Summary
First paid touch ever against the Enterprise landing page. Two campaigns: branded defense (anyone Googling Blockstream's enterprise offering lands on us, not on a third party) and unbranded discovery (institutional buyers actively shopping for bitcoin custody / treasury / tokenization).
It's deliberately lean. Tier-1 geo only, presence-based targeting, no search partners, conservative match types, heavy negative lists. Designed to produce clean baseline data — not to chase scale.
Campaigns
Brand | Search | Enterprise
Paused · Ready
Purpose
Capture branded queries searching specifically for Blockstream's enterprise offering. Defensive — keep Blockstream's own page above any third-party result.
Budget
$20/day · Maximize Clicks (TargetSpend)
Keywords
3 EXACT + 3 PHRASE —
blockstream enterprise, blockstream custody, blockstream institutional, blockstream tokenizationNegatives
7 — keep retail and noise traffic out (jade, jade plus, price, news, stock, jobs, careers)
Geo
12 tier-1 markets, presence-only
Campaign ID
23815775883Ad creative
10 headlines (≤30 chars each)
Blockstream Enterprise 22
Institutional Bitcoin Custody 29
Bitcoin Custody for Banks 25
Treasury & Tokenization 23
HSMs for Key Protection 23
AMP on Liquid Network 21
Policy-Based Workflows 22
Compliance & Audit Trails 25
Built for Custodial Banks 25
Enterprise Bitcoin Solutions 28
4 descriptions (≤90 chars each)
Bitcoin custody, treasury and tokenization for banks, prime brokers, and asset managers.88
Multi-layered infrastructure with isolated HSMs and cryptographic audit trails.79
API-driven asset issuance on Liquid Network. Built for compliance and operational control.90
Contact us for Blockstream Enterprise custody and tokenization.63
Unbranded | Search | Enterprise
Paused · Ready
Purpose
Capture institutional buyers actively shopping for the product Blockstream sells. High-intent unbranded discovery — not awareness, not learning-stage queries.
Budget
$30/day · Maximize Clicks (TargetSpend)
Keywords
2 EXACT + 10 PHRASE — institutional bitcoin custody, enterprise bitcoin custody, bitcoin custody platform / solution / for banks / API, corporate bitcoin treasury, digital asset / bitcoin tokenization platform, qualified custodian bitcoin
Negatives
31 — guard rails against retail, news, learners, job seekers, social research, wrong product
Geo
12 tier-1 markets, presence-only
Campaign ID
23825578930Ad creative
14 headlines (≤30 chars each)
Institutional Bitcoin Custody 29
Bitcoin Custody for Banks 25
Enterprise Bitcoin Solutions 28
Treasury & Tokenization 23
Built for Custodial Banks 25
HSMs for Key Protection 23
Multi-Layered Infrastructure 28
Cryptographic Audit Trails 26
Policy-Based Workflows 22
Compliance & Audit Trails 25
AMP on Liquid Network 21
API for Asset Issuance 22
Segregated Account Controls 27
Operational Control 19
4 descriptions (≤90 chars each)
Bitcoin custody, treasury and tokenization for banks, prime brokers, and asset managers.88
Multi-layered infrastructure with isolated HSMs and cryptographic audit trails.79
API-driven asset issuance on Liquid Network. Built for compliance and operational control.90
Contact us for Blockstream Enterprise custody and tokenization.63
Both campaigns share a single RSA — same descriptions across both, headlines tuned per intent (brand-led on the brand campaign, product-led on the unbranded campaign).
Baseline metrics to capture
Targets aren't goals — they're rough orientation. We don't know what institutional bitcoin custody clicks cost yet; that's exactly what this MVP is supposed to tell us.
CPC range
$5 – $15
B2B finance terms; we'll learn the actual range
Branded CTR
>15%
Below this and the page or copy is misaligned
Unbranded CTR
2 – 5%
Standard for top-position B2B unbranded
Form submits
≥ 1 / week
Conversion = Typeform submit on /enterprise/
Also tracking, but not target-bound: search-query mix (junk vs. on-target), impression share, geo distribution of traffic, share of negatives that fired, branded vs. unbranded volume ratio.
Definition of done
After ~3 workflow cycles (Mon/Wed/Fri × 3 weeks ≈ 21 days), we should be able to answer:
What does institutional bitcoin custody traffic cost on Google? Establish a real CPC range for the keyword set. Anchor to actual delivery, not Ahrefs estimates.
Is brand search worth defending? If branded volume is <5 clicks/week, the campaign isn't earning its budget — pause it.
Which unbranded keywords are signal vs. noise? Pull the search-term report; promote 2–3 best to EXACT, demote or negative-list the worst.
Did anyone submit the form? A single qualified inbound from this MVP justifies a 90-day extension. Zero submits over 21 days at >100 clicks suggests the page or the offer needs work — not the ads.
Decision: scale, refine, or kill. No fence-sitting after the third cycle.
Explicitly not in scope (MVP)
- Bid optimization — no tCPA / tROAS until volume justifies it
- Creative testing — single RSA per ad group; no variants
- Audience expansion — no in-market or affinity layered on
- Retargeting / display / YouTube — search only
- Conversion-value bidding — we don't have a credible value per form-fill yet
- Landing-page testing — single LP this cycle; LP optimization is a separate workstream
Risks & open questions
- Volume might be too low to learn from. 21 days × $50/day = $1,050; if average CPC is $12, that's ~88 total clicks — fine for keyword-level signal but thin on conversion data
- Form-fill is the only conversion event. Sales-cycle leads don't convert in a click; need to plug Salesforce or HubSpot stages back into Google Ads if scaling
- Brand-defense ROI is unknowable in isolation — would those clicks have come organically anyway? Worth an incrementality test only if branded volume turns out higher than expected
- Negative list has false positives. Words like "app" might block legit institutional searches ("custody app for treasury teams"). Watch the search-term report and trim aggressive negatives if so
Pointers
Brand campaign log
google-act-2026-05-05-01 in projects/ads-management/google-ads/actions-log.jsonUnbranded campaign log
google-act-2026-05-05-02 in projects/ads-management/google-ads/actions-log.jsonLanding page
https://blockstream.com/enterprise/First impact review
2026-05-12 (7 days post-creation, scheduled in ledger)