---
title: BluePoint NY Compliance — LinkedIn Ads Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-21-ny-campaign-call-116023403.md
tags:
- linkedin-ads
- paid-social
- bluepoint-atm
- new-york
- compliance
- lead-gen
layer: 2
client_source: null
industry_context: null
transferable: true
---

# BluePoint NY Compliance — LinkedIn Ads Strategy

LinkedIn advertising strategy developed during the [[clients/bluepoint-atm/_index|BluePoint ATM]] NY compliance campaign strategy call. Part of a broader multi-channel push around the New York cash acceptance law (March 20, 2026 deadline).

See also: [[wiki/knowledge/paid-social/bluepoint-ny-compliance-google-ads-strategy|Google Ads Strategy]] · [[wiki/knowledge/campaigns/bluepoint-ny-compliance-overview|Campaign Overview]]

---

## Budget

**Total: $1,000/month** (first month; revisit based on performance)

| Ad Type | Allocation | Purpose |
|---|---|---|
| Video Boost | $500 | Broad reach / brand awareness |
| Static Image Ad | $500 | Targeted lead generation |

The split reflects the different roles each format plays: the video is a broadcast tool to build awareness across a wider audience, while the static ad is precision-targeted to drive form submissions from decision-makers.

---

## Ad Formats

### Video Boost
- Repurpose existing BluePoint video content
- Broader targeting parameters (department-level, not title-level)
- Goal: awareness and association with the NY compliance deadline

### Static Image Ad
- **Creative direction:** Feature a photo of Governor Hochul to create immediate visual association with the legislation
  - Crop out the NY State seal
  - Use white text and white logo for contrast against the dark background
- **Headline format:** `Deadline: March 20` (standalone line for urgency)
- Goal: drive clicks to the [[wiki/knowledge/web/bluepoint-ny-compliance-landing-page|dedicated compliance landing page]]

---

## Targeting

Both the video boost and static ad should use **identical targeting** to ensure consistency across the campaign.

### Include
- **Job Functions:** Operations, Finance, Treasury
- **Job Seniority:** Owner, C-Suite
- Mike Stebbins to provide a full list of specific job titles from their existing spreadsheet

### Exclude
- Sales
- Business Development

> **Rationale:** Existing lead data shows that inbound contacts carry a wide variety of titles, but the majority fall under Operations and Finance. Keeping job function targeting broad (rather than title-level) captures this variance while still filtering out irrelevant roles.

---

## Action Items

- [ ] **Karly (AAG):** Update static ad creative — swap in Governor Hochul image (crop seal), convert to white text/logo, add "Deadline: March 20" line
- [ ] **Karly (AAG):** Set LinkedIn campaign budget to $1,000/mo ($500 video / $500 static)
- [ ] **Karly (AAG):** Ensure targeting parameters match exactly between video boost and static ad; remove Business Development from static ad targeting
- [ ] **Mike Stebbins (BluePoint):** Comment specific job titles into the strategy doc today
- [ ] **Mike Stebbins (BluePoint):** Confirm targeting exclusions are reflected in the doc

---

## Strategic Notes

- **Why exclude Sales/BD?** The compliance decision is made by operations, finance, and ownership — not sales teams. Showing ads to sales roles wastes budget and dilutes lead quality.
- **Why use Hochul's image?** The governor is publicly associated with the legislation and has drawn attention from the NY business community. The image creates instant context and stops the scroll.
- **Why keep the video targeting broader?** Video serves an awareness function. Narrowing it to exact titles would reduce reach without meaningfully improving lead quality at that stage of the funnel.