Device Segmentation Unlocks Scalable Growth for CARE's Brand Search Campaign
In short:
Delve Deeper helped CARE, a global non-profit humanitarian organization, identify where its branded search campaign was actually performing — and restructure around that insight to scale efficiently heading into Q4.
By separating device segments into dedicated campaigns, the team gained precise spend control, unlocked the scaling potential of top-performing traffic, and drove over $150K in revenue at a 2.92 blended ROAS.
The challenge:
During Q4, CARE’s branded search campaign was showing early signs of success. But when the team looked closer, it wasn’t clear where those signals were coming from — or where to confidently push harder.
The usual segmentation levers — age, gender, ad performance — revealed only incremental differences. Nothing that could support a meaningful scaling decision. Budget was being distributed across devices without differentiation, which meant high-performing segments were being held back by the inefficiency of lower-performing ones running alongside them.
Without a clear area of strength to build on, increasing spend felt like a risk rather than an opportunity.
The approach:
Delve Deeper ran a device-level performance analysis and found what the standard segmentation levers had missed. The data told a clear story: Computers were driving the strongest ROAS at 3.26. Mobile Phones had the highest spend but the lowest efficiency at 1.02 ROAS. Tablets showed minimal spend but relatively solid performance at 0.92 ROAS.
Each device was behaving differently — and being treated the same. That was the problem.
On November 24th, Mobile Phones and Tablets were broken out into a separate campaign, freeing the computer segment to scale independently without being constrained by mobile inefficiency. Budget could now follow performance: the high-performing computer campaign had room to grow, and tablet traffic — previously buried — had its own space to develop.
Delve Deeper led the device performance analysis, campaign restructuring, and optimization strategy throughout, ensuring CARE could scale into Q4 with confidence rather than guesswork.
Summary:
Delve Deeper Results:
Post-segmentation (November 24 – December 31), both campaigns performed. The computer campaign scaled to a 3.66 ROAS — a 12% improvement over its pre-segmentation baseline. The mobile and tablet campaign delivered a 1.30 ROAS, up 28% from where mobile had been performing on its own.
Combined, the two campaigns drove over $150K in revenue at a 2.92 blended ROAS, while keeping total spend controlled.
The team didn’t just get better numbers — they got a clearer picture of where performance was coming from, and a structure built to keep improving it.