GTMLab
Our focus

Paid ads growth — and nothing else.

We don't do brand. We don't do generalist work. Five disciplines stacked together to make one outcome: a paid engine that compounds every month.

The 5 services we shipPerformance MarketingThe growth engine itself. Paid acquisition across every channel.Performance CreativeAds that win the auction. AI-tuned creative production at scale.Funnel Strategy & CROConversions, end to end. Landing pages, funnel rebuild, A/B testing.Data & AnalyticsEvery dollar traced. Dashboards, attribution, AI signal monitoring.GTM & Growth LabStrategy that ships Monday. Channel tests, positioning, expansion.
All 5 in motion
Full-stack engagementLuxury Boat Tours
A luxury boat tours relied on OTAs for bookings. We rebuilt their paid acquisition, and in under 2 months, direct revenue up 30%, CAC down 35%.
>30%Direct Website Bookings increase
>20ROAS
Our WorkCase StudiesClientsProofTestimonialsCreativesFunnels (coming soon)
Featured case study
FeaturedLuxury Boat Tours
A luxury boat tours relied on OTAs for bookings. We rebuilt their paid acquisition, and in under 2 months, direct revenue up 30%, CAC down 35%.
>30%Direct Website Bookings increase
>20ROAS
IndustriesHealthcareWellnessEcommerceHospitalityTourismTech StartupsPropertyEvents & Conferences
ResourcesBlogTeardown Library (coming soon)Events (coming soon)Talks (coming soon)
WorkshopsGTM Mapping0→1 / pre-revenue founders. Map your full GTM.Growth DecodePMF + paid spend. Decode competitors, rebuild engine.Bali Tour 2026 (ended)20 workshops · 2 weeks · May 2026 wrap-up.Australia Tour 2026 (planning)Sydney · Melbourne · Jun–Jul 2026.
From the blog →
Growth Marketing Agency for Companies That Need More Than Ads
A Performance Marketing Agency That Drives Revenue
Is Your Performance Marketing Agency Actually Good?
Google Ads Agency Focused on Revenue: How to Choose the Right Partner
Join the bench
CareersJoin our team
100 specialists. Operator-grade pedigree. Currently hiring 5 senior roles.
5Open roles
6+Countries
100+On bench
Our story
AboutAbout GTMLab
Operator-led, senior-only, built by tech-founders.
2024Founded
~100Senior marketers
200+Teams shipped for
Let’s Talk →

Turn ad spend into revenue you can trace.

Forbes 30 Under 30 Team · Y Combinator Alumni · $20M Ad Spend Operated

Let’s Talk →
GTMLab

Paid ads growth — and nothing else. Five disciplines, one engine, every dollar traced.

Available for Q3
Jakarta · GMT+7 · global delivery

Services

  • Performance Marketing
  • Performance Creative
  • Funnel Strategy & CRO
  • Data & Analytics
  • GTM & Growth Lab

Our Work

  • Case Studies
  • Clients
  • Proof
  • Testimonials
  • Industries

Resources

  • Blog

Company

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© 2026 GTMLAB.AI · 200+ brands · $20M+ ad spend operated
Resources  /  Attribution
AttributionWellnessEcommerceMeta AdsTikTok AdsAffiliate & Creator

Why first-purchase ROAS lies in supplement D2C — and what to optimize for instead.

ROAS is a single-purchase metric. Wellness is a multi-purchase business. Here's the cohort model that breaks the lie.

Albert Lie
Co-Founder · Aug 4, 2025 · 10 min read
Why first-purchase ROAS lies in supplement D2C — and what to optimize for instead.

This article is being prepared — check back soon.

About the author
Albert Lie
Co-Founder
Share this article
Keep reading

More field notes from the bench.

AttributionWellnessEcommerceAffiliate & CreatorTikTok Ads+1
SEPTEMBER 10, 20257 min

Creator attribution without the spreadsheets — what actually works.

Wellness brands run 30-50% of their growth through creators, but most can't tell which one drove what revenue. The stack we shipped to fix it.

Anna Tan
Creative Director
AttributionHealthcareWellness+2Google AdsMeta Ads
OCTOBER 14, 202512 min

Why attribution is broken in 2025 — and the four fixes that work.

Last-click is lying to your CFO. Here's what we learned rebuilding the attribution stack on $20M+ of operated spend.

Albert Lie
Co-Founder

We fund the growth. You only pay for results.

We’re a real performance marketing agency. We staff the team and fund the hours— then structure a success fee that makes sense for your business.

Success fee, structured on
% of revenueCost per leadMilestones
100%
Of our fee tied to your results

We partner selectively with growth-stage companies already running paid media.

Explore a partnership→
Selected clients
LazadaCinepolisIHH HealthcareGleneaglesMount ElizabethSiloamELSA SpeakLion ParcelAshley GroupBluuuCentral WellnessDoré by LeTaoGoDrinksIkigaiKAIEMedifly