Digital MarketingService
Digital and Performance Marketing
Paid advertising for considered, high-value purchases, measured by the business it brings in.
Kaelo Global is a Dubai company licensed in Meydan Free Zone, with over 100 clients served so far.
At a glance
What it is
Many paid media reports describe what the dashboards say. Good work starts with measurement your finance team is willing to approve.
A principal, Kaelo Global digital marketing
Performance marketing for a freight forwarder or a clinic is very different from performance marketing for an online shop. The sales cycle is longer, there are fewer buyers and each one is worth much more, and the advertising platforms often have too little data to optimise well on their own.
We build for that reality. We agree conversion definitions that match how your sales team qualifies an enquiry, set up server-side tracking so the data is reliable, and report on the total cost of winning a customer compared with what that customer is worth. That gives you numbers your finance team can trust and a clear view of which campaigns to keep.
Much of our B2B performance marketing is for logistics and freight firms, where one good enquiry can lead to many shipments over time, and we plan campaigns with that in mind. A campaign that brings in fewer enquiries but more signed customers is the better campaign, and our reports are designed to show that clearly.
What's included
Six areas of scopePaid media planning and buying
Paid search, paid social, programmatic display and retail media networks, with plans built backwards from the margin you need to make.
Search and SEO
Technical SEO, content briefs written for the way people actually search, and the steady on-page work that builds results over time.
Conversion rate optimisation
Testing on your website, clearer enquiry journeys and a regular review that helps your team learn from each campaign.
Attribution and measurement
Pixel and server-side tracking, lift testing and a single revenue figure that marketing and finance both agree on.
Campaigns for logistics and freight
Search campaigns built around lanes, services and ports, with exclusions for parcel tracking and job seekers, so the budget reaches shippers who are ready to ask for a quote.
Checking lead quality
Enquiries are reviewed against the definition agreed with your sales team, and the results are fed back into the campaigns so the platforms learn which leads matter.
How the work runs
Measurement audit
A 2-week review of your tracking, pixels, server-side setup, attribution model and consent compliance. The result is one revenue figure that your finance team approves.
A plan built backwards from margin
A media plan written backwards from your target margin instead of a reach figure, with the channel mix chosen on economics that still hold without third-party cookies.
A fortnightly review
A regular review every two weeks that turns the data into decisions, run in a way your own team can learn to continue.
Quarterly experiments
Planned experiments on the channels and creative with the most room for improvement, with the results written up so the lessons carry forward.
When to come to us
- 01Your cost of acquiring customers has been rising for two quarters and your dashboards cannot explain why.
- 02You are launching a direct-to-consumer business and need measurement in place before the first paid campaign.
- 03You advertise on several channels and your finance team no longer trusts the revenue each channel reports.
- 04Changes to cookies and device privacy have weakened your current attribution.
- 05You sell a considered B2B service, such as freight or healthcare services, and your campaigns bring in plenty of enquiries but few customers.
What we do not do
- Running paid media without reliable measurement underneath it. If a brief asks us to spend before that exists, we will say so.
- Reporting impressions, reach or engagement as the main measures of success. We report on margin or repeat purchases, depending on your business.
- Keeping media buying margins or rebates. You receive net invoices and transparent reporting on all spend.
- Running influencer campaigns where the influencer is also our client. Any conflict is disclosed and resolved first.
Fixing the measurement before increasing the budget.
Many performance engagements begin with an audit of the tracking already in place. Once the numbers can be trusted, we reset the audience strategy and agree a regular review that your team can continue to run.
One agreed revenue figure for finance and marketing.
Where a group runs several brands, we tidy the tracking, set up server-side measurement and agree rules for removing duplicate conversions, so that finance and marketing work from the same number.
Common questions
