Social Marketing
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Demand Generation
Square's Demand Generation Marketing team delivers exceptional results through a high-volume, multi-channel strategy, producing over 4,373 digital and sponsored social ads, 63 targeted landing pages, and 45 direct mail campaigns annually at peak capacity. Operating through an efficient weekly batch system, our team manages rapid turnaround times across diverse marketing channels while collaborating closely with Creative, Strategy, CRO, Localization, and other cross-functional teams. Through continuous testing and refinement, we've optimized performance and established Demand Generation as Square's most profitable marketing division, consistently scaling output while maximizing ROI.
Batch Template Systems
The DG batch system operates as a fixed-cadence, factory-style workflow for handling low-lift, repeatable work such as social static ads. It follows a shared calendar with standardized steps, separate from larger bespoke projects. Briefs submitted before deadlines are batched together, with copy, legal, PD, and creative reviews scheduled on specific days, culminating in a single, predictable asset handoff date for the entire batch. As Production Designers, we collaborate with the creative team to build templates based on channel and industry standards—informed by strategy and testing data—allowing us to quickly incorporate copy, promotions, and images according to brief requirements and deliver with lightning speed and efficacy.
Meta Ads
Meta stands as the cornerstone paid social channel for new seller acquisition, leveraging the world's largest social media platform with its impressive 3 billion monthly active users and 2 billion daily active users. With our substantial ~$26 million annual budget positioned to reach approximately 300 million potential sellers in 2025/26.
The teams comprehensive approach combines strategic creative, compelling copy, optimized landing pages, and precise audience targeting to both reach new prospects and retarget those who've shown interest. The platform's versatility allows us to deploy various ad formats—including carousel, video, and static images—across multiple placements such as In-Feed, Instagram Stories, and Instagram Reels.
Native Ads
Native advertising reaches prospective sellers through Prospecting and Retargeting tactics, appearing as seamless article thumbnails within website content. These ads engage users naturally when they're researching solutions or consuming content, creating effective touchpoints at moments of high interest.
Our ads are strategically positioned along content edges or between paragraphs using criteria that ensure both relevance and brand safety. Careful targeting places our message alongside content that resonates with seller needs. The format works consistently across all devices and platforms—desktop, mobile, tablet, web, and apps—providing comprehensive coverage throughout the customer journey.
Apple Search Ads
Apple Search Ads connects users with our app in the App Store through exact, broad, and search match keywords—functioning much like traditional search engine marketing. This targeted approach captures user intent at the critical moment of discovery, placing our solution directly in front of people actively searching for relevant capabilities. Apple has expanded our reach beyond standard search results with new placements on the today and search tabs. Their Custom Product Pages (CPP) feature enables us to create tailored landing experiences within the App Store, highlighting specific features for different audience segments and driving more relevant conversions.
