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
Specialist · Performance Marketing →

We know exactly where your Google budget leaks — we’ve seen it 200+ times.

After $10M+ in managed spend, the waste is always in the same few places. We find it in week one, cut it, and move the budget to where it actually compounds.

Book a Google Ads audit ↗See the wins
★ ★ ★ ★ ★
$10M+ Google spend operated · Trusted by 200+ brands
Ashley GroupDoré by LeTaoIHH HealthcareLion Parcel
BluuuELSA SpeakIkigaiMedifly
Central WellnessGleneaglesKAIEMount Elizabeth
CinepolisGoDrinksLazadaPalma Islands
We are experts at

Every Google surface and every discipline that moves CPL.

12 capabilities under one Google pod. Six surfaces buyers actually convert on; six disciplines that decide whether you scale — or pay Google to find buyers you already had.

Surface

Search

Exact · phrase · broad (earned in) · RSAs · sitelinks · brand defense

Surface

Shopping

Standard · smart · feed hygiene · product-level bidding

Surface

Performance Max

Asset groups · audience signals · brand & shopping exclusions

Surface

YouTube

In-stream · bumper · Demand Gen · brand build at scale

Surface

Display

Retargeting · in-market audiences · placement-level control

Surface

Demand Gen

Discover, Gmail, YouTube Shorts · visual prospecting at intent edge

Discipline

Bid Strategy

tCPA → tROAS migration · Smart Bidding gets only the signal it can trust

Discipline

Enhanced Conversions

First-party data passthrough · offline conversion import for B2B

Discipline

Negative-Keyword Hygiene

Weekly SQR review · broad-match guardrails · junk pruned before it compounds

Discipline

Account Architecture

Branded isolation · PMax fencing · match-type discipline rebuilt from scratch

Discipline

Server-Side Conversions

GTM-server · Enhanced Conversions for Leads · 15–25% recovered conversions

Discipline

Attribution & Reporting

Net-new vs branded vs retargeting decomposed · GA4 ↔ Google Ads reconciled

Why us

Why Google accounts compound under our pod.

SENIOR COPYWRITERS

Every headline earns its place — no junior padding the ad.

Senior copywriters write every headline and description — words that win the click, lift Quality Score, and pre-qualify it so you pay for buyers, not tire-kickers. The auction is identical; the copy is where you win it.

SENIOR GOOGLE OPERATORS

Buyers who rebuild before they bid up.

Every account gets a senior Google buyer who’s rebuilt accounts of every shape — from B2B SaaS Search to D2C Shopping. The audit comes before the budget increase.

AI SIGNAL LAYER

SQR drift caught before broad-match bleeds.

AI scans search-query reports hourly. Junk queries surface before they earn the click. Negative-keyword discipline becomes a system, not a Monday chore.

NET-NEW ATTRIBUTION

Branded ROAS stops carrying the rest.

Branded isolated into its own capped-budget campaign. PMax fenced with brand + shopping exclusions. Every campaign reports on its own honest CAC — the auction stops paying for buyers you already own.

CONVERSION DISCIPLINE

Smart Bidding only gets signal it can trust.

Enhanced Conversions wired. Offline conversion import live for B2B. Server-side options reviewed every account. tCPA → tROAS migrated only when the signal supports it.

TRACED REVENUE

Google ROAS you can trust to the dollar.

GA4 ↔ Google Ads reconciliation. Conversion definitions matched. Dedup rules confirmed. Attribution windows aligned. No more "but GA4 says different."

Use cases

Google Ads engagements built for the work that actually moves CAC.

Every Google account walks in with a different problem. Eight scenarios our Google pod is built for — from branded isolation to multi-market PMax migrations.

BRANDED ISOLATION

From inflated ROAS to honest CAC.

Branded search moves into its own capped-budget campaign. The rest of the account starts reporting against its real net-new economics for the first time.

PMAX FENCING

From PMax cannibalization to net-new only.

Brand and shopping exclusions wired. Audience signals refreshed. Asset groups rebuilt against real buyer intent. Performance Max stops paying Google to find buyers you already had.

MATCH-TYPE DISCIPLINE

From broad-match bleed to earned reach.

Exact + phrase only at first. Broad earned in once the signal is clean. Weekly negative-keyword discipline. Smart Bidding gets a vocabulary it can actually trust.

SHOPPING REBUILD

From dirty feed to clean Shopping economics.

Feed hygiene, product-level bidding, smart vs standard Shopping migration. PMax inherits a feed that doesn’t feed it noise.

B2B LEAD QUALITY

From cheap leads to closed-won pipeline.

Offline conversion import wired to CRM. Smart Bidding retrained on closed-won, not form-fills. Lead volume holds; lead quality climbs.

PRODUCT LAUNCH

From product launch to first-month traction.

Pre-launch Search infrastructure, launch-day Shopping burst, post-launch retargeting via Display. Google is the channel that decides how the first month reads.

MULTI-MARKET

From local market to multi-country Google engine.

Country-specific Search architecture, currency-aware tracking, localized RSAs, multi-pixel where it matters. Same pod, every market.

CONVERSION RECOVERY

From iOS-leaked signal to server-side clean.

Enhanced Conversions deployed. GTM-server container reviewed. Offline conversion import for B2B. Most accounts recover 15–25% of conversions that were being thrown away.

In their own words

What Google clients say after the restructure.

Operators we’ve rebuilt Google accounts for — many still under NDA, so company names are redacted to category. The shared moment: the dashboard finally agrees with the bank account.

Process

From Google audit to compounding.

4 weeks to audit, restructure, launch, and tune the first cycle. Then a system that gets sharper every week.

Week 1

Audit on Net-New Only

What happens

90 days of account data pulled. Branded, retargeting, direct stripped from the reporting. What’s left is the real story — net-new CAC, true ROAS, and the campaigns actually earning.

What you get

A restructure plan you can read in one sitting plus 18–35% of audited spend named as leakage.

Week 2

Isolate Branded · Fence PMax

What happens

Branded moves into its own capped-budget campaign. PMax gets brand + shopping exclusions. Both campaigns now report against their honest economics for the first time.

What you get

A cleaner account where every campaign owns its own CAC and you can see what is actually working.

Week 3

Search + PMax Rebuild

What happens

Search rebuilt around match-type discipline (exact + phrase first). RSAs refreshed with 4 headlines/ad group. PMax asset groups rebuilt. Smart Bidding migrated to tROAS where signal supports it.

What you get

A working account architecture plus full transparency from click to revenue.

Week 4

Scale & Compound

What happens

First full optimization cycle. Winners scaled in 15–20% steps. Wasted spend killed. Weekly negative-keyword pruning live. AI Signal Ops fully running.

What you get

First measurable lift on net-new CAC and the operating cadence that compounds every month after.

Account Strategy
Tracking & Conversions Ongoing
Google Media Buying Ongoing
Search Creative (RSA, sitelinks) Ongoing
AI Signal Ops & Dashboarding Ongoing
Then it doesn’t stop
Daily

SQR drift watched hourly.

AI scans search-query reports, impression share, conversion drift. Anomalies surface before the day starts. Operators triage in the first 30 minutes.

  • SQR & broad-match alerts
  • Impression-share drops
  • Conversion drift detection
Weekly

Negatives pruned, RSAs rotated.

30-minute call plus the actual hygiene shipped. Junk queries killed before they compound. New RSAs ship every Monday. PMax asset groups refreshed monthly.

  • Negative-keyword pruning
  • RSA & asset rotation
  • Next-week priorities
Monthly

Every Google dollar traced to revenue.

Attribution report by campaign, ad group, keyword, and audience signal. Net-new vs branded vs retargeting decomposed. CAC and LTV trendlines. In your inbox by the 3rd.

  • Net-new attribution report
  • PMax asset-group review
  • CAC & LTV trendlines
Quarterly

Google strategy reset every 90 days.

Strategy reset session. New surface tests (YouTube, Demand Gen, Discovery), new keyword themes, multi-market reallocation. Driven by data, not deck.

  • Surface & format review
  • Bid-strategy migrations
  • Budget reallocation
Always-on

Same-day moves, no ticket queues.

Dedicated Slack channel with your strategist, Google buyer, analyst, and creative lead. When something shifts, the swap is live within hours.

  • Dedicated Slack channel
  • Same-day RSA swaps
  • Direct line to operators
Compliance

Documented, audited, repeatable.

Every change tracked in version control. SOP library kept current. Procurement, security, and brand-safety reviews handled before they’re asked.

  • SOP & runbook library
  • Change-log audit trail
  • Procurement & security ready
Add-ons

Pair Google with the rest of the engine.

Google Ads compounds fastest when the funnel, tracking, and adjacent channels are all running clean. Most accounts run two or three of these together.

See the full Performance Marketing service →

Meta Ads

Pair Google intent capture with Meta prospecting. The classic D2C and B2B combo.

CHANNEL

Funnel Strategy & CRO

After the click. Landing pages, lead-form CRO, B2B drip sequences.

SERVICE

Data & Analytics

Enhanced Conversions, server-side tagging, offline conversion import, GA4 reconciliation.

SERVICE

Performance Creative

RSAs, sitelinks, YouTube bumpers, Demand Gen visuals — the assets Google’s surfaces actually need.

SERVICE

GTM & Growth Lab

Positioning, channel mix, roadmap — the strategy layer above the ad account.

SERVICE

Google Account Teardown

30-day diagnostic of where your Google spend is leaking right now.

AUDIT
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 we hear on the first Google Ads call.

Sometimes. It depends on whether the PMax is earning net-new or routing spend back to converters you already own. The audit answers that in week one. If it’s cannibalizing, we rebuild it with brand and shopping exclusions. If it’s earning, we keep it running and refine the asset groups.

We don’t delete. We rebuild parallel — new campaign structure runs alongside the old one for the first two weeks, spend migrates as the new architecture earns its read. Historical conversion data, audiences, and the algorithmic learning the account has accumulated stay intact.

Yes. Our Signal agent watches the account hourly and surfaces anomalies — impression-share drops, conversion drift, junk queries earning the click. But it doesn’t move budget or pause campaigns on its own. AI surfaces the moves. Operators decide. We ship same-day instead of next sprint.

Around $10K/month is where the structural rebuild starts to pay for itself. Below that, you’re better off with our Founder Programs or a tighter Performance Creative engagement. Above $50K/month is where compounding really kicks in — more spend, more signal, faster learning curve.

Week 4 is the first meaningful read — the rebuild is live and the new architecture has earned a clean week of data. Week 8 is where compounding starts (each winning ad feeds the next round). Week 12 is where unit economics shift — net-new CAC and blended ROAS both move, and the change holds.

We take ownership. Day-to-day buying, weekly strategy, creative testing — all run by our Google pod. Your team stays in the loop via Slack and weekly reviews, and we hand back full MCC access whenever the engagement ends.

That’s the first thing we audit. Most accounts run client-side tracking that misses 15–25% of conversions to iOS, ad-block, and cookie decay. We wire Enhanced Conversions, offline conversion import for B2B, and server-side options where they apply — before Smart Bidding gets retrained on the cleaner signal.

Recent Google wins

Accounts we restructured, with the numbers behind them.

How brands across B2B SaaS, healthcare, logistics, and D2C stopped paying for traffic that would have converted anyway.

Ecommerce
HokiOne

A 27-year B2B distributor opened a D2C channel from scratch — and its ROAS went from 6× to over 80× in six months.

GoogleGoogle
Performance Marketing
Read case →
HealthcareWellness
On Demand Medical Group

How we doubled a leading on-demand doctor & wellness brand's return — while spending less.

MetaMetaGoogleGoogle
Performance Marketing
Read case →
Wellness
Ikigai

We turned IKIGAI's "advertise to every woman nearby" into an intent engine that sells out every intake — and grows membership that stays.

MetaMeta
Performance Marketing
Read case →
Wellness
Central Wellness

We taught a leading wellness clinic's ad platforms to chase value, not the cheapest lead — and high-value bookings rose 230%.

MetaMetaGoogleGoogle
Performance Marketing
Read case →
Tourism
Luxury Boat Tours

Turned a non-converting social account into an intent-led engine, with retargeting driving high intent and search tailored by market.

MetaMetaForeplayForeplayTiktokTiktok
Performance Marketing
Read case →
Wellness
Central Wellness

A wellness clinic's real product is the revenue each practitioner generates.

MetaMetaForeplayForeplayGoogleGoogle
Performance Marketing
Read case →
Hospitality
Ashley Group

A leading hotel group depended on OTAs for bookings. We built a direct channel it owns — >40× return, and revenue became predictable.

MetaMetaGoogleGoogle
Performance Marketing
Read case →
Real Estate
Palma Islands

We separated five blended markets, found the real buyers, and cut cost per qualified lead by over 70%.

MetaMetaForeplayForeplay
Performance Marketing
Read case →
Healthcare
Premium Orthopedic Clinic

High-intent patients were searching — and the clinic had no way to be found. We built a two-channel funnel per condition, and leads grew 4.2× a month.

MetaMetaForeplayForeplayTiktokTiktok
Performance Marketing
Read case →
Megabuild

A fixed budget, a dual audience, 2.5 weeks — how we filled Megabuild Indonesia to 110% of its attendee target on Meta.

EmailEmailWhatsAppWhatsAppMetaMeta
Performance Marketing
Read case →
MICE
Leading Event & Media Group

An events & media group launched a first-time food expo nobody had heard of. We built the demand from scratch — >20,000 tickets sold, 5X ROAS.

WhatsAppWhatsAppMetaMetaForeplayForeplay
Performance MarketingData & Analytics
Read case →
HealthcareWellness
On Demand Medical Group

We grew a leading on-demand doctor and wellness brand on less ad spend — more patients, more revenue, and double the return on media.

GoogleGoogleMetaMeta
Performance MarketingFunnel & CROData & Analytics
Read case →
Tourism
Luxury Boat Tours

We rebuilt a luxury boat-tour operator's paid engine from zero — and grew the channel where the margin lives: direct revenue, up over 30% in 30 days.

MetaMetaForeplayForeplayTiktokTiktok
Performance MarketingData & AnalyticsFunnel & CRO
Read case →
Wellness
Ikigai

We built IKIGAI's paid acquisition engine from scratch — an intro offer that brings in members who came for the practice, not the discount.

MetaMeta
Performance MarketingFunnel & CROData & Analytics
Read case →
Healthcare
Premium Orthopedic Clinic

We turned an orthopedic specialist clinic’s paid setup into a lead machine: >4× more monthly leads with budget up under 25%.

MetaMetaGoogleGoogle
Performance MarketingPerformance CreativeData & Analytics
Read case →
Real Estate
Palma Islands

We rebuilt a luxury Bali developer's investor acquisition from zero — and cut cost per qualified lead over 70% in 30 days.

MetaMetaForeplayForeplay
Performance MarketingPerformance CreativeFunnel & CRO
Read case →
Megabuild

2.5 weeks to fill Megabuild Indonesia's 22nd edition — three tracks in parallel, and the next pipeline won.

EmailEmailWhatsAppWhatsAppMetaMeta
Performance MarketingPerformance CreativeGTM & Growth Lab
Read case →
Proof

What restructured Google Ads accounts actually look like.

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.

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.

1:48

Came to GTMLab for predictability over unreliable growth. They delivered in a quarter: revenue +27%, CPC -50%, bookings +20%. Highly recommend for anyone looking to grow and scale.

Karim
Co-Founder at Bluuu
+27%Revenue
+20%Bookings
1:32

They built our entire marketing funnel end-to-end and owned every deliverable. Not an ad-hoc agency you pay to run a few campaigns and hope it works.

Gianni Melwani
Co-Founder & Director at Ikigai Studios
“

We weren't even sure it was possible, and we wanted GTMLab to validate whether there is a way to acquire partners predictably. GTMLab didn’t just answer 'yes'—they proved it.

Kristiana Niken Tri Ristamtini
National Acquisition Manager at Lion Parcel
“

We wanted a way to grow our paid ads, and GTMLab delivered. Our website bookings went up, and over a year later, they're still the team that we trust. We couldn't be happier with how it turned out.

Director
Ashley Hotel Group
“

The results were amazing. I even showed the setup to friends who are experts on running ads, and none of them could find a thing to critique.

Founder
On-demand Doctor and Wellness Group
“

Hearing care runs heavily on trust, so for years we've been living through referrals. GTMLab built the engine that changed it. Within a month, bookings were up 30% across every branch.

Affendy
General Manager at Hearing Vision