For the BluePoint ATM New York cashless ban compliance campaign, the LinkedIn static ad targeting strategy was shifted from account-based targeting to general targeting. This decision unblocked the ad's immediate launch and broadened the potential audience beyond the ZoomInfo prospect list.
The campaign runs alongside a LinkedIn video boost ad (already live with general targeting) and a HubSpot email sequence targeting ZoomInfo contacts directly.
Related client: [1]
| Ad Type | Targeting Approach | Status |
|---|---|---|
| Video Boost | General (broad) | Launched |
| Static Image | General (broad) — changed from account-based | Ready to launch |
| Email Sequence | ZoomInfo list (account-based) | Pending list delivery |
The static ad was designed as an account-based complement to the email sequence — targeting the same specific companies being emailed to create multi-channel pressure on known prospects.
Mike Stebbins raised concerns about over-relying on the ZoomInfo list and potentially excluding prospects outside it. The team agreed to switch to general targeting for the static ad for two reasons:
"I almost want to change that static ad to more of a general broad thing instead of the just targeted and the companies in the Zoom list I send you... I feel like we're maybe potentially boxing out other potential prospects or leads."
— Mike Stebbins
Karly noted that general targeting doesn't guarantee the ZoomInfo companies will be reached, whereas account-based targeting would have ensured it. The team accepted this trade-off in exchange for broader reach and faster launch.
The NY campaign targets businesses in New York State that must comply with the cashless ban regulation taking effect March 20th. The campaign asset is a downloadable compliance guide, promoted via:
See [2] for email sequence details.
When account-based and broad targeting serve different goals, consider running them as separate ad sets rather than choosing one. In this case, budget constraints led to a single ad using general targeting. If budget allows, a split approach — one static ad targeting the ZoomInfo list for multi-channel reinforcement, one with general targeting for net-new reach — would capture both benefits.