In Q1 2026, BluePoint ATM and Asymmetric agreed to launch a hyper-targeted digital advertising campaign focused on 12 distinct geographies (a mix of specific cities and states). The campaign uses both Google Ads and LinkedIn Ads, with each platform playing a different role based on its targeting strengths. Budget and target definitions were to be finalized by Wade and Mike using spreadsheets provided by the Asymmetric team.
This campaign represents a strategic shift from the broader, data-collection-oriented fall 2025 campaigns toward precision targeting of high-value B2B prospects.
| Platform | Strength | Limitation |
|---|---|---|
| LinkedIn Ads | Granular B2B targeting: job title, industry, company size, location (city or state) | Smaller audience reach; higher CPCs |
| Google Ads | Strong geographic targeting; broad reach | Cannot target by job title or industry; B2B audience signals are weak |
The recommended approach is to use LinkedIn for audience quality (reaching the right decision-makers) and Google Ads for geographic reach and search intent capture.
Mark Hope outlined two targeting philosophies discussed on the call:
The team's recommendation was a middle path: avoid extremes in either direction. Too narrow yields insufficient data; too wide wastes budget on irrelevant traffic. The goal is to learn from early traffic while maintaining reasonable precision.
The campaign targets 12 geographies — a combination of cities and states — to be defined by Wade and Mike. A key priority geography is New York State, driven by the [1] (effective March 20, 2026), which creates urgent demand from NY business owners seeking compliance solutions.
Additional states likely to follow New York's lead (e.g., California, Ohio) were flagged for proactive content creation even before legislation passes in those states.
Because BluePoint's conversions are form fills rather than direct purchases, bid strategy requires careful calibration:
Google's semantic search handles misspellings and close variants automatically. The team also plans to pull a Search Query Report from Search Console to identify actual search terms driving traffic and surface common misspellings worth targeting explicitly.
LinkedIn allows granular B2B targeting including:
Karly Oykhman committed to sending Wade and Mike a LinkedIn targeting spreadsheet outlining all available parameters so they could define their preferred audience filters and return them with budget allocations.
Note: Interest-based targeting is a Meta/Facebook feature and is not available on LinkedIn.
| Owner | Task | Status |
|---|---|---|
| Karly Oykhman | Send LinkedIn ad targeting spreadsheet to Wade & Mike | ☐ Open |
| Karly Oykhman | Send Search Query Report (from Search Console) to Wade & Mike | ☐ Open |
| Wade Zirkle & Mike Stebbins | Review targeting spreadsheets, define 12 geo targets, set Q1 budgets, return to Asymmetric | ☐ Open |
Discussed in the [7] call (January 7, 2026).