---
title: Campaign Review & Project Status — 2026-04-05
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-19-mid-week-call-w-melissa-102941979.md
tags:
- bluepoint
- google-ads
- callrail
- hubspot
- campaign-performance
- conversion-tracking
layer: 2
client_source: BluepointATM
industry_context: b2b-services
transferable: false
---

# Campaign Review & Project Status — 2026-04-05

## Overview

Internal review of BluepointATM's Google Ads campaigns, CallRail setup blockers, and HubSpot access issues. Discussed during the [[wiki/meetings/2025-11-19-mid-week-call-melissa|Mid-Week Call w/ Melissa — 2025-11-19]] between Melissa Cusumano and Mark Hope.

---

## Google Ads Campaign Performance

Three campaigns were active at time of review. The "Traditional ATM" campaign was paused immediately due to unsustainable CPL.

| Campaign | CPL | Status |
|---|---|---|
| Traditional ATM | ~$800 | **Paused** |
| Cashless ATM | ~$100 | Running |
| PMAX | ~$100 | Running |
| **Overall (blended)** | **~$200** | — |

The blended CPL of ~$200 is considered a strong result for this client's market. PMAX in particular was delivering clicks at $0.29. Mark's assessment: the client should be focused on closing leads, not scrutinizing campaign structure.

### Client Friction

Wade and Mike (client contacts) raised objections to campaign terminology — specifically the use of "cashless ATM" and "reverse ATM" — arguing these terms don't reflect how they describe their product. The team's position is that keyword strategy is based on how *searchers* describe the product, not how the client does. Gilbert provided documentation showing minimal keyword duplication across campaigns.

### Keyword & Geo Targeting Actions

- Gilbert to review and tighten keywords and negative keywords for the Reverse ATM campaign
- Client to provide a targeted geo list for Reverse ATM (currently set to full US)
- Client to provide full compliance cities/states list for geo targeting updates
- Potential to create tightly geofenced campaigns for high-priority markets (e.g., New York)

---

## CallRail Configuration — Blocked

Setup is stalled pending a client-provided call routing plan. Mark cannot configure the system without an unambiguous, flowchart-style specification.

**Required from client before work can proceed:**

- Which tracking number(s) to use and where they appear (ads, website, etc.)
- Whether to capture GCLID on inbound calls
- Who answers each number
- Forwarding rules and fallback behavior (e.g., if no answer)

**Owner:** Melissa to obtain the flowchart from the client, then hand off to Mark for configuration.

---

## HubSpot Access Issue

Wade accidentally removed Chris from the BluepointATM HubSpot account while attempting to update user seats. Chris lost access for approximately 2–3 days as a result.

- Issue has been escalated and is expected to be resolved
- Chris is also working to complete a remaining email automation for Bluepoint
- See also: [[wiki/clients/current/bluepoint/_index|Bluepoint Client Index]]

---

## Action Items

- [ ] Melissa: Send client the CallRail flowchart requirements; configure once approved
- [ ] Melissa: Email Gilbert — review Reverse ATM keywords and negatives; implement changes
- [ ] Melissa: Request targeted Reverse ATM geo list from client; update targeting
- [ ] Melissa: Request full compliance cities/states list from client; update geo targeting
- [ ] Mark: Summarize remaining Google Ads to-dos from Fathom task list

---

## Related

- [[wiki/clients/current/bluepoint/_index|Bluepoint Client Index]]
- [[wiki/meetings/2025-11-19-mid-week-call-melissa|Mid-Week Call w/ Melissa — 2025-11-19]]
- [[wiki/knowledge/google-ads-conversion-tracking-audit|Google Ads Conversion Tracking Audit Process]]