Digital MarketingService
Marketing for logistics and freight operators
Our specialist practice for freight forwarders, customs brokers, carriers, 3PLs and removals companies in the UAE.
Kaelo Global is a Dubai company licensed in Meydan Free Zone, with over 100 clients served so far.
At a glance
What it is
If an agency cannot explain why a booking rolled, it will struggle to write copy that a shipper trusts.
A principal, Kaelo Global digital marketing
Freight marketing tends to go wrong in the same way. An agency that has never dealt with a rolled booking writes copy about smooth global solutions, buys traffic on broad search terms that shippers rarely use, and reports impressions to a managing director who is trying to fill a lane. The buyer can tell within one meeting that the agency does not understand the trade.
We work the other way round. We start with the lanes you run, the services you are best at and the kind of shipment you want more of, and we write in the language your customers already use. Our reports show the numbers that decide whether a quarter went well for you, such as enquiries by lane and the loads you win.
This is the practice we have built most carefully, and logistics and freight firms make up a large share of our marketing work.
What's included
Six areas of scopeCampaigns built around your lanes
Freight demand is not spread evenly across a country. It sits on particular lanes and around ports, airports and border crossings. We structure campaigns by origin and destination, mode and equipment type, so the budget goes where you have capacity and a competitive rate, and your desk receives fewer enquiries for trades it would decline.
Measuring what your desk already tracks
We report on the figures your team is judged on: enquiries by mode, the share of quotes that become shipments, cost per enquiry, and the cost of each load won compared with the margin that lane earns. Impressions and engagement are useful for spotting problems, and we treat them that way instead of presenting them as results.
Content written from the operating side
Demurrage and detention, BAF and CAF, master and house bills of lading, HS classification, bonded warehousing, cross-docking and on-time performance. Buyers in this trade can tell within a paragraph whether the writer understands the work, so every piece is checked by someone on your operating team before it is published.
Support for tenders and RFQs
Large freight contracts are usually won through a tender, and a contact form plays only a small part in that. We help you become known to buyers before the invitation goes out, and we prepare the written material that supports your response when it arrives.
Websites that answer a shipper's questions
Shippers want to know quickly whether you run their lane and how to reach the right person. We make sure your service and lane pages answer those questions clearly and work well on a phone, because that is often where the first check happens.
Local search for warehouses and depots
For 3PLs, removals companies and last-mile operators, a lot of demand is local. We keep the Google Business Profile listing for each site accurate, so that people searching nearby find the right location and the right contact details.
How the work runs
A review of your lanes and segments
We start with the trades you want more of and the ones you want less of. Most briefs arrive as a request for more leads. The useful version is more specific, for example more full container loads on one corridor and fewer one-off groupage enquiries.
Measurement before spending
We set up server-side tracking, map your CRM stages to the way your desk actually quotes, and agree in writing what counts as a qualified enquiry before any advertising is bought.
Search, content and trade press
Search campaigns on the lanes and services that convert, content that a forwarder would happily share with colleagues, and placement in the trade publications your buyers read.
A quarterly lane review
Every quarter we look at which lanes brought in profitable loads and which did not, and we move the budget accordingly. Freight markets change quickly, so the plan should change with them.
A monthly written report
A short monthly note covering enquiries by mode and lane, the quotes that became shipments, the cost per load won, and anything we think you should stop doing. It is written in plain language, with numbers you can check against your own records.
When to come to us
- 01You are a freight forwarder, NVOCC, customs broker, carrier, 3PL or 4PL selling on a defined set of lanes.
- 02You can name the trades you want more of, and the ones you would rather decline.
- 03Someone on your team can tell us what a good load looks like in terms of margin.
- 04You would like to be found by shippers who already know what they need.
- 05Your current marketing brings in enquiries, but too few of them turn into shipments.
What we do not do
- General lead generation with no view of which lanes are worth filling.
- Marketing that chases volume without regard to the margin your desk earns on it.
- Campaigns for cargo you are not licensed, bonded or insured to handle.
- Content that explains basic shipping documents to an audience that issues them every day.
- Promising rates or transit times on your behalf.
Few UAE agencies focus on logistics.
Most of the agencies we looked at in the UAE treat logistics as one sector among many. The firms that specialise in freight marketing are mostly based in India, Australia and the United States, and they serve Gulf forwarders remotely. We chose to build a logistics practice here in Dubai, close to the operators we work with.
Related reading
Helping forwarders fill the lanes where they are strongest.
For licensed brokers whose clients arrive with a specific and often urgent question.
For delivery operators selling to e-commerce operations and fulfilment teams.
For moving companies that would like more corporate accounts and assignee moves.
Tender design, carrier selection and cost baselining, explained as a practical method.
Common questions
