---
title: BluepointATM LinkedIn Ads Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-08-bluepoint-atm-marketing-call-92808510.md
tags:
- linkedin-ads
- paid-social
- bluepointatm
- campaign-planning
- budget-allocation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# BluepointATM LinkedIn Ads Strategy

## Overview

LinkedIn advertising for BluepointATM was reactivated during the October 2025 campaign planning call. A budget of **$1,500/month** was allocated to LinkedIn Ads, with the remaining ad spend ($3,500) directed to Google Ads. The LinkedIn campaigns were submitted for approval at the time of the call and expected to be live within a few days.

See also: [[clients/bluepointatm/_index]] | [[knowledge/paid-social/google-ads-strategy]]

---

## Budget Allocation

| Channel      | Monthly Budget |
|--------------|---------------|
| Google Ads   | $3,500        |
| LinkedIn Ads | $1,500        |
| **Total**    | **$5,000**    |

The budget was reshuffled from a prior configuration. The LinkedIn campaigns were updated with the new budget and submitted for LinkedIn's approval process, which typically takes a few days.

---

## Campaign Status (as of October 2025)

- LinkedIn Ads were **newly reactivated** — campaigns had been paused or reconfigured prior to this call.
- Ads were pending LinkedIn approval at time of call; expected to go live within 2–3 days.
- Analytics review planned for **2–3 weeks post-launch** to assess performance and determine whether further budget reallocation is warranted.

---

## LinkedIn Sales Navigator Integration

In addition to paid ads, BluePoint ATM gained access to **LinkedIn Sales Navigator** during this period:

- A dedicated Sales Navigator seat was assigned to Mike Stebbins.
- Mike was set as an admin on the account.
- A new subscription was required to assign the seat.
- Two-factor authentication was updated to route to Mike's phone number for day-to-day access.

Sales Navigator is intended to support targeted prospecting aligned with campaign segments (e.g., stadiums/arenas, water parks), complementing the paid ad efforts.

---

## Strategic Context

LinkedIn Ads are positioned as one component of a multi-channel outreach strategy for BluePoint ATM's reverse ATM product. The broader channel mix includes:

- **LinkedIn Ads** — brand awareness and lead generation among B2B decision-makers
- **Google Ads** — higher-budget search and display
- **Email automation via HubSpot** — drip campaigns to segmented lists (see [[knowledge/email-marketing/hubspot-drip-campaign-strategy]])
- **Direct mail** — physical outreach to ZoomInfo-sourced lists
- **LinkedIn Sales Navigator** — manual prospecting and outreach by Mike Stebbins

The target segments driving campaign creative and audience targeting are:
1. **Stadiums & Arenas** (near-term focus — early adopters of reverse ATM technology)
2. **Water Parks & Amusement Parks** (next wave — budget season timing)

---

## Key Contacts

| Name | Role | Notes |
|------|------|-------|
| Melissa Cusumano | Asymmetric (account lead) | Managed LinkedIn Ads setup and budget update |
| Mark Hope | Asymmetric (strategy) | Overall campaign direction |
| Wade Zirkle | BluePoint ATM | Client stakeholder; will receive ad spend invoices |
| Mike Stebbins | BluePoint ATM | Sales lead; Sales Navigator seat holder |

---

## Open Items

- [ ] Monitor LinkedIn Ads performance after approval clears (~2–3 weeks post-launch)
- [ ] Evaluate budget split between Google and LinkedIn based on early analytics
- [ ] Align LinkedIn ad creative with stadium/arena campaign messaging once copy is finalized
- [ ] Confirm Sales Navigator integration with HubSpot (Mark to identify connector)