Digital & Performance Marketing
Paid, search, programmatic and conversion work, built on attribution we trust — not vanity reach.
What this service is
Performance marketing has been hollowed out by agencies that report on what the dashboards say is happening, not on what is actually happening. Kaelo Marketing & Media runs the practice on attribution we have built ourselves, with measurement architecture documented before media is bought, and a written review every fortnight on whether the spend is moving the numbers we agreed to move.
“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 Marketing & Media principal
What we are accountable for
Where the work lands.
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01
Paid media planning & buying
Paid search, paid social, programmatic display, retail-media networks. Plans built backwards from a contribution-margin target.
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02
Search & SEO
Technical SEO, content briefs that survive the algorithm, and the unglamorous on-page work that compounds. Not a keyword spreadsheet.
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03
Conversion-rate optimisation
On-site experimentation, funnel design, and the operating cadence that lets the team learn between cycles.
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04
Attribution & measurement
Pixel and server-side architecture, lift testing, and a single canonical revenue figure both sides agree on.
How we engage
From first email to standing review.
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01
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.
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02
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.
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03
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.
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04
Quarterly experimentation
Hypothesis-led experiments on the channels and creative the diagnostic identified as moveable. Results documented; learnings carry forward.
Where this applies
The sectors this service is shaped for.
When to call us
The shape of the moment this work usually arrives in.
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01
Your paid acquisition cost has been climbing for two quarters and you cannot diagnose the cause with the current dashboards.
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02
You are launching D2C and need a measurement architecture stood up before the first paid campaign.
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03
You operate across multiple paid channels and the finance team has stopped trusting the revenue numbers each channel reports.
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04
You are preparing for an iOS/cookie-deprecation transition and the current attribution model will not survive the change.
Recent mandate, anonymised
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.
Recent mandate, anonymised
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.
For clarity
What we will not do here.
- 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.
Frequently asked
The questions that arrive first.
- 01 What platforms do you buy on?
- Google, Meta, TikTok, Snap, programmatic display, retail-media networks and search-adjacent surfaces, depending on what the brand and the channel economics support. We do not lead with platform preference; we lead with what the unit economics defend.
- 02 How transparent is the media-buying?
- Fully. Net-net invoicing. We do not retain media-buying margin or rebates. The client sees the cost the platforms charge plus an agency fee — that is it.
- 03 Do you work with smaller brands?
- Selectively, where the operating thesis is sound and the runway supports a measurement-architecture build first. Where the budget cannot support a measurement build, we say so and we will not take the work.
- 04 How do you handle post-cookie attribution?
- Server-side tracking, first-party data, modelled attribution, and incrementality testing as the four-pillar discipline. We treat the attribution architecture as a moving target and update it annually.
- 05 How does this connect to the rest of the practice?
- Performance discipline runs on top of brand strategy, alongside content, and underneath analytics. The four are designed as one operating system.
- 06 How are fees structured?
- Monthly retainer covering planning, buying, measurement, and the fortnightly operating review. Performance-linked fee components are documented in advance, tied to outcomes within our control, and capped.
Begin
Send a brief about this work.
Written, considered replies within two working days. Initial conversations off-record, no fee, no commitment.
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