Kaliber

What is the most common trait that your best clients share?

Our best clients treat us as partners, not vendors. They share business goals and give us visibility beyond just ad accounts. They trust the process but also challenge us with high standards. They care about sustainable growth, not just short-term wins. They understand that doing the status quo is never enough; we must take strategic chances and extract learnings.

What does Kaliber do differently that most other performance marketing agencies don't?

We bridge the gap between performance and brand because we understand this is the only way to grow. Most agencies optimise ads in isolation; we connect short-term performance with long-term brand growth.

We measure brand signals alongside conversion efficiency. We developed unique frameworks like Single Purpose Campaigns and Counterbalance Metrics.

We provide clear feedback, both qualitatively and quantitatively, to brand teams. We prepare our clients for a Trafficless future where website visits become optional for a user.

What’s a project you turned down recently and why?

We declined projects that are too short-term minded, such as those focused on ROAS. The project focused only on discounts and short-term spike, and ignored the long-term cost to reputation and demand creation. Accepting it would have conflicted with our principles.

What’s one belief about performance marketing that everyone gets wrong?

That ROAS or CPA equals business success. These are efficiency metrics, not growth metrics. True success is measured by incremental reach, market share, and brand strength. Chasing ROAS alone often leads to missed opportunities and underinvestment in brand.

What’s the biggest change in performance marketing right now? How does that impact your clients?

Black-box platforms and AI-driven delivery are changing the game. Google, Meta, and TikTok are reducing transparency in reporting. Those same platforms are aggressively in a battle to retain user attention to drive profits.

The strategy that revolves around conversions occurring on your website needs to be reconsidered. Manual optimisations are less impactful; creative and brand signals are the real levers.

What do you look for when you’re hiring young talent?

Proactivity, curiosity, and coachability matter more than technical skills. Platform knowledge can be trained; mindset cannot.

• We value people who ask questions and challenge assumptions.
• We look for resilience and adaptability to client demands.
• We look for proactivity in learning and coming equipped with new skills beyond what they are currently exposed to.