---
title: BluePoint Google Ads Budget Reallocation
type: article
created: '2026-01-21'
updated: '2026-01-21'
source_docs:
- raw/2026-01-21-bluepoint-atm-marketing-call-116086857.md
tags:
- google-ads
- budget
- bluepointatm
- new-york-campaign
layer: 2
client_source: null
industry_context: null
transferable: true
---

# BluePoint Google Ads Budget Reallocation

## Overview

During the January 21, 2026 marketing call, BluePoint and Asymmetric agreed to reduce the active Google Ads monthly budget cap from ~$1,260/mo to **$1,000/mo**. The freed budget funds the priority New York campaign while keeping existing campaigns running to maintain baseline lead flow.

## Context

BluePoint was running two Google Ads campaigns with a combined daily budget of $42/day (~$1,260/mo). Actual spend over the prior 30 days came in just over $1,000 ($1,029), indicating the campaigns were not consistently hitting their cap. The New York campaign was identified as the top priority initiative, requiring dedicated budget allocation.

## Decision

| Parameter | Before | After |
|---|---|---|
| Combined daily budget | $42/day | ~$33/day |
| Monthly cap | ~$1,260 | $1,000 |
| Existing campaigns | Running | Continue running at reduced cap |
| New York campaign | Not yet running | Funded from savings |

Wade Zirkle's rationale: *"Let's put a $1,000 cap on it while we're running the New York campaign. That way we're still running something and I'm still getting leads the way we have been doing it."*

## Rationale

- The New York campaign is the current top-priority initiative and needs dedicated budget.
- Actual spend on existing campaigns was already near $1,000/mo, so the cap reduction has minimal practical impact on lead volume.
- Maintaining the existing campaigns at a reduced cap preserves baseline lead flow during the New York ramp-up period.
- Budget will be revisited and potentially reallocated once the New York campaign matures.

## Action Items

- [x] **Karly Oykhman** — Set Google Ads combined campaign cap to $1,000/mo.
- [ ] **Asymmetric** — Revisit overall Google Ads budget allocation once the New York campaign reaches steady state.

## Related

- [[clients/bluepointatm/_index]]
- [[meetings/2026-01-21-bluepoint-atm-marketing-call]]
- [[knowledge/google-ads/ad-landing-pages-review-process]]