--- title: BluePoint 12-Geography Google Ads Campaign type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-07-bluepoint-atm-marketing-call-112534871.md tags: - google-ads - linkedin-ads - digital-advertising - bluepoint-atm - geographic-targeting - q1-2026 - reverse-atm layer: 2 client_source: null industry_context: null transferable: true --- # BluePoint 12-Geography Google Ads Campaign ## Overview In Q1 2026, BluePoint ATM and Asymmetric agreed to launch a hyper-targeted digital advertising campaign focused on **12 distinct geographies** (a mix of specific cities and states). The campaign uses both Google Ads and LinkedIn Ads, with each platform playing a different role based on its targeting strengths. Budget and target definitions were to be finalized by Wade and Mike using spreadsheets provided by the Asymmetric team. This campaign represents a strategic shift from the broader, data-collection-oriented fall 2025 campaigns toward precision targeting of high-value B2B prospects. --- ## Campaign Strategy ### Platform Roles | Platform | Strength | Limitation | |---|---|---| | **LinkedIn Ads** | Granular B2B targeting: job title, industry, company size, location (city or state) | Smaller audience reach; higher CPCs | | **Google Ads** | Strong geographic targeting; broad reach | Cannot target by job title or industry; B2B audience signals are weak | The recommended approach is to use **LinkedIn for audience quality** (reaching the right decision-makers) and **Google Ads for geographic reach and search intent capture**. ### Targeting Philosophy Mark Hope outlined two targeting philosophies discussed on the call: - **Start tight, then open:** Begin with narrow targeting (zip code, title, industry), then expand if volume is insufficient. - **Start wide, then tighten:** Cast a broader net, analyze results, then narrow based on performance data. The team's recommendation was a **middle path**: avoid extremes in either direction. Too narrow yields insufficient data; too wide wastes budget on irrelevant traffic. The goal is to learn from early traffic while maintaining reasonable precision. --- ## Geographic Focus The campaign targets **12 geographies** — a combination of cities and states — to be defined by Wade and Mike. A key priority geography is **New York State**, driven by the [[wiki/knowledge/regulatory/ny-cashless-ban|NY Cashless Ban]] (effective March 20, 2026), which creates urgent demand from NY business owners seeking compliance solutions. Additional states likely to follow New York's lead (e.g., California, Ohio) were flagged for **proactive content creation** even before legislation passes in those states. --- ## Bid Strategy Because BluePoint's conversions are form fills rather than direct purchases, bid strategy requires careful calibration: - **High-intent searches** (e.g., "reverse ATM," "cash to card kiosk"): Bid aggressively — these searchers know what they want. - **Low-intent / adjacent searches** (e.g., "ATM machine," "cashless payment solution"): Bid conservatively — these visitors need education before converting. Google's semantic search handles misspellings and close variants automatically. The team also plans to pull a **Search Query Report** from Search Console to identify actual search terms driving traffic and surface common misspellings worth targeting explicitly. --- ## LinkedIn Targeting Parameters LinkedIn allows granular B2B targeting including: - **Location:** City or state - **Job title** - **Industry type** - **Company size** (implied) Karly Oykhman committed to sending Wade and Mike a **LinkedIn targeting spreadsheet** outlining all available parameters so they could define their preferred audience filters and return them with budget allocations. > **Note:** Interest-based targeting is a Meta/Facebook feature and is **not available on LinkedIn**. --- ## Action Items | Owner | Task | Status | |---|---|---| | Karly Oykhman | Send LinkedIn ad targeting spreadsheet to Wade & Mike | ☐ Open | | Karly Oykhman | Send Search Query Report (from Search Console) to Wade & Mike | ☐ Open | | Wade Zirkle & Mike Stebbins | Review targeting spreadsheets, define 12 geo targets, set Q1 budgets, return to Asymmetric | ☐ Open | --- ## Related Articles - [[wiki/clients/bluepoint-atm/index|BluePoint ATM Client Overview]] - [[wiki/knowledge/regulatory/ny-cashless-ban|NY Cashless Ban — Marketing Opportunity]] - [[wiki/knowledge/linkedin-ads/b2b-targeting-parameters|LinkedIn Ads B2B Targeting Parameters]] - [[wiki/knowledge/google-ads/search-query-reports|Using Search Query Reports to Refine Targeting]] - [[wiki/knowledge/seo/search-intent-types|Search Intent Types: Informational vs. Transactional]] --- ## Source Discussed in the [[wiki/meetings/2026-01-07-bluepoint-atm-q1-strategy-review|BluePoint ATM Q1 Strategy Review]] call (January 7, 2026).