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. This included full ownership of strategy, execution, and platform-level migration across Google Ads, LinkedIn Ads, and Meta Ads.

Objectives

  • Maintain performance benchmarks for ROAS, CPL, and lead volume during the transition

  • Migrate all paid media campaigns, budgets, and accounts into SEG’s centralized structure

  • Rebrand and update all ad creatives and landing pages to reflect SEG’s identity

  • Consolidate tracking, reporting, and attribution across all platforms

  • Ensure zero disruption to conversion tracking or campaign delivery

  • Centralize platform ownership under SEG’s MCC (Google) and Business Manager (Meta)

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 between Square 2 and SEG

  • Flagged duplicate spend risks, transition costs, and performance dependencies

Platform-Specific Execution

Google Ads (Search & Display)

  • 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, reducing unnecessary resets

  • Verified and updated all UTM parameters and ensured accurate source/medium tracking in GA4

  • Coordinated with SEG’s dev team to ensure proper GTM event firing across pages

LinkedIn Ads (Sponsored Content & Lead Gen)

  • 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 and vertical segmentation

  • Updated exclusion lists to reduce redundancy and improve ROAS

  • Rewrote LinkedIn ad copy and rebranded creative assets to align with SEG’s messaging and visual standards

  • Ensured seamless experience for mid-funnel and retargeting audiences by maintaining consistent messaging

  • Integrated all lead gen forms into SEG’s CRM (HubSpot) and validated conversion tracking

Meta Ads (Facebook & Instagram)

  • 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 in SEG’s account with updated creative, audiences, and tracking

  • 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 across platforms

Results

  • No Drop in Performance: ROAS and lead volume were sustained throughout the transition period

  • Fully Rebranded Campaigns: All creative assets and landing pages rebranded within 8 weeks of the acquisition announcement

  • Zero Attribution Loss: Conversion tracking and data continuity preserved across all platforms

  • Complete Account Consolidation: All Google, Meta, and LinkedIn assets migrated to SEG’s centralized accounts

  • Streamlined Reporting: Leadership gained real-time visibility into campaign performance via centralized dashboards

  • Improved Audience Quality: Refined segmentation improved targeting efficiency and lead quality mid-transition

Google Paid Search

Keyword Research & Targeting
Ad Copy Creation
Ad Extensions
Bid Strategy
A/B Testing
Conversion Tracking
Performance Monitoring