Predictive models are powerful tools for making smarter marketing decisions, but as with any model, the details matter. One common consideration is whether to include source as a variable. At first glance, it makes sense since different audiences generate different types of leads. But when predictive values are used not just for reporting, but for network optimization, including source as a variable can introduce risks that undermine campaign performance.

At Working Planet, we believe data should do more than sit in dashboards—it should drive better decisions and better business outcomes. That’s why when one of our clients mentioned their ideal customers tend to have higher net worths, we didn’t just nod and move on. We worked with their sales team to operationalize that insight. The results? Record-breaking post-marketing net profit, more qualified leads, and better return on ad spend.

We recently launched paid ads for a client that had never really leaned on digital advertising before. They’d done some smaller tests in the past, but nothing that stuck, and definitely nothing that contributed meaningfully to revenue. That changed in September. We rolled out a full-funnel strategy designed not just to capture leads but to actually grow the business. Six months later, monthly recurring revenue is up 43%, and paid ads are now driving over 17% of total month

Using a strategic, low-risk testing approach, we uncover the real value of a new ad network, unlocking efficient lead generation.