How a Strategic Replatforming Approach Delivered +98% More Opportunities

For nearly a decade, Workshop Digital has partnered with an enterprise Fortune 500 B2B financial services client, building a paid media program designed to scale, evolve, and grow alongside their business. From campaign-level fine-tuning to full-scale platform transitions, our north star has always been the same: campaign strategies that drive strong ROI.

In 2024, the client was preparing to consolidate five Content Management Systems (CMS) into two and migrate all tag management to a new Adobe Tags instance. This was a massive operational lift with 300+ active campaigns and $1.8 million in annual media spend at stake.

Campaign disruption wasn’t an option.

While internal teams managed the replatforming behind the scenes, Workshop Digital was charged with keeping the performance steady, the tracking intact, and the momentum moving forward.

The client needed a strategic partner who could adapt to enterprise-wide change without sacrificing performance. They needed a strategy that could protect performance in the short term and accelerate growth in the long term without missing a beat.

Enterprise-level replatforming doesn’t just affect web performance—it affects every part of the funnel, from campaign optimization to reporting accuracy. From broken URLs and tracking gaps to misaligned conversion data, even a well-planned migration can quietly derail campaign performance if not managed carefully.

Our client’s internal team led the technical transition, but with over 300 live campaigns and dozens of product lines in play, they needed a strategic partner to protect media performance and mitigate risk along the way.

Some of the most pressing challenges included:

• Tracking disruptions caused by phased CMS migrations and redirected URLs

• Loss of bidding signal quality as tag-based conversions were gradually phased out

• Fragmented campaign data across multiple products, teams, and platforms

• Risk of wasted ad spend from broken landing pages and dropped remarketing audiences

• Potential loss of remarketing lists due to new URLs, requiring the creation of new audiences ahead of time

• Gaps in campaign visibility as legacy reporting tools became obsolete, and new data sources had to be integrated mid-flight

All of this needed to be addressed without slowing momentum or stalling ROI growth.

The goal was to maintain campaign stability, preserve data quality, and continue optimizing toward long-term business outcomes, even in the middle of operational upheaval.

In short, they needed a performance strategy built for uncertainty. One that could flex with the transition while still pushing results forward.

We helped ensure a smooth transition and strong results by focusing on two parallel priorities: stabilizing performance during the replatforming and evolving the media program to drive better returns.

Stabilizing Performance:

• Shifted campaign optimization from tag-based to offline conversions, using first-party lead data (MELs, MQLs, Opportunities) integrated via Marketo and Google Ads
• Built pre-migration audience lists using consistent URL structures to preserve remarketing continuity
• Developed a custom redirect monitoring script to quickly flag and update ad URLs, avoiding broken links and maintaining Quality Scores
• Validated offline conversion signal quality through manual import testing before switching bid strategies

Improving ROI Across 300+ Campaigns:

• Partnered with the client’s analytics team to consolidate 12 mid- and lower-funnel KPIs into four high-impact business conversions: Marketo MELs, Marketo MQLs, Marketo Opportunities, and GA4 Leads.

• Streamlined shared budgets and bid strategies across three business units and 20+ product groups

• Enabled automated budget reallocation to higher-performing segments

• Improved scalability and reporting accuracy through simplified campaign structure and measurement logic

Despite the complexity of the replatforming effort, we helped our client not only maintain but also dramatically improve performance through proactive planning and continuous refinement.

2024 Results

• -32% Cost per Demo Lead YoY ($144 > $98, Jan-Nov comparison)

• Budget was automatically reallocated toward top-performing segments using shared budgets and custom bidding strategies

2025 Q1 Results (YoY)

• +98% Increase in Opportunities (62 > 123)

• -42% Decrease in Cost per Opportunity ($7,321 > $4,229)

• Cost per MQL: $269 (15% below the $315 target)

It wasn’t just about driving more leads; it was about driving better leads with cleaner data, smarter allocation, and stronger business alignment.

Replatforming doesn’t have to mean disruption if your strategy accounts for it. You don’t need to scale your budget to scale your performance; you need smarter tracking and bidding to reduce costs and improve lead quality.

If your business is going through a platform migration, new product launch, or internal restructure, we’ll help you maintain steady paid media performance and keep your pipeline strong. Let’s talk about what’s changing and how we can support your growth.