During the Q1 2026 strategy review, BluePoint ATM and Asymmetric aligned on a hyper-targeted LinkedIn advertising approach focused on 12 distinct geographies. LinkedIn was selected as the primary B2B targeting vehicle due to its granular audience controls — specifically the ability to filter by job title, industry, and location simultaneously. This document captures the targeting rationale, platform capabilities, and recommended approach.
LinkedIn offers targeting dimensions that Google Ads cannot match for B2B outreach:
| Targeting Dimension | Google Ads | |
|---|---|---|
| Job title | ✅ Yes | ❌ No |
| Industry type | ✅ Yes | ❌ No |
| Geographic (city/state) | ✅ Yes | ✅ Yes |
| In-market audiences | Limited | ✅ Yes (consumer-focused) |
Google Ads' in-market audiences are primarily consumer-oriented. For BluePoint's use case — reaching facility managers, operations directors, and business owners at venues like stadiums, arenas, and waterparks — LinkedIn's professional graph is the more effective instrument.
"LinkedIn, you can get very specific in your targeting. You can set location — city or state. You can set job title. You can set industry type. You can get very granular on LinkedIn." — Karly Oykhman
The Q1 campaign targets 12 distinct geographies, a mix of cities and states. Priority markets include:
Stacking multiple filters (title + industry + geography) will reduce total audience size but increase relevance. The team acknowledged this trade-off explicitly:
"Doing that, you're going to limit your audience, but it will be more targeted — there's kind of pros and cons to that." — Karly Oykhman
Mark Hope's guidance: avoid going too narrow (fewer than ~10 visitors yields no learnable signal) or too wide (dilutes spend). Start moderately constrained and adjust based on impression volume.
BluePoint's conversion path is longer than a direct e-commerce sale — a "conversion" is a form fill that may take months to close. This affects how bids should be structured:
Ad creative was informed by a competitor analysis Asymmetric conducted, reviewing competitors' LinkedIn content, post types, engagement rates, and posting cadence. Key inputs:
The LinkedIn content strategy document (including proposed post schedule and hooks) was to be shared with Wade and Mike for feedback before launch.