BluePoint Q1 Ad Campaign — LinkedIn & Google Ads Strategy

Overview

In the Q1 2026 planning session, BluePoint ATM and the Asymmetric team aligned on a targeted digital advertising campaign spanning 12 distinct geographies (a mix of cities and states). The campaign uses two platforms with complementary strengths: LinkedIn for B2B audience filtering and Google Ads for intent-based and geographic targeting. A dual-bid strategy separates low-intent traditional ATM searches from high-intent reverse ATM searches.

This campaign also incorporates a time-sensitive opportunity: the ^[1], effective March 20, 2026.

Platform Strategy

LinkedIn Ads

LinkedIn is the primary B2B targeting vehicle for this campaign. Available targeting dimensions include:

• Location — city or state level
• Job title — e.g., Director of Operations, Facilities Manager
• Industry — e.g., hospitality, entertainment, retail
• Company size (available but not confirmed as a priority filter)

Trade-off: Granular targeting reduces audience size but increases relevance. The team agreed to avoid going too narrow in the initial phase to preserve learning signal.

LinkedIn does not support interest-based targeting the way Meta does, but the job title + industry combination is sufficient for reaching B2B decision-makers at venues likely to need reverse ATMs.

Google Ads

Google Ads is used primarily for geographic and intent-based targeting. Key characteristics:

• Strong geographic targeting (city, state, radius)
• B2B in-market audiences are available but considered less effective for this use case — Google treats users as consumers, not by job title or industry
• Semantic search matching handles misspellings and variant phrasings (e.g., "cash to card kiosk," "cashless machine")

A search query report pulled from Search Console will be shared with the client to surface actual organic search terms, which will inform keyword selection and negative keyword lists.

Dual-Bid Strategy

A tiered bidding approach separates traffic by intent level:

For traditional ATM clicks, the recommended landing page strategy is to redirect users to content explaining what a reverse ATM is — capturing prospects who have the right type of business but haven't yet discovered the product category.

Note from Mark Hope: "If somebody's actually searching for reverse ATM, we want to bid big because this is somebody who knows what they're talking about. You might bid $1 a click for the other guy."

Geographic Targeting

The campaign targets 12 geographies — a combination of high-priority cities and states. Specific markets were not finalized in this session; Wade and Mike are reviewing a targeting spreadsheet sent by the Asymmetric team and will return it with confirmed geographies and a budget allocation.

Priority market flagged: New York State, due to the March 20 cashless ban. See ^[2].

Targeting Philosophy

Mark Hope outlined two approaches to audience scoping:

• Start tight, then expand — Begin with narrow filters; open up when traffic volume is insufficient.
• Start wide, then tighten — Begin broad; prune based on performance data.

The recommendation for BluePoint's Q1 campaign is a middle path: avoid extremes in either direction. Too narrow yields too little data to optimize; too wide dilutes spend on irrelevant audiences.

"Don't go too wide, but don't go too narrow. Try to have some breadth because you're going to learn from this traffic." — Mark Hope

Conversion Tracking Considerations

BluePoint's conversion model differs from e-commerce. A "conversion" is defined as a form fill (contact/inquiry submission), not a direct purchase. The team discussed how to assign value to form fills:

1. Track total form fills
2. Estimate the percentage that are qualified leads
3. Estimate the close rate from qualified leads
4. Back-calculate an acceptable cost-per-click based on average customer value

This framework will inform bid strategy adjustments as campaign data accumulates.

Action Items

Related

• ^[3]
• ^[2]
• ^[4]
• ^[5]