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
[GTM MappingFor 0→1 / pre-revenue founders]

Map your full GTM with operators who've actually shipped it before.

If you're pre-revenue, MVP-stage, or pre-launch — you don't need another audit. You need a second brain with more GTM scars than you have, walking through your business in real time and handing you a 12-month playbook you can ship from.

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

A 12-month GTM playbookbuilt live with you — on a Miro board you keep.

[ Workshop 01 ]

GTM Mapping

For pre-revenue, MVP-stage, and pre-launch founders. No paid history yet. You have an idea or early product and need to figure out how to take it to market without burning the runway.

InvestmentFrom $1,000Customized to length, depth, in-person logistics. Every engagement is shaped to what you need.
What you walk away with
  • Growth strategy on a Miro board— channels, sequencing, allocation, validation milestones, timelines.
  • Distribution plan— where to invest your time, money, energy. Channel by channel, in priority order.
  • Validation framework— what to test, how to read the signal, kill criteria for each channel.
  • Capital plan— how much spend you actually need before you can claim PMF + milestones.
What you'll learn (modules taught live)
  • Pre-PMF channel discovery — finding the one channel that compounds before runway runs out.
  • Distribution-first product validation — ship the distribution, not the feature.
  • The first $100K of paid spend playbook — what to spend it on, in what order, when to stop.
[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 shipped in 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 from the bench who've shipped in your category.

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

Six steps. About a week of real work.

No discovery slide deck. We do the homework before the workshop, so the live session is high-density — not a fishing trip for context.

Before01You apply02Pre-workshop brief
During03The workshop04Live Miro build
After05Playbook delivered06Day-30 follow-up
Before · ~1 week out
01

You apply.

30-minute discovery call. We confirm you're a fit for GTM Mapping (vs. Growth Decode), align on the specific problem you want to solve, and give you a straight read on whether we can help. If not, we point you to who can.

Before · ~3–5 days out
02

Pre-workshop brief.

We send you a Notion doc with the questions to answer before the session: your buyer, your honest current state, your runway, your bets so far. You fill it out. We read it. We come to the workshop already inside your business — not asking what you do for the first 30 minutes.

During · workshop day
03

The workshop.

Senior operators in the room with you. No slides, no pitch. We walk through your buyer, your market, your channel hypotheses, your validation gates — pressure-testing every assumption against real GTM math from businesses we've shipped before.

During · live build
04

Live Miro build.

As we work, we're building your playbook on a live Miro board. Channels mapped. Sequencing locked. Validation milestones laid out. The capital plan calibrated. By the end of the session, the strategy isn't in our heads — it's a document you own.

After · same day
05

Playbook delivered.

You leave the workshop with the Miro board live, plus a written summary of the call we made on each decision and why. Yours to keep, share with your team, use to brief future hires, attach to your fundraise.

After · 30 days later
06

Day-30 follow-up.

30 minutes, optional but recommended. We check what shipped, what got stuck, what surprised you. Recalibrate the playbook if signal is telling you something different than the plan assumed. Then you're on your own to compound.

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

Senior operators, a whiteboard, and your business.

Photos from past workshops — the room, the Miro boards, the working sessions. (Real shots replace these placeholders as we publish from each upcoming workshop.)

Kevin leading the live workshop
Kevin leading the workshop
GTM roadmap on whiteboard
Roadmap built live on the wall
Offline workshop session in person
Offline Workshop Sessions
Albert presenting walkthrough
Walkthrough · competitive landscape
Post-workshop outcome · wellness brand
[05]Proven results—By industry

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

Past GTM Mapping outcomes across industries we've shipped for. Numbers are post-workshop traction — what happened after founders walked out with the 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 GTM Mapping founders ask first.

GTM Mapping is built for pre-revenue, MVP-stage, and pre-launch founders. No paid history yet. If you have active paid spend, PMF, and want to scale — Growth Decode is the right one. If you're in between, we'll figure it out on the discovery call.

From $1,000. Customized to your needs — length, depth, and in-person logistics determine the final price. We've worked with single-founder pre-revenue teams and multi-stakeholder pre-launch boards; the price reflects what you actually need.

Even better. We've done GTM Mapping with founders who only had a deck, a hypothesis, and a willingness to be told the truth. The Miro board often surfaces that the product needs to shift, not just the GTM. That's the point.

Often, yes. Several founders have walked out and used the playbook as the GTM section of their Series A deck. The math is rigorous, the assumptions are stress-tested, and the channel sequencing is defensible to an investor.

Yes — we encourage it. The best workshops have 2–3 from the founding team in the room. Decisions get made faster, alignment is built live, and the playbook is something the whole team owns when they walk out.