How MAP Achieved 5.5x RoAS During the Gaza Emergency Response
In short:
Delve Deeper partnered with Medical Aid for Palestinians (MAP) to transform their paid media performance. Through strategic control of paid search and social, geographic segmentation, and rapid responsiveness to urgent global events, Delve Deeper nearly doubled MAP’s YR1 RoAS, achieving peak in-month performance of 5.5x during critical fundraising windows.
The challenge:
Medical Aid for Palestinians faced a rapidly evolving media landscape where agility, precision targeting, and efficiency were paramount. Previously managed by another agency, MAP’s Paid Social and SEM channels were underperforming against their growth potential. With an urgent need to optimize performance ahead of their most critical fundraising period—Ramadan—and to navigate unforeseen humanitarian crises like the Gaza emergency, MAP required a partner that could not only stabilize but scale their digital fundraising efforts rapidly.
The approach:
Delve Deeper took full ownership of MAP’s paid media programs in early 2025. We established a rigorous geographic segmentation model, categorizing markets into three tiers based on historical performance and growth potential. This allowed for dynamic budget allocation, reduced inefficient spend, and empowered real-time optimization as market conditions shifted.
Simultaneously, we built a highly adaptive media operation capable of pivoting creative messaging and bidding strategies within days when emergency response campaigns were required. This fast-cycle iteration process enabled MAP to maximize donor engagement precisely when urgency and donor intent were highest.
Summary:
Delve Deeper Results:
By April 15, 2025, Delve Deeper’s new segmentation and media strategies were fully live. Despite historically strong seasonal performance in March, the new approach drove YR1 RoAS gains of 67.5% on SEM, 110.3% on Meta, and 99% across all channels compared to the previous period.
During the high-urgency Gaza crisis response in May, we delivered an extraordinary 5.5 in-month YR1 RoAS—far surpassing program expectations and providing MAP with both the immediate funds and long-term donor base expansion they urgently required.