---
title: BluePoint Reverse ATM & PMAX Campaign Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-11-bluepoint-atm-marketing-call-129118794.md
tags:
- google-ads
- pmax
- reverse-atm
- bluepointatm
- landing-pages
- budget-allocation
- impression-share
layer: 2
client_source: null
industry_context: null
transferable: true
---

# BluePoint Reverse ATM & PMAX Campaign Strategy

## Overview

BluePoint ATM runs two active Google Ads campaigns — a **Reverse ATM search campaign** and a **Performance Max (PMAX) campaign** — both targeting national audiences. As of the March 2026 review, both campaigns are performing well on efficiency metrics but are constrained by budget. A third campaign targeting New York concluded in March 2026, freeing $30/day for reallocation.

This article documents the campaign structure, performance benchmarks, budget decisions, and landing page strategy discussed during the [[clients/bluepointatm/_index|BluePoint ATM]] monthly review.

---

## Campaign Performance (March 2026)

### Reverse ATM Search Campaign

| Metric | Value | Context |
|---|---|---|
| Impressions (30 days) | 660 | Budget-limited |
| Clicks (30 days) | 42 | — |
| CTR | 6.36% | Strong for finance/B2B |
| Avg. CPC | $5.00 | Efficient for the category |
| Impression Share | 11% | Appears in ~11 of 100 searches |
| Daily Budget | $8/day | Well below Google's recommendation |

**Interpretation:** The campaign is performing efficiently — a 6.36% CTR and $5 CPC are strong signals — but the 11% impression share reveals that budget is the primary constraint, not ad quality or relevance. The campaign is winning when it shows up; it just isn't showing up often enough.

### PMAX Campaign

Running concurrently with the Reverse ATM campaign. Specific PMAX metrics were not detailed in the March review, but the campaign was confirmed active and included in the budget reallocation decision.

---

## Budget Allocation Decision

### Previous State
- Total monthly ad budget: **$1,500/month (~$50/day)**
- NY campaign: ~$30/day (now concluded)
- Reverse ATM + PMAX: ~$8/day combined (reduced to fund NY and LinkedIn campaigns)

### Decision (March 2026)
Reallocate the $30/day freed from the NY campaign back into the Reverse ATM and PMAX campaigns. Total budget remains at **$1,500/month**.

> *"We can allocate that $30 across those campaigns that are working."* — Mark Hope

### Opportunity Sizing
Google's own budget recommendation for the Reverse ATM campaign is ~$50/day. At that level, the projected outcome is approximately **25 clicks/day** vs. the current ~8 clicks/day. The click-to-budget relationship is approximately linear (elastic), meaning incremental budget directly yields incremental clicks at the current quality level.

---

## Landing Page Strategy

Landing page optimization was flagged as **high priority** for both the Reverse ATM and PMAX campaigns. Currently, ad traffic routes to general website pages rather than dedicated, campaign-specific landing pages.

### Why Landing Pages Matter for Google Ads

1. **Quality Score improvement** — Google scores ads on expected CTR, ad relevance, and landing page experience. A more relevant landing page raises Quality Score.
2. **Lower CPC** — Higher Quality Score directly reduces cost-per-click. Google rewards relevance with cheaper clicks.
3. **Higher Ad Rank** — Quality Score is a component of Ad Rank, meaning better landing pages can improve ad position without increasing bids.
4. **Impression Share** — Improved Quality Score can increase impression share independent of budget increases.

> *"If you get a higher quality score, you pay less for a click, and you get more ad rank. Google rewards you if you have a really good quality score on a keyword."* — Mark Hope

### Status
Mike Stebbins confirmed reviewing the Reverse ATM landing page and identified needed updates. Landing page edits for both PMAX and Reverse ATM were designated the top content priority, above social media and blog content.

**Owner:** Mike Stebbins & Wade Zirkle (provide edit list) → Karly Oykhman (implement)

---

## Action Items (from March 2026 Review)

- [ ] **Karly Oykhman** — Reallocate $30/day Google Ads budget from NY campaign to Reverse ATM and PMAX; maintain $1,500/month total
- [ ] **Karly Oykhman** — Send PMAX and Reverse ATM landing page edit recommendations to Mike/Wade for review
- [ ] **Mike Stebbins / Wade Zirkle** — Review landing pages and provide specific edit instructions (high priority)

---

## Related Context

- The NY campaign that concluded was a geographically targeted campaign; the pivot back to national campaigns aligns with BluePoint's deal activity (Buffalo Sabres, National Western Center, Buffalo Bills, Kansas City World Cup)
- LinkedIn Ads were also running concurrently but were approaching their March 20 end date; those funds were also expected to roll back into Google Ads
- The Reverse ATM search impression share of 41% referenced mid-meeting refers to **search impression share by rank** (how often the ad qualifies to show based on quality), distinct from the 11% **absolute impression share** (how often it actually shows relative to all eligible auctions) — the gap between these two figures underscores that budget, not quality, is the binding constraint

---

## Related Articles

- [[clients/bluepointatm/_index|BluePoint ATM — Client Overview]]
- [[meetings/2026-03-bluepoint-marketing-review|BluePoint Marketing Review — March 2026]]
- [[knowledge/google-ads/quality-score-and-ad-rank|Quality Score & Ad Rank]]
- [[knowledge/abm/bluepoint-abm-pilot|BluePoint ABM Pilot — Strategy & Setup]]