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 →
AI Alone Is Useless — Why I Built GTMLab.
Building a growth system, not a campaign treadmill.
How to audit your creative without hiring an agency (yet).
Southeast Asia's paid-ads blind spot — why localising creative beats generic scaling.
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

  • About
  • Careers
  • Contact
© 2026 GTMLAB.AI · 200+ brands · $20M+ ad spend operated
[Growth DecodeFor scaling teams with PMF + active paid spend]

Decode your competitors. Rebuild your engine. Walk out with the playbook to beat them.

You have revenue. You have paid spend. You've scaled past the early lift — and now you're stuck. The growth math isn't compounding the way it should. You don't need another agency audit. You need senior operators who've cracked this exact problem before to decode your funnel, decode your top competitors, and hand you the playbook to beat them.

Apply for Growth Decode →
[01]What you actually get—The deliverable, not the pitch

A 30-day written playbookto beat your top 2 competitors — with the math behind every move.

[ Workshop 02 ]

Growth Decode

For established businesses with revenue, PMF, and active paid spend. You're stuck scaling or seeing diminishing returns and need senior operators to figure out what's broken — before another agency tells you it's "saturation."

InvestmentFrom $1,000Customized to length, depth, in-person logistics. Every engagement is shaped to what you need.
What you walk away with
  • Full-funnel audit of your business— current state, what's broken, your metrics vs. real industry benchmarks.
  • Full-funnel audit of your top 2 competitors— creative, channel mix, funnel, pricing, decoded with AI + proprietary tools.
  • A playbook to beat them— funnel architecture, channel mix, spend allocation, positioning gaps.
  • 30-day written roadmap— three moves you ship next week, the rest of the year mapped.
What you'll learn (modules taught live)
  • How modern attribution actually works in 2026 — post-iOS 14, post-cookies, post-platform-modeling.
  • How to read competitor intelligence — what their ads, funnel, and creative are telling you (and what they're hiding).
  • The compounding growth model — channel mix that scales past $100K/month without breaking.
[02]Who shows up—The room you'll walk into

The team most relevant to your business shows up — including a co-founder.

Not everyone on the bench will be in your workshop. We send the operators most relevant to your industry — always including one of the co-founders, plus senior specialists from the bench who've run paid for your category. Here's who you'll likely see in the room:

Co-Founder · GTMLabKevin Cho

Ex-VC partner at Zeroth.ai — wrote ~$500K cheques into 50+ AI startups. Co-founded Peeba: $20M+ revenue, 6 countries, $10M raised. Forbes 30 Under 30. Most likely the co-founder in your workshop.

ForbesY CombinatorPeebaZeroth.ai
Co-Founder · COOAlbert Lie

$300M+ AUM hedge fund operator. Ex-investment banking, BDO. 100+ engagements led at GTMLab.

BDOMonash
+
Matched on application+ senior operators

After your call, we pull in seniors who've run paid for your industry.

AccentureBCGMekari
Where the bench comes from
BCGAccentureUnileverForbesY CombinatorLazadaTravelokaKlookMekariRuang GuruPeeba
[03]How it works—From application to playbook in ~5 days

Six steps. Two live sessions, one research week.

We pre-audit your accounts and decode your competitors before we sit down with you. The live sessions are dense reads of what we found, not a fishing trip.

Before01You apply02Account access
During03Session 1 · deep dive04Research week05Session 2 · findings
After06Day-30 follow-up
Before · ~1 week out
01

You apply.

30-minute discovery call. We confirm Growth Decode (vs. GTM Mapping) is right for your stage, scope the engagement to your needs, and give you a straight read on whether we can help. If not, we point you to who can.

Before · ~3 days out
02

You grant account access.

Read-only access to Meta, Google, GA4, your CRM — whichever's relevant. A senior on the pod spends real hours inside the accounts before the first session: spend mix, attribution health, fatigue, structure. By session 1 we know your business better than your last agency did after six months.

During · session 1 (90 min)
03

Session 1 · deep dive.

90 minutes live with senior operators. We walk you through what we found in the pre-audit, hear your side of the story, lock the scope on which two competitors we'll decode in the research week, and agree on the questions you most need answered.

During · research week (~5 days)
04

Research week.

We decode your top 2 competitors using AI + proprietary tools: creative library, ad spend patterns, funnel paths, pricing, positioning claims, channel mix. Back-and-forth on Slack to clarify, double-check assumptions, surface anything we're missing.

During · session 2 (90 min)
05

Session 2 · findings walkthrough.

The findings, the playbook, the math — presented live and handed over on the spot. You see the competitor decode, the funnel comparison, the spend leaks named with dollar size, and the 30-day roadmap. Written report yours to keep.

After · 30 days later
06

Day-30 follow-up.

30 minutes. We check what shipped from the roadmap, what's lagging, what the new data is telling us. Recalibrate where needed. Then you're running on your own — with the playbook in hand.

[04]How the in-person workshop works—A look inside the room

Senior operators, your dashboards on screen, a live competitor breakdown.

Photos from past Growth Decode sessions — the screens, the competitor walls, the working sessions. (Real shots replace these placeholders as we publish from each upcoming workshop.)

Kevin leading the live workshop
Kevin leading the workshop
30-day roadmap on whiteboard
30-day roadmap, live build
Offline workshop session in person
Offline Workshop Sessions
Albert presenting findings walkthrough
Session 2 · findings walkthrough
Post-workshop outcome · healthcare network
[05]Proven results—By industry

Whatever industry you're in, we've likely already scaled it.

Past Growth Decode outcomes across industries we've shipped for. Numbers are post-workshop traction — what happened after teams shipped the 30-day playbook.

Google Ads

High-End Boutique Hotel Chain

Performance MarketingFunnel Strategy & CRO
>70X
ROAS
13.25%
Click-through rate

A high end boutique hotel chain was paying to win back its own guests, bidding against the OTAs and marketplaces that sit between a hotel and its direct bookings. That's the trap: every booking through an aggregator is margin you rent instead of own. So we built their Google Ads engine around the one thing aggregators can't intercept, high intent search at the exact moment someone is ready to book. Tight campaigns, ruthless optimization, nothing wasted. The result: a 71× return on ad spend and a direct booking channel they own outright instead of renting from third parties.

Google Ads

Leading Luxury Tour Operator

Performance MarketingData & Analytics
~19X
ROAS
+$200,000
conversion value

A leading luxury tour operator competes against OTAs, marketplaces, and local tour resellers, where every booking won through a third party comes at the cost of lower margins. We built a Google Ads system focused on the moment that matters most, capturing high intent buyers through bottom funnel search when they're done comparing and ready to book, then guiding them through a booking journey designed to convert. The result: a sustained 19×+ return on ad spend, over $1 million in revenue generated, and higher margins by reducing reliance on external booking channels.

Google Ads

Multi-Brand Online Retailer in the Home & Hardware Category

Performance MarketingData & Analytics
>19X
ROAS
>3,400
TRACKED CONVERSIONS

Sell thousands of products across multiple brands and you hit one wall fast: you can't advertise everything to everyone. This retailer was competing in a market where shelf space is infinite but attention isn't. So we built a Google Ads system around what shoppers were actually searching for, using brand level segmentation matched to how people buy and tuned for conversion, not traffic. Every dollar came back more than 19× in tracked revenue, with monthly conversions growing to over 3,400, more than 5× since launch. Paid search went from a line item cost to the store's most reliable revenue engine.

Lead Generation

Leading B2B Receivables Recovery Service

GTM & Growth Lab
>24
BANT-qualified Meetings Booked per month
~10,000
PIC Connected

A leading B2B receivables-recovery firm hired us to build their outbound motion from zero — no list, no process, no pipeline. We ran it across three channels in parallel: nearly 48,000 potential partners engaged over twelve months, narrowed down to BANT-qualified leads that are actually worth a conversation, and booked 294 qualified meetings. What started as a cold start is now one of their most productive acquisition channels in the B2B space.

Meta Ads

Electronics E-Commerce

Performance MarketingData & AnalyticsFunnel Strategy & CRO
89.82X
ROAS
$1M+
in Tracked Purchase Conversion

One of the region's largest electrical distributors had spent decades building a trusted brand, but its online sales channel was barely contributing. Digital was running close to break even and nowhere near its potential. We rebuilt the growth engine from the ground up, combining stronger offers, full funnel creative, and a paid media system designed to scale across their product catalog. The result: in just three months, D2C transformed from a secondary sales channel into a primary revenue driver, with return on ad spend increasing from 9× to 89.82×.

Meta Ads

Hospitality Brand Operating 15 Hotels

Performance MarketingData & AnalyticsFunnel Strategy & CRO
22X
ROAS
$286,735
Conversion Value

A regional hotel group was paying OTA commissions on bookings it should have owned. We turned paid search and social into a direct-booking engine that now outperforms the OTAs they used to depend on. Two years on, we're still their growth team.

Google Ads

Leading B2B Technical & Industrial Equipment Distributor

Performance MarketingData & Analytics
1,310
QUALIFIED LEADS IN 60 DAYS
$7.73
COST PER QUALIFIED LEAD

When your buyers are procurement teams and contractors, clicks don't pay the bills but a qualified inquiries do. This distributor competes in a crowded and price-sensitive category where most "search budgets" quietly bleed out on people who were never going to buy. We built a Google Ads system around high-intent commercial search where campaign-level segmentation separates serious buyers from casual browsers before they ever hit the form. The result: 1,310 qualified leads at $7.73 each over two months which roughly was half the cost we started at, and about 3x the volume on the same budget.

Google Ads

Premium Multi-Branch Orthopedic Clinic

Performance MarketingPerformance Creative
3,447
PATIENT INQUIRIES IN 10 MONTHS
$6.77
COST PER INQUIRY

A premium multi branch orthopedic clinic in a high trust category where patients have always arrived through doctor referrals had never tapped into paid digital. We built a Google Ads system around how patients actually search, splitting pinched nerve, bone and joint pain, and height correction into dedicated campaigns that met each patient right at the moment they decided to act. The result: 3,447 patient inquiries at $6.77 each over ten months, roughly 60% cheaper per inquiry than where they started. Proof that even the most referral dependent medical categories open up with the right search setup.

Google Ads

Premium Automotive Coating Studio

Performance Marketing
98
QUALIFIED LEADS IN 2 MONTHS
$57
COST PER QUALIFIED LEAD

Nobody impulse buys a premium automotive coating. It's a high ticket, considered purchase, which means every wasted click is expensive and every qualified inquiry is gold. This studio was paying for attention it didn't need, with budget leaking to bargain hunters and the wrong audiences entirely. We rebuilt the system around buyers actually in market for premium protection through tight targeting, real demand, and no spray and pray. The result: 98 qualified leads at $57 each in two months, with cost per lead down over 30% from where they started and a booking calendar that stopped depending on luck.

Lead Generation

First-edition B2B Expo

GTM & Growth Lab
1,000+
B2B Meetings Scheduled
10,000+
Leads Engaged

Filling an exhibition hall is the easy part. Filling it with the right people is what determines whether an expo succeeds. Too often, tickets sell but meaningful conversations never happen, leaving exhibitors with plenty of foot traffic and very few real opportunities. We built an activation layer on top of registration, qualifying every attendee and matching them with the exhibitors most relevant to their needs. The result: over 10,000 leads engaged, narrowed into more than 1,000 booked business meetings.

Meta Ads

B2B Food Industry Trade Expo

Performance MarketingFunnel Strategy & CROPerformance Creative
>4,000
AD-DRIVEN REGISTRATIONS
~$22
COST PER REGISTRATION

Launching a first time food expo is already hard enough. Doing it without any paid acquisition history is even harder. No pixel data, no audiences, and no benchmarks to guide the strategy. We built the entire acquisition engine from the ground up, defining the right audience, creating a registration funnel, and developing creative focused on driving sign ups instead of just clicks. The result: over 4,000 direct registrations at around $22 each, helping power an event that sold more than 20,000 tickets overall. A cold start that most paid accounts take years to achieve.

Meta Ads

Boutique Premium Tour

Performance MarketingPerformance CreativeFunnel Strategy & CROGTM & Growth Lab
18.87X
ROAS
$271,572
Purchase conversion value in 2 months

A boutique premium tour operator was spending on Meta Ads without seeing the bookings to match, competing in a market crowded with OTAs and resellers where every direct booking matters.We rebuilt the engine from the ground up, testing creative relentlessly across nearly 200 campaigns, refining audiences around traveler intent, and building a funnel that sells the experience before the price. The result: $271K in direct bookings in just two months at an 18.87× return on ad spend, creating a direct booking channel they own instead of relying on third party aggregators.

Google Ads

High-End Boutique Hotel Chain

Performance MarketingFunnel Strategy & CRO
>70X
ROAS
13.25%
Click-through rate

A high end boutique hotel chain was paying to win back its own guests, bidding against the OTAs and marketplaces that sit between a hotel and its direct bookings. That's the trap: every booking through an aggregator is margin you rent instead of own. So we built their Google Ads engine around the one thing aggregators can't intercept, high intent search at the exact moment someone is ready to book. Tight campaigns, ruthless optimization, nothing wasted. The result: a 71× return on ad spend and a direct booking channel they own outright instead of renting from third parties.

Google Ads

Leading Luxury Tour Operator

Performance MarketingData & Analytics
~19X
ROAS
+$200,000
conversion value

A leading luxury tour operator competes against OTAs, marketplaces, and local tour resellers, where every booking won through a third party comes at the cost of lower margins. We built a Google Ads system focused on the moment that matters most, capturing high intent buyers through bottom funnel search when they're done comparing and ready to book, then guiding them through a booking journey designed to convert. The result: a sustained 19×+ return on ad spend, over $1 million in revenue generated, and higher margins by reducing reliance on external booking channels.

Google Ads

Multi-Brand Online Retailer in the Home & Hardware Category

Performance MarketingData & Analytics
>19X
ROAS
>3,400
TRACKED CONVERSIONS

Sell thousands of products across multiple brands and you hit one wall fast: you can't advertise everything to everyone. This retailer was competing in a market where shelf space is infinite but attention isn't. So we built a Google Ads system around what shoppers were actually searching for, using brand level segmentation matched to how people buy and tuned for conversion, not traffic. Every dollar came back more than 19× in tracked revenue, with monthly conversions growing to over 3,400, more than 5× since launch. Paid search went from a line item cost to the store's most reliable revenue engine.

Lead Generation

Leading B2B Receivables Recovery Service

GTM & Growth Lab
>24
BANT-qualified Meetings Booked per month
~10,000
PIC Connected

A leading B2B receivables-recovery firm hired us to build their outbound motion from zero — no list, no process, no pipeline. We ran it across three channels in parallel: nearly 48,000 potential partners engaged over twelve months, narrowed down to BANT-qualified leads that are actually worth a conversation, and booked 294 qualified meetings. What started as a cold start is now one of their most productive acquisition channels in the B2B space.

Meta Ads

Electronics E-Commerce

Performance MarketingData & AnalyticsFunnel Strategy & CRO
89.82X
ROAS
$1M+
in Tracked Purchase Conversion

One of the region's largest electrical distributors had spent decades building a trusted brand, but its online sales channel was barely contributing. Digital was running close to break even and nowhere near its potential. We rebuilt the growth engine from the ground up, combining stronger offers, full funnel creative, and a paid media system designed to scale across their product catalog. The result: in just three months, D2C transformed from a secondary sales channel into a primary revenue driver, with return on ad spend increasing from 9× to 89.82×.

Meta Ads

Hospitality Brand Operating 15 Hotels

Performance MarketingData & AnalyticsFunnel Strategy & CRO
22X
ROAS
$286,735
Conversion Value

A regional hotel group was paying OTA commissions on bookings it should have owned. We turned paid search and social into a direct-booking engine that now outperforms the OTAs they used to depend on. Two years on, we're still their growth team.

Google Ads

Leading B2B Technical & Industrial Equipment Distributor

Performance MarketingData & Analytics
1,310
QUALIFIED LEADS IN 60 DAYS
$7.73
COST PER QUALIFIED LEAD

When your buyers are procurement teams and contractors, clicks don't pay the bills but a qualified inquiries do. This distributor competes in a crowded and price-sensitive category where most "search budgets" quietly bleed out on people who were never going to buy. We built a Google Ads system around high-intent commercial search where campaign-level segmentation separates serious buyers from casual browsers before they ever hit the form. The result: 1,310 qualified leads at $7.73 each over two months which roughly was half the cost we started at, and about 3x the volume on the same budget.

Google Ads

Premium Multi-Branch Orthopedic Clinic

Performance MarketingPerformance Creative
3,447
PATIENT INQUIRIES IN 10 MONTHS
$6.77
COST PER INQUIRY

A premium multi branch orthopedic clinic in a high trust category where patients have always arrived through doctor referrals had never tapped into paid digital. We built a Google Ads system around how patients actually search, splitting pinched nerve, bone and joint pain, and height correction into dedicated campaigns that met each patient right at the moment they decided to act. The result: 3,447 patient inquiries at $6.77 each over ten months, roughly 60% cheaper per inquiry than where they started. Proof that even the most referral dependent medical categories open up with the right search setup.

Google Ads

Premium Automotive Coating Studio

Performance Marketing
98
QUALIFIED LEADS IN 2 MONTHS
$57
COST PER QUALIFIED LEAD

Nobody impulse buys a premium automotive coating. It's a high ticket, considered purchase, which means every wasted click is expensive and every qualified inquiry is gold. This studio was paying for attention it didn't need, with budget leaking to bargain hunters and the wrong audiences entirely. We rebuilt the system around buyers actually in market for premium protection through tight targeting, real demand, and no spray and pray. The result: 98 qualified leads at $57 each in two months, with cost per lead down over 30% from where they started and a booking calendar that stopped depending on luck.

Lead Generation

First-edition B2B Expo

GTM & Growth Lab
1,000+
B2B Meetings Scheduled
10,000+
Leads Engaged

Filling an exhibition hall is the easy part. Filling it with the right people is what determines whether an expo succeeds. Too often, tickets sell but meaningful conversations never happen, leaving exhibitors with plenty of foot traffic and very few real opportunities. We built an activation layer on top of registration, qualifying every attendee and matching them with the exhibitors most relevant to their needs. The result: over 10,000 leads engaged, narrowed into more than 1,000 booked business meetings.

Meta Ads

B2B Food Industry Trade Expo

Performance MarketingFunnel Strategy & CROPerformance Creative
>4,000
AD-DRIVEN REGISTRATIONS
~$22
COST PER REGISTRATION

Launching a first time food expo is already hard enough. Doing it without any paid acquisition history is even harder. No pixel data, no audiences, and no benchmarks to guide the strategy. We built the entire acquisition engine from the ground up, defining the right audience, creating a registration funnel, and developing creative focused on driving sign ups instead of just clicks. The result: over 4,000 direct registrations at around $22 each, helping power an event that sold more than 20,000 tickets overall. A cold start that most paid accounts take years to achieve.

Meta Ads

Boutique Premium Tour

Performance MarketingPerformance CreativeFunnel Strategy & CROGTM & Growth Lab
18.87X
ROAS
$271,572
Purchase conversion value in 2 months

A boutique premium tour operator was spending on Meta Ads without seeing the bookings to match, competing in a market crowded with OTAs and resellers where every direct booking matters.We rebuilt the engine from the ground up, testing creative relentlessly across nearly 200 campaigns, refining audiences around traveler intent, and building a funnel that sells the experience before the price. The result: $271K in direct bookings in just two months at an 18.87× return on ad spend, creating a direct booking channel they own instead of relying on third party aggregators.

Let’s get started

See what’s hiding in your ad account.

Every ad traced to revenue
Built for growth, not maintenance
Senior operators, no junior handoff

“Most agency audits are templated — they ship the same 12 slides to every account. Ours don’t. Every teardown is custom-cut to your funnel, your spend, your category.”

Albert Lie
Co-Founder
★★★★★
Trusted by 200+ brands
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FAQ

Questions Growth Decode teams ask first.

Growth Decode is built for businesses with revenue, PMF, and active paid spendthat are stuck scaling or seeing diminishing returns. If you're pre-revenue / pre-launch — GTM Mapping is the right one. If you're in between, we'll figure it out on the discovery call.

Most agency audits are a 20-page PDF designed to sell you a retainer. Ours is a multi-session research engagement with operators who've actually built scaling businesses. We use AI + proprietary tools to decode your competitors. The deliverable is a roadmap, not a sales pitch — and we don't take retainers from workshop clients.

Growth Decode is most valuable above $20K+/month in paid spend, and the deeper the spend, the more leverage in the decode. We've run it at $100K/mo and above. Below that, GTM Mapping is usually the better fit.

From $1,000. Final price is shaped to your needs — depth of competitor decode, number of meetings, in-person logistics. We quote after the 30-minute discovery call once we've scoped the engagement.

No. The decode runs on public ad libraries, public funnel paths, public pricing, and tools that don't tip them off. Everything is research-grade, not espionage. The whole engagement is under mutual NDA.