---
title: NY Cashless Ban Campaign — LinkedIn Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-28-bluepoint-atm-marketing-call-117924356.md
tags:
- paid-social
- linkedin-ads
- bluepointatm
- ny-campaign
- targeting-strategy
layer: 2
client_source: null
industry_context: null
transferable: true
---

# NY Cashless Ban Campaign — LinkedIn Strategy

## Overview

For the BluePoint ATM New York cashless ban compliance campaign, the LinkedIn static ad targeting strategy was shifted from **account-based targeting** to **general targeting**. This decision unblocked the ad's immediate launch and broadened the potential audience beyond the ZoomInfo prospect list.

The campaign runs alongside a LinkedIn video boost ad (already live with general targeting) and a HubSpot email sequence targeting ZoomInfo contacts directly.

Related client: [[wiki/clients/bluepointatm/_index]]

---

## Ad Structure

| Ad Type | Targeting Approach | Status |
|---|---|---|
| Video Boost | General (broad) | Launched |
| Static Image | General (broad) — *changed from account-based* | Ready to launch |
| Email Sequence | ZoomInfo list (account-based) | Pending list delivery |

---

## The Targeting Decision

### Original Plan
The static ad was designed as an account-based complement to the email sequence — targeting the same specific companies being emailed to create multi-channel pressure on known prospects.

### Why It Changed
Mike Stebbins raised concerns about over-relying on the ZoomInfo list and potentially excluding prospects outside it. The team agreed to switch to general targeting for the static ad for two reasons:

1. **Broader reach** — General targeting captures prospects who may not appear on the ZoomInfo list but still match the audience profile (NY businesses subject to the cashless ban).
2. **Unblocks launch** — Account-based targeting required the ZoomInfo company list to be loaded into LinkedIn Campaign Manager first. General targeting has no such dependency, allowing the ad to go live immediately.

> *"I almost want to change that static ad to more of a general broad thing instead of the just targeted and the companies in the Zoom list I send you... I feel like we're maybe potentially boxing out other potential prospects or leads."*
> — Mike Stebbins

### Trade-off Acknowledged
Karly noted that general targeting doesn't guarantee the ZoomInfo companies will be reached, whereas account-based targeting would have ensured it. The team accepted this trade-off in exchange for broader reach and faster launch.

---

## Campaign Context

The NY campaign targets businesses in New York State that must comply with the cashless ban regulation taking effect **March 20th**. The campaign asset is a downloadable compliance guide, promoted via:

- LinkedIn ads (video boost + static)
- HubSpot email sequence to ZoomInfo contacts
- Landing page with form → confirmation page → guide delivery email

See [[wiki/knowledge/email-marketing/bluepoint-ny-campaign-email-flow]] for email sequence details.

---

## Key Insight (Generalizable)

**When account-based and broad targeting serve different goals, consider running them as separate ad sets rather than choosing one.** In this case, budget constraints led to a single ad using general targeting. If budget allows, a split approach — one static ad targeting the ZoomInfo list for multi-channel reinforcement, one with general targeting for net-new reach — would capture both benefits.

---

## Action Items from This Decision

- [x] Switch LinkedIn static ad targeting from account-based to general — *Karly Oykhman*
- [ ] Launch LinkedIn static ad — *Karly Oykhman*
- [ ] Deliver ZoomInfo company list to Karly for email sequence import — *Mike Stebbins*

---

## Related

- [[wiki/clients/bluepointatm/_index]]
- [[wiki/knowledge/crm/hubspot-product-service-field-sync-bug]]
- [[wiki/knowledge/website/bluepoint-website-change-approval-process]]