, whereas account-based targeting would have ensured it. The team accepted this trade-off in exchange for broader reach and faster launch.

Campaign Context

The NY campaign targets businesses in New York State that must comply with the cashless ban regulation taking effect March 20th. The campaign asset is a downloadable compliance guide, promoted via:

• LinkedIn ads (video boost + static)
• HubSpot email sequence to ZoomInfo contacts
• Landing page with form → confirmation page → guide delivery email

See ^[2] for email sequence details.

Key Insight (Generalizable)

When account-based and broad targeting serve different goals, consider running them as separate ad sets rather than choosing one. In this case, budget constraints led to a single ad using general targeting. If budget allows, a split approach — one static ad targeting the ZoomInfo list for multi-channel reinforcement, one with general targeting for net-new reach — would capture both benefits.

Action Items from This Decision

• [x] Switch LinkedIn static ad targeting from account-based to general — Karly Oykhman
• [ ] Launch LinkedIn static ad — Karly Oykhman
• [ ] Deliver ZoomInfo company list to Karly for email sequence import — Mike Stebbins

Related

• ^[1]
• ^[3]
• ^[4]