As of the September 30, 2025 ad review call, Bluepoint's campaigns were generating strong top-of-funnel traffic (high impressions, healthy CTRs, low CPCs on most campaigns) but with two significant problems: broken conversion tracking inflating reported conversions, and unsustainably high CPCs on the Reverse ATM campaign. Bid adjustments were prescribed alongside conversion tracking fixes to bring the account into a manageable state.
See also: [1] and [2].
| Campaign | Impressions | Clicks | CTR | Avg CPC | Notes |
|---|---|---|---|---|---|
| PMAX | ~1,000,000 | ~6,000 | <1% | $0.09 | Likely display/discovery; conversions inflated by page views |
| Cashless ATM | ~7,000 | 654 | ~8% | ~$1.00 | Strong performance; no action needed on bids |
| Traditional ATMs | — | 155 | ~10% | ~$4.00 | CPC too high; target ~$2 |
| Reverse ATM | — | — | — | ~$13.00 | Unsustainable; reduce bids 75% immediately |
The $13 CPC on the Reverse ATM campaign was flagged as immediately unsustainable. The directive was to reduce bids by 75% and work back up incrementally from there.
"Take the bids down 75% and let's work back up." — Mark Hope
Rationale: Reverse ATM is functionally another way of targeting cashless ATM intent (different search terms, same product). Paying $13/click for a campaign with unverified conversion tracking is indefensible until the tracking is fixed and a real CPA can be established.
Owner: Gilbert
Current CPC of ~$4 was deemed too high for a finance-adjacent campaign at this stage. Target CPC should be brought down to approximately $2.
Owner: Gilbert
At ~$1 CPC with an 8% CTR, the Cashless ATM campaign is performing well. No bid adjustments recommended.
The PMAX campaign's $0.09 average cost and 1M impressions are impressive on the surface, but the value of those impressions is uncertain. No bid changes were made; the priority is fixing conversion tracking so PMAX performance can be evaluated meaningfully.
"Hard to complain about that right now, but I think they're probably largely worthless, right? But we'll see." — Mark Hope
Bid strategy decisions are unreliable until conversion tracking is corrected. The current setup counts page views as conversions, producing inflated conversion rates (e.g., 62% conversion rate, 3,000 "conversions" on the PMAX campaign). This makes it impossible to evaluate true campaign efficiency.
Required fixes before interpreting bid performance:
- Remove page views as a conversion action
- Set conversion value to 1 for all lead actions
- Resolve all "needs attention" conversion actions
- Ensure phone calls from landing pages are tracked (not just calls from ads)
See [1] for the full remediation plan.
Owner: Anup (ClickUp task, marked urgent)
"Before you do anything else, we need to get the conversions fixed... And there should be a conversion value. Since these are leads, the conversion value should be one." — Mark Hope
Bid strategy optimization is only meaningful when the signal Google is optimizing toward is accurate. Adjusting bids against corrupted conversion data risks training campaigns on the wrong behavior.