Square 2 & SEG · Paid Media Transition
Seamless Paid Media Transition & Optimization During SEG’s Acquisition of Square 2
When Square 2 was acquired by SEG, I was brought in as a contractor to lead the full-scale transition of all paid media operations. The acquisition presented an immediate need to migrate budgets, consolidate ad accounts, rebrand creative assets, and ensure continuity across performance, data tracking, and audience engagement — all without disrupting live campaigns or client results.
I was responsible for bridging the gap between two marketing organizations, preserving lead generation performance while aligning all assets under SEG’s infrastructure across Google Ads, LinkedIn Ads, and Meta Ads.
Scope of Work
- MCC Account Migration
- Campaign Rebuilds
- Ad Copy & Extensions
- Bid Strategy
- UTM & GA4 Tracking
- GTM Configuration
- Account Consolidation
- Audience Rebuilds
- Creative Rebranding
- Pixel & Tag Migration
- CRM Integration
- Cross-Platform Attribution
- Unified Dashboards
- Conversion Tracking Audit
- Pre/Post Performance Analysis
Objectives
Sustain ROAS, CPL, and lead volume throughout the transition without disrupting active campaigns or client deliverables.
Move all campaign budgets and accounts from Square 2 into SEG’s centralized Google MCC and Meta Business Manager structures.
Update all ad creatives and landing pages to reflect SEG’s identity and messaging standards across every platform.
Ensure zero disruption to conversion tracking, UTM parameters, and data attribution across all platforms and CRM tools.
Strategy & Execution
Cross-Channel Budget & Campaign Audit
- Conducted a complete audit of all active paid campaigns across Google, LinkedIn, and Meta
- Documented Square 2’s monthly spend by client, campaign type, and platform
- Built a budget ledger mapping ownership transitions between Square 2 and SEG
- Flagged duplicate spend risks, transition costs, and performance dependencies
Platform-Specific Execution
Google Ads Migration
- Migrated all client accounts to SEG’s Google MCC (My Client Center) structure
- Rebranded ads with new headlines, descriptions, sitelinks, and landing page URLs
- Rebuilt performance-focused campaigns using Target CPA and Max Conversions bidding
- Preserved top-performing campaign structures to reduce unnecessary resets
- Verified and updated all UTM parameters for accurate source/medium tracking in GA4
- Coordinated with SEG’s dev team to ensure proper GTM event firing across pages
LinkedIn Ads Migration
- Exported audience rules and campaign data from Square 2’s Campaign Manager
- Rebuilt all custom and lookalike audiences in SEG’s account using updated persona segmentation
- Updated exclusion lists to reduce redundancy and improve ROAS
- Rewrote LinkedIn ad copy and rebranded creatives to align with SEG’s messaging standards
- Integrated all lead gen forms into SEG’s HubSpot CRM and validated conversion tracking
Meta Ads Migration
- Transferred all ad accounts, audiences, and tracking pixels to SEG’s Meta Business Manager
- Reassigned ownership and permissions, consolidating billing and campaign control
- Rebuilt key campaigns with updated creative, audiences, and tracking configurations
- Verified all custom conversions and pixel events were active post-migration
- Refreshed retargeting audiences using new UTM-tagged traffic from SEG pages
Conversion Tracking & Analytics
- Implemented updated GTM containers across all client domains
- Confirmed LinkedIn Insight Tag, Meta Pixel, and Google Ads conversion tags were firing properly
- Linked Google Analytics and CRM tools across legacy and SEG platforms
- Built a unified reporting framework to measure pre- and post-migration performance
Results
A Seamless Transition with Zero Performance Loss
ROAS and lead volume were fully sustained throughout the transition period — no disruption to live campaigns or client deliverables.
All creative assets and landing pages were rebranded under SEG’s identity within 8 weeks of the acquisition announcement.
Conversion tracking and data continuity were preserved across all platforms, ensuring clean pre- and post-migration reporting.
All Google, Meta, and LinkedIn assets successfully migrated to SEG’s centralized account structures.
Leadership gained real-time visibility into campaign performance via centralized dashboards built post-migration.
Refined segmentation improved targeting efficiency and lead quality mid-transition across all three platforms.
Conclusion
This engagement required equal parts strategic planning and precise execution. Managing a live paid media migration across three platforms during an active acquisition — without losing performance or data integrity — demanded deep technical expertise and rigorous project management.
The result was a fully consolidated, rebranded, and optimized paid media program operating under SEG’s infrastructure, with stronger audience targeting, improved attribution, and a unified reporting framework ready to scale.