This document discusses how a company used data from Google AdWords campaigns to improve targeting for UNICEF and Arlanda Express clients. They ingested audience insights into a proprietary data management platform (DMP) to refine user profiles, then pushed this data back to AdWords to improve remarketing lists and campaign performance. For UNICEF, they saw an 8x increase in conversion rate and 1037% increase in ROI. For Arlanda Express, generic keywords saw a 302% increase in click-through rate and 83% decrease in cost-per-acquisition. The company then applied this approach to Facebook using similar techniques to rewrite pixel tracking code and ingest DMP data, seeing a 2.3x increase in conversion rate