BluePoint ATM runs two active Google Ads campaigns — a Reverse ATM search campaign and a Performance Max (PMAX) campaign — both targeting national audiences. As of the March 2026 review, both campaigns are performing well on efficiency metrics but are constrained by budget. A third campaign targeting New York concluded in March 2026, freeing $30/day for reallocation.
This article documents the campaign structure, performance benchmarks, budget decisions, and landing page strategy discussed during the [1] monthly review.
| Metric | Value | Context |
|---|---|---|
| Impressions (30 days) | 660 | Budget-limited |
| Clicks (30 days) | 42 | — |
| CTR | 6.36% | Strong for finance/B2B |
| Avg. CPC | $5.00 | Efficient for the category |
| Impression Share | 11% | Appears in ~11 of 100 searches |
| Daily Budget | $8/day | Well below Google's recommendation |
Interpretation: The campaign is performing efficiently — a 6.36% CTR and $5 CPC are strong signals — but the 11% impression share reveals that budget is the primary constraint, not ad quality or relevance. The campaign is winning when it shows up; it just isn't showing up often enough.
Running concurrently with the Reverse ATM campaign. Specific PMAX metrics were not detailed in the March review, but the campaign was confirmed active and included in the budget reallocation decision.
Reallocate the $30/day freed from the NY campaign back into the Reverse ATM and PMAX campaigns. Total budget remains at $1,500/month.
"We can allocate that $30 across those campaigns that are working." — Mark Hope
Google's own budget recommendation for the Reverse ATM campaign is ~$50/day. At that level, the projected outcome is approximately 25 clicks/day vs. the current ~8 clicks/day. The click-to-budget relationship is approximately linear (elastic), meaning incremental budget directly yields incremental clicks at the current quality level.
Landing page optimization was flagged as high priority for both the Reverse ATM and PMAX campaigns. Currently, ad traffic routes to general website pages rather than dedicated, campaign-specific landing pages.
"If you get a higher quality score, you pay less for a click, and you get more ad rank. Google rewards you if you have a really good quality score on a keyword." — Mark Hope
Mike Stebbins confirmed reviewing the Reverse ATM landing page and identified needed updates. Landing page edits for both PMAX and Reverse ATM were designated the top content priority, above social media and blog content.
Owner: Mike Stebbins & Wade Zirkle (provide edit list) → Karly Oykhman (implement)