Delegento

Building an AI ad manager that puts plans into action

Founder & builderOwn product

The context

I built Delegento so SMB owners can manage paid campaigns without becoming advertising specialists. For agencies, it helps the team deliver more value to clients without increasing headcount. Delo, the autonomous AI agent behind Delegento, works across advertising platforms, analytics, and CRM data to connect campaign decisions with business outcomes.

What I took on

Own the product direction and technical implementation.
Connect advertising platforms, analytics, and CRM systems.
Build autonomous investigation and reporting workflows around business goals.
Enable Delo to carry out approved campaign changes and check what happens next.

The work

Delo investigates campaign performance across connected tools, explains the findings in plain language, and recommends the next step. It can turn an investigation into a recurring report and carry out campaign changes once they are approved. Owners and agency teams can work with Delo in Slack or the desktop app, using business questions as the starting point.

Start with a business goal

An owner can tell Delo what they want to achieve and how much they can spend. Delo turns that into a campaign plan they can review and refine before approving the next step.

Delo proposing a channel budget for a Pilates studio campaign, with options to review or refine the plan — An illustrative campaign plan with sample budget and booking figures, not customer results.

Keep performance in the conversation

In Slack, the team can ask how paid ads performed and get a plain-language breakdown of spend, enquiries, and qualified leads. Delo can then investigate the campaigns behind the numbers.

An example Slack conversation with Delo showing a weekly paid-ad report and a comparison with the previous week — An illustrative weekly report in Slack. The figures shown here are sample data.

A connected system behind the agent

The dashboard brings connected tools, agent settings, memory, and recurring tasks into one workspace. It gives the team a place to manage the system behind Delo’s day-to-day work.

The Delegento dashboard with workspace activity, connected integrations, agent settings, memory, and recurring tasks — The Delegento workspace dashboard, showing agent configuration and connected tools.

What Delo has uncovered so far

Three anonymized examples from small businesses and an advertising agency. Each figure comes from its own account and reporting period.

Wasted ad spend identified over six months: €5,860
Lower website-visit costs in newer ad sets: 9–25×
Lower cost per qualified lead after form changes: 40%

€5,860 spent on search terms with no conversions

Advertising agency

Delo joined Google Ads search-term data with GA4 funnel and purchase data to investigate rising spend and worsening acquisition costs.

757 of 814 AI Max search terms produced zero conversions while consuming €5,860 over six months. Delo identified the exact search terms and non-converting spend behind the budget leakage.

A 9–25× difference in the cost of real website visits

Small business

Delo compared Meta link clicks with actual website arrivals to check whether ad sets labeled as high performing were bringing people to the site.

Older ad sets cost €1.57–€2.47 per website visit. Newer ad sets cost €0.10–€0.17, a 9–25× difference measured against actual site arrivals. The analysis exposed cheap clicks that rarely reached the website.

Qualified cost per lead fell from €469 to €282

Small business

Delo combined GA4, HubSpot, Meta Ads, Google Ads, and PostHog into one performance analysis, then made it a weekly automated report.

After the customer changed its forms, qualified cost per lead fell from €469 to €282, approximately 40%. Delo connected campaign and CRM data to document the improvement and make it visible in the ongoing report.

Paid-campaign expertise that works with your team

For SMB owners, Delegento makes campaign decisions easier to understand and act on. For agencies, it adds investigation, reporting, and execution capacity around the team’s existing expertise. My work is to make that useful in day-to-day campaign management, from the first business question through to approved changes and follow-up.

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