Device Segmentation Strategy Drives 157% YR1 Revenue Growth for IFAW
In short:
Delve Deeper helped IFAW, a global non-profit working to rescue and protect animals and their habitats, eliminate wasted spend on underperforming devices and redirect budget toward the segments that were actually converting.
The program gave the team precise control over device-level spend across brand and non-brand pillars — and unlocked significant performance gains heading into Q4.
The challenge:
Heading into end-of-Q4, IFAW needed to maximize YR1 ROAS and Revenue — but the account wasn’t structured to support that level of efficiency. Spend was being distributed across all devices without any differentiation, meaning budget was flowing to Tablets and TV Screens even where performance data clearly showed they weren’t delivering.
The team knew top-performing segments existed. What they needed was a way to isolate them, control spend at the device level, and stop subsidizing placements that were dragging down overall performance.
The question wasn’t whether device differences existed. The data already showed they did. The question was: how do you act on them without rebuilding the entire account from scratch?
The approach:
Delve Deeper analyzed device-level performance data using the Device report in Google Ads and identified clear efficiency differences across Desktops, Tablets, TV Screens, and Mobile phones. Desktop and Mobile emerged as the two top-performing devices — the ones worth doubling down on.
From there, Brand Search, Non-Brand Animal, and Non-Brand General campaigns were each segmented by device. Original campaigns were duplicated and rebuilt to target either Mobile or Desktop — whichever performed more efficiently for that campaign — while explicitly excluding the other. Tablets and TV Screens were cut from spend entirely.
This gave the team granular control over where budget was going and eliminated the drag of low-performing placements. The success of the initial segmentation also unlocked a second layer of optimization: campaigns were further divided into Tier 1 (top 3 keywords, phrase + exact match) and Tier 2 (remaining keywords including broad match) — concentrating the strongest signals where they mattered most.
Summary:
Delve Deeper Results:
The impact was immediate and significant. Comparing November 19–30 against November 7–18 — just two weeks post-segmentation — performance improved across every key metric.
YR1 Revenue grew by 157%, YR1 ROAS improved by 96%, Conversions increased by 60%, and Conversion Rate rose by 55%. Spend was up 31% — but it was now working considerably harder.
The results didn’t just validate the device segmentation strategy — they created the foundation for further account refinement, with keyword tiering unlocking an additional layer of scalable performance across the full campaign structure.