BluePoint NY Compliance — LinkedIn Ads Strategy

LinkedIn advertising strategy developed during the ^[1] NY compliance campaign strategy call. Part of a broader multi-channel push around the New York cash acceptance law (March 20, 2026 deadline).

See also: ^[2] · ^[3]

Budget

Total: $1,000/month (first month; revisit based on performance)

The split reflects the different roles each format plays: the video is a broadcast tool to build awareness across a wider audience, while the static ad is precision-targeted to drive form submissions from decision-makers.

Ad Formats

Video Boost

• Repurpose existing BluePoint video content
• Broader targeting parameters (department-level, not title-level)
• Goal: awareness and association with the NY compliance deadline

Static Image Ad

• Creative direction: Feature a photo of Governor Hochul to create immediate visual association with the legislation
• Crop out the NY State seal
• Use white text and white logo for contrast against the dark background
• Headline format: Deadline: March 20 (standalone line for urgency)
• Goal: drive clicks to the ^[4]

Targeting

Both the video boost and static ad should use identical targeting to ensure consistency across the campaign.

Include

• Job Functions: Operations, Finance, Treasury
• Job Seniority: Owner, C-Suite
• Mike Stebbins to provide a full list of specific job titles from their existing spreadsheet

Exclude

• Sales
• Business Development

Rationale: Existing lead data shows that inbound contacts carry a wide variety of titles, but the majority fall under Operations and Finance. Keeping job function targeting broad (rather than title-level) captures this variance while still filtering out irrelevant roles.

Action Items

• [ ] Karly (AAG): Update static ad creative — swap in Governor Hochul image (crop seal), convert to white text/logo, add "Deadline: March 20" line
• [ ] Karly (AAG): Set LinkedIn campaign budget to $1,000/mo ($500 video / $500 static)
• [ ] Karly (AAG): Ensure targeting parameters match exactly between video boost and static ad; remove Business Development from static ad targeting
• [ ] Mike Stebbins (BluePoint): Comment specific job titles into the strategy doc today
• [ ] Mike Stebbins (BluePoint): Confirm targeting exclusions are reflected in the doc

Strategic Notes

• Why exclude Sales/BD? The compliance decision is made by operations, finance, and ownership — not sales teams. Showing ads to sales roles wastes budget and dilutes lead quality.
• Why use Hochul's image? The governor is publicly associated with the legislation and has drawn attention from the NY business community. The image creates instant context and stops the scroll.
• Why keep the video targeting broader? Video serves an awareness function. Narrowing it to exact titles would reduce reach without meaningfully improving lead quality at that stage of the funnel.