We deliver customers. Everything else is just how we get there.
Growth marketing for ecommerce, SaaS, finance, gaming, iGaming and B2B. Based in Hong Kong, active in markets worldwide. Rewarded for results we can prove.
Novelo Global is a growth marketing agency. We plan, purchase and measure paid media across search, shopping, social and affiliate channels, and we manage every campaign against your profit margin — not against the figures ad platforms report about themselves.
Most agencies you have met recently probably showed you a slide with an impressive multiplier. We would rather show you our reasoning: what we would track, what we would fix first, and what would need to be true for the investment to pay off.
- Yearly ad spend we manage
- 24M
- Blended return on advertising spend
- 4.2x
- Ecommerce clients, last twelve months
- Typical client relationship
- 31 months
Services
Six core services
Available individually or combined. Most partnerships begin with a single service and expand once the data is reliable.
PPC Advertising
Google and Microsoft Ads optimised for contribution margin rather than platform-reported conversions. We correct what your bidding is aiming at before we change any budgets.Affiliate Marketing
Partner programme management across Awin, Impact, Partnerize and direct relationships. We identify which partners generate new demand and which simply capture it, and reward them accordingly.Performance Marketing
Cross-channel paid media planned and measured as a single budget. Platform data matched against actual revenue, with incrementality tests to settle who deserves credit.Customer Acquisition
New customer acquisition built around cohort payback and contribution margin. We calculate what a customer is worth before we decide how much to spend to win one.Lead Generation
Lead generation judged at the sales-qualified and opportunity stage. CRM results are fed back into bidding so platforms pursue the leads your sales team actually wants.Campaign Management
Full-service campaign management on an agreed review schedule. Planning, pacing, creative rotation and reporting run as an ongoing routine, not a one-off launch.
Our process
How we deliver
Audit
Accounts, tracking, conversion data and unit economics. You receive a written review and a ranked list of issues — whether or not we end up working together.
Repair the tracking
Conversion signals, offline imports, de-duplication and server-side tagging. Nothing else can be trusted until this is right, so it comes before optimisation, not in parallel with it.
Set targets you can afford
Payback limits and contribution margin converted into channel-level bidding targets. Signed off with you and your finance team before any budget is shifted.
Keep the cadence
Reviews, decisions and updated forecasts on a schedule agreed with you. Planned incrementality tests. Reports that explain what we changed and the reason behind it.
Compliance
Regulated sectors, managed with care.
- Every claim, backed by evidence
- Advertising standards follow the same rule in almost every market: you must hold documented proof for any objective claim before it goes live, not once someone disputes it. We hold our own website to that standard first. Each performance figure on this site is locked behind a publishing check that keeps it hidden until the supporting evidence is filed — which is why a few may still appear as placeholders instead of numbers.
- Gambling: affiliate programmes only
- Affiliate marketing for gambling operators is governed by the operator’s licence conditions and by the advertising rules of each market where campaigns appear, and the operator remains responsible for everything its affiliates publish. We work within that framework: regular reviews of affiliate creative on an agreed schedule, covering bonus terms, age restrictions, safer gambling messaging and sub-affiliate activity, with a documented removal process. We do not manage paid search or paid social for gambling operators, and we accept no work that would require us to hold a gambling licence.
Common questions
We already use Performance Max. Would you keep it running?
In most cases yes, though not as it is set up today. Performance Max performs when it has guardrails — brand exclusions in place, the product feed segmented, and asset groups organised by margin tier instead of product category. Without them it soaks up branded and remarketing traffic and labels it as new-customer prospecting. We keep the campaign type and regain control of it.
Our affiliate programme already reports a strong return. Why would we change it?
Because reported return and incremental return are two different figures, and only one of them ends up in your bank account. A programme led by cashback and voucher partners can show an outstanding last-click ROI while adding far less new revenue than it seems. A test takes a few weeks and gives a clear answer either way.
Is this simply marketing mix modelling?
No. A full MMM requires years of history, significant variation in spend and a dedicated specialist team — conditions most mid-sized advertisers cannot honestly meet. We apply the methods that do work at this size — geo experiments, holdout groups, blended efficiency tracking — and we are transparent about it rather than selling a model your data cannot support.
Our lifetime value data is not clean. Can you still help?
Yes — and most clients start in exactly that position. We work from a payback period you can actually observe, typically the first 90 or 180 days, instead of a projected lifetime value that nobody trusts. Shorter observed windows look less impressive and are far more useful.
Our CRM data is disorganised. Will this still work?
It works as long as your CRM records outcomes in some form. If opportunities are logged inconsistently, the first step is fixing the essential data — a dependable stage field and a dependable source field. We can work with imperfect data. We cannot work with missing data, and we will be clear about which situation you are in.
Begin with an audit.
The audit has a clear scope and a clear output, and it stands on its own — no obligation to continue. If it shows your current setup is working well, that is a perfectly valid result and we will tell you so.