Case Study: Lookalike Audience Success – How Better Data Made Better Audiences

Turning Insights Into Audiences for a B2C Client

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.

The sales team began tagging opportunities in their CRM with estimated net worth—data that had never been consistently collected before. After a couple of months, enough information was logged for us to build a new Meta Lookalike Audience modeled on their most valuable customers.

That audience started small—as a test group alongside new creative—but the early results were too strong to ignore. As performance continued to improve, we scaled the budget accordingly to maximize returns and growth—eventually increasing it by 6x. The campaign has since become the account’s primary Meta effort, and the results continue to grow:

• Total Opportunity Value (potential deal value) is up 79% compared to the prior top-performing Facebook campaign

• Average Opportunity Value has increased by 27%

• Cost-per-Opportunity has dropped by 11%

• Unqualified lead volume is at an all-time low

The client is now pacing toward their best revenue month in company history, right on the heels of an all-time best quarter, a win made possible by aligning ad targeting with real business value.

Growing Nonprofit Impact Through Data-Driven Audiences

Another client, a nonprofit organization focused on growing donations, saw equally powerful results. Instead of casting a wide net using past donor lists, we focused on their highest-value donors, building a Lookalike Audience around them and regularly updating it as new donation data came in.

The result? Monthly donation volume from Meta ads jumped from a baseline of 1–20 per month to consistently 50+ donations each month. This wasn’t a one-time spike—it was sustainable growth powered by a data-first approach to audience development.

Stronger Data, Stronger Lookalike Audiences

What these examples reinforce is something we emphasize often: performance marketing isn’t only about clever creative or platform tricks. It’s about syncing ad platform signals with your business’s real success metrics. Lookalike audiences are only as good as the data they’re built on, and when that data reflects actual customer value—net worth, donation size, lifetime value—they can become the most powerful audiences in your media mix.

When marketing and business data work together, performance follows. These two clients are living proof.