Kaelo Digital Marketing · Service
Digital & Performance Marketing
Paid acquisition for considered, high-ticket purchases — measured on what closed.
At a glance
What it is
“Most paid-media reports describe what the dashboards say is happening. The work begins with a measurement architecture that the finance team is willing to approve.”
A Kaelo Digital Marketing principal
What’s included
Four areas of scopePaid media planning & buying
Paid search, paid social, programmatic display, retail-media networks. Plans built backwards from a contribution-margin target.
Search & SEO
Technical SEO, content briefs that survive the algorithm, and the unglamorous on-page work that compounds. Not a keyword spreadsheet.
Conversion-rate optimisation
On-site experimentation, funnel design, and the operating cadence that lets the team learn between cycles.
Attribution & measurement
Pixel and server-side architecture, lift testing, and a single canonical revenue figure both sides agree on.
How the work runs
Measurement-architecture audit
Two-week review of the existing tracking, pixel hygiene, server-side architecture, attribution model and consent compliance. Output: one canonical revenue number that the finance team approves.
Plan built backwards from margin
Media plan written backwards from a target contribution margin, not from a reach number. Channel mix decided on the economics that hold in the post-cookie environment.
Operating cadence, every fortnight
A documented fortnightly review that turns the data into decisions. Not a monthly retrospective; a working operating rhythm the client’s team learns to run themselves.
Quarterly experimentation
Hypothesis-led experiments on the channels and creative the diagnostic identified as moveable. Results documented; learnings carry forward.
When to come to us
- 01 Your paid acquisition cost has been climbing for two quarters and you cannot diagnose the cause with the current dashboards.
- 02 You are launching D2C and need a measurement architecture stood up before the first paid campaign.
- 03 You operate across multiple paid channels and the finance team has stopped trusting the revenue numbers each channel reports.
- 04 You are preparing for an iOS/cookie-deprecation transition and the current attribution model will not survive the change.
What we do not do
- We do not run paid media without a defensible measurement layer underneath it. We will say no to a brief that wants us to spend before that exists.
- We do not report on impressions, reach or engagement as primary KPIs. We report on contribution margin or repeat-purchase, depending on the business model.
- We do not retain media-buying margin or rebates. Net-net invoicing, transparent reporting on every cent.
- We do not run influencer-led performance campaigns where the influencer is also the agency’s client — conflicts are documented and resolved.
Cut paid acquisition cost by half while doubling category share.
New attribution architecture, reset audience strategy, and a documented operating cadence the client’s team continues to run today.
Rebuilt the attribution architecture for a five-brand consumer group — one canonical number across finance and marketing.
Pixel hygiene, server-side tracking, deduplication rules, and a documented data-quality cadence. The finance team approved the canonical revenue number; marketing began operating on it the same quarter.
Common questions
