In the Q1 2026 planning session, BluePoint ATM and the Asymmetric team aligned on a targeted digital advertising campaign spanning 12 distinct geographies (a mix of cities and states). The campaign uses two platforms with complementary strengths: LinkedIn for B2B audience filtering and Google Ads for intent-based and geographic targeting. A dual-bid strategy separates low-intent traditional ATM searches from high-intent reverse ATM searches.
This campaign also incorporates a time-sensitive opportunity: the [1], effective March 20, 2026.
LinkedIn is the primary B2B targeting vehicle for this campaign. Available targeting dimensions include:
Trade-off: Granular targeting reduces audience size but increases relevance. The team agreed to avoid going too narrow in the initial phase to preserve learning signal.
LinkedIn does not support interest-based targeting the way Meta does, but the job title + industry combination is sufficient for reaching B2B decision-makers at venues likely to need reverse ATMs.
Google Ads is used primarily for geographic and intent-based targeting. Key characteristics:
A search query report pulled from Search Console will be shared with the client to surface actual organic search terms, which will inform keyword selection and negative keyword lists.
A tiered bidding approach separates traffic by intent level:
| Search Type | Example Terms | Bid Target | Rationale |
|---|---|---|---|
| Traditional ATM searches | "ATM machine," "ATM for my business" | ~$1/click | Low intent; use to educate on reverse ATMs |
| Reverse ATM searches | "reverse ATM," "cash to card kiosk" | ~$10/click | High intent; user already knows the product |
For traditional ATM clicks, the recommended landing page strategy is to redirect users to content explaining what a reverse ATM is — capturing prospects who have the right type of business but haven't yet discovered the product category.
Note from Mark Hope: "If somebody's actually searching for reverse ATM, we want to bid big because this is somebody who knows what they're talking about. You might bid $1 a click for the other guy."
The campaign targets 12 geographies — a combination of high-priority cities and states. Specific markets were not finalized in this session; Wade and Mike are reviewing a targeting spreadsheet sent by the Asymmetric team and will return it with confirmed geographies and a budget allocation.
Priority market flagged: New York State, due to the March 20 cashless ban. See [2].
Mark Hope outlined two approaches to audience scoping:
The recommendation for BluePoint's Q1 campaign is a middle path: avoid extremes in either direction. Too narrow yields too little data to optimize; too wide dilutes spend on irrelevant audiences.
"Don't go too wide, but don't go too narrow. Try to have some breadth because you're going to learn from this traffic." — Mark Hope
BluePoint's conversion model differs from e-commerce. A "conversion" is defined as a form fill (contact/inquiry submission), not a direct purchase. The team discussed how to assign value to form fills:
This framework will inform bid strategy adjustments as campaign data accumulates.
| Owner | Action |
|---|---|
| Wade Zirkle | Return Google Ads targeting spreadsheet with confirmed geographies and budget |
| Asymmetric (Karly) | Send LinkedIn and Google Ads targeting options spreadsheet to Wade & Mike |
| Asymmetric (Karly) | Send Search Console search query report to client |
| Asymmetric team | Begin NY cashless ban content and ad targeting |