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 →

A Meta Ads agency built for predictable, profitable growth.

We run Facebook, Instagram and Reels for brands that want every dollar to trace to a real customer — fixing the tracking and the creative most accounts get wrong.

Book a Meta Ads audit ↗See the wins
★ ★ ★ ★ ★
$10M+ Meta spend operated · EMQ 9+/10 the standard
11.11 Bali RetreatsBali Villa HubCentral WellnessFirefly Eco Lodge Ubud
Ashley GroupBalkan ShawarmaCinepolisGleneagles
Atelier Ubud Art HotelBluuuDoré by LeTaoGoDrinks
Bali Villa HubCekatAIELSA SpeakHangover Lounge Bali
We are experts at

Every Meta surface and every lever that moves CAC.

12 capabilities under one Meta pod. Six placements your audience actually scrolls; six disciplines that decide whether the algorithm learns or guesses.

Surface

Facebook Feed

Static · carousel · collection · lead form

Surface

Instagram Feed

Static · carousel · shopping tags · creator partnership ads

Surface

Reels

Vertical motion · UGC · sound-on creative · remix-aware briefs

Surface

Stories

9:16 motion · sticker overlays · swipe-up CTAs

Surface

Marketplace & Search

Intent-side placements · catalog-aware bidding

Surface

Audience Network

In-app inventory · placement-level optimization · brand-safety overlay

Discipline

Advantage+ Campaigns

ASC · Advantage+ Shopping · budget allocation · placement opt-outs

Discipline

Conversions API (CAPI)

Server-side via GTM/Stape · dedup · all 8 match-quality params · EMQ 9+/10

Discipline

Audience Architecture

Lookalike layering · broad-targeted Advantage+ · overlap remediation

Discipline

Creative Testing Cadence

8–12 variants/week · angle-tested · AI-briefed · weekly kill list

Discipline

Catalog & Shopping Ads

Feed hygiene · dynamic creative · Advantage+ Shopping migration

Discipline

Attribution & Reporting

7d-click vs 1d-click reconciliation · GA4 ↔ Meta dedupe · revenue tracing

Recent Meta wins

Accounts we rebuilt, with the numbers behind them.

How brands across D2C, hospitality, healthcare, and SaaS broke their Meta ceiling once the signal was clean and the creative cadence held.

Healthcare
Premium Orthopedic Clinic

A premium orthopedic clinic relied on referrals. We built their paid strategy from scratch — profitable from month one.

Read case →
Real Estate
Palma Islands

A luxury developer grew on referrals with no way to predict demand. We built a paid acquisition engine — >3X qualified leads volume in 30 days

Read case →
Tourism
Luxury 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%.

Read case →
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.

Read case →
Proof

What clean signal + a creative cadence actually look like.

Meta Ads

High-End Boutique Hotel Chain

Performance MarketingFunnel Strategy & CRO
>70X
ROAS
-25%
Cost per conversion

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, the moment someone's 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.

Meta Ads

B2B Food Industry Trade Expo

Performance MarketingFunnel Strategy & CROPerformance Creative
20,000+
Tickets Sold
1,000+
High-intent B2B Meetings Booked

An established conglomerate requested our help running food-industry trade for the very first time — no pixel history, no audiences, no benchmark to lean on. We built the acquisition engine from zero: audience architecture, registration funnel, and creative tuned to drive sign-ups, not just clicks. Drove over 20,000 ticket sales at around $4 cost each on the debut campaign — the kind of efficiency most accounts take years to reach.

Meta Ads

Boutique Premium Tour

Performance MarketingPerformance CreativeFunnel Strategy & CROGTM & Growth Lab
18.87X
ROAS
>50%
Growth in Direct Website Booking

A boutique premium tour operator competing for high-intent foreign travelers in a market crowded with OTAs and resellers. We built a full-scale Meta booking engine — relentless creative testing across nearly 200 campaigns, audience architecture tuned to traveler intent, and a funnel that sells the experience before the price. Sustained an 18.87× blended ROAS at volume, turning paid social into a direct booking channel they own instead of relying on aggregators.

Meta Ads

Premium Orthopedic & Joint Clinic

Performance MarketingPerformance CreativeFunnel Strategy & CRO
>500
Monthly Patient Inquiries
-40%
Cost per lead vs. start

A premium orthopedic clinic was running entirely on doctor referrals and word-of-mouth — paid social had never even been tested as a way to reach patients. Orthopedic care is notoriously hard to advertise: people don't shop for it until something hurts. So we built a Meta messaging engine that put the clinic straight into conversation with patients already looking for care. The result: 1,527 patient inquiries at $5.54 each in a single quarter — a predictable, low-cost top of funnel in a category most clinics can't crack.

Meta Ads

Boutique Yoga Studio — High-Ticket Enrollment

Performance MarketingFunnel Strategy & CROPerformance Creative
65X
ROAS
>100
Monthly Qualified Leads

A premium yoga studio was launching a high-ticket teacher-training certification — a multi-thousand-dollar commitment — into a small, high-intent audience. Most brands can't sell a course like that on paid social at all: the price scares off impulse buyers and the audience is tiny. So we built a paid funnel tuned for exactly that buyer — targeting, creative, and a registration flow built for a serious commitment, not a casual sign-up. It filled the cohorts at roughly $119 per enrollment, turning paid social into a profitable channel for a course most brands can't crack.

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 a trusted brand and no real digital engine — online sales were an afterthought, running at barely-profitable ROAS. So we built the creative and paid media machine from the ground up: the right offer, full-funnel creative, and a scaling system tuned to their catalog. In three months, D2C went from a side channel to a primary revenue line — and ROAS went from 9× to 89.82×.

Meta Ads

Premium Multi-Country Healthcare Network

Performance MarketingData & AnalyticsPerformance CreativeFunnel Strategy & CRO
−56%
Cost per lead
5,000+
Qualified leads

A premium healthcare network running paid acquisition across 4 markets with attribution that the CFO couldn't defend. We rebuilt tracking, server-side, and the reporting ledger — same spend, 56% lower cost per qualified lead.

Meta Ads

Boutique Fitness Chain

Performance Marketing
62×
Tracked ROAS
-65%
Customer Acquisition Cost

A boutique fitness chain was selling memberships cold, straight from the first touch, and it wasn't landing — nobody commits to a studio they've never set foot in. So we tested the offer and rebuilt the funnel around a value ladder: a low-friction first class up front, the membership once the visit earned the trust. With campaign structure and tracking rebuilt around it, ROAS hit 62× in 90 days and held for 12 months.

Meta Ads

Hospitality Brand Operating 15 Hotels

Performance MarketingData & AnalyticsFunnel Strategy & CRO
22X
ROAS
>200%
Direct Booking Increase

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.

Meta Ads

E-commerce Brand for Beverage Delivery

Performance CreativePerformance Marketing
>15X
MER
>30%
growth in New Customer ROAS (ncROAS)

A fast-growing beverage brand looking to scale delivery beyond organic demand. We built a Meta acquisition engine focused on local intent, turning paid social into a consistent driver of delivery orders.

Meta Ads

E-commerce Brand for Supplements

Funnel Strategy & CROPerformance Marketing
+22%
ROAS growth in 1 month
>40%
CTR uplift in 1 month

A nutritional supplement brand lacking systematic creative testing at scale. We rebuilt their creative testing machine, created 30 creatives, and increased ROAS from 1.89 (breaking-even) to 2.31 (profitable) in just 1 month.

Why us

Why Meta 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 META OPERATORS

Buyers who’ve scaled $1M+/mo accounts.

Every account gets a senior Meta buyer who’s scaled past $1M/month and rebuilt CAPI on accounts of every shape. No juniors learning on your spend.

AI SIGNAL LAYER

Creative fatigue caught at day 6, not day 13.

AI watches hook rate, frequency, and CPM hourly. Fatigue flagged a week before human review would notice. Next round of creative is already in the pipeline.

EMQ 9+/10 STANDARD

The signal Meta wishes every account fed it.

CAPI deployed in week one. All eight match-quality parameters wired. EMQ climbs from 5/10 to 9+/10 inside 14 days. The algorithm finds buyers your Pixel-only setup couldn’t.

CREATIVE CADENCE

8–12 new variants every week.

Brief agent generates 8–12 angles per week from winning patterns. Critique agent filters predicted duds before they ship. Hit rate climbs from 10–15% to 30%+ inside the account.

TRACED REVENUE

Meta ROAS you can trust to the dollar.

GA4 ↔ Meta reconciliation. Dedupe rules confirmed. 7d-click vs 1d-click both surfaced. No more "Meta says 4×, GA4 says 2×." One number, traced from impression to revenue.

Use cases

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

Every Meta account walks in with a different problem. Eight scenarios our Meta pod is built for — from EMQ rebuilds to multi-market Advantage+ migrations.

SIGNAL REBUILD

From EMQ 5 to EMQ 9+ in two weeks.

CAPI deployed server-side via GTM or Stape. All eight match-quality parameters wired. The algorithm sees the conversion the way your CRM does.

STRUCTURE COLLAPSE

From stacked ad sets to broad Advantage+.

Nine overlapping lookalike layers collapsed into 2–3 broad-targeted Advantage+ campaigns. Creative becomes the targeting lever; the algorithm gets room to learn.

CREATIVE CADENCE

From 4 ads/month to 10 ads/week.

Brief agent generates angles from winning patterns. Critique agent filters duds. Hit rate climbs from 10–15% to 30%+ inside the account.

CATALOG MIGRATION

From spreadsheet feeds to Advantage+ Shopping.

Product feed hygiene, dynamic catalog ads, and Advantage+ Shopping migration for D2C and F&B accounts ready to scale beyond static creative.

SCALE SAFELY

From scaling fear to 20% weekly steps.

Budget scales in 15–20% increments once signal is clean. Operators watch CPM, hook rate, and frequency hourly. Spend lifts without CAC drift.

PRODUCT LAUNCH

From product launch to first 1,000 buyers.

Pre-launch warming, launch-day burst, post-launch retargeting ladder. Meta is the channel that decides whether a launch ships or stalls.

MULTI-MARKET

From single market to multi-currency Meta engine.

Country-specific creative, localized hooks, currency-aware reporting, multi-pixel architecture where it matters. Same pod, every market.

LEAD QUALITY

From cheap Meta leads to closed-won pipeline.

Offline conversion import from CRM. Advantage+ retrained on closed-won, not form-fills. Lead quality climbs without the volume falling off.

In their own words

What Meta clients say once the signal is clean.

Operators we’ve shipped Meta media for — many still under NDA, so company names are redacted to category. The shared moment: the auction stops feeling like luck.

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
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
“

We've always focused on B2B, and going direct to consumers felt like starting a new company. GTMLab built the system that made it work, and now D2C is a real source of revenue.

Head of Marketing
Hokione
“

We realised we relied too much on OTAs, and we had to do something about it. GTMLab delivered, helping us increase our direct bookings in ways we'd never have imagined.

Director
Ashley Hotel Group
“

Marketing in healthcare is its own challenge, so much you're not allowed to say or do, and we’ve never really cracked it. GTMLab built the system around it, and bookings were up 50% in a month.

Alvin
Co-founder at Dental Now
“

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
Process

From Meta kickoff to compounding.

4 weeks to deploy CAPI, rebuild the structure, and run the first creative cycle. Then a system that gets sharper every week.

Week 1

Audit & Signal Diagnosis

What happens

EMQ score pulled. Pixel + CAPI dedup audited. Audience overlap mapped. Creative library scored against winning patterns. Three named leaks surfaced.

What you get

A full signal-side picture and a rebuild plan you can read in one sitting.

Week 2

CAPI + Advantage+ Rebuild

What happens

Server-side events deployed via GTM or Stape. All eight match-quality parameters wired. Stacked lookalike structure collapsed into broad-targeted Advantage+ campaigns.

What you get

EMQ climbing to 9+/10. A clean account structure the algorithm can actually learn from.

Week 3

Creative Cadence Live

What happens

First batch of 8–12 new variants ships. Brief agent generates angles from winning patterns. Critique agent filters duds. Live dashboard built. Slack channel active.

What you get

A working creative pipeline plus full transparency from impression to revenue.

Week 4

Optimize & Compound

What happens

First full creative cycle reviewed. Winners scaled in 15–20% steps. Losers killed inside 7 days. Audiences tightened. Bids re-cut. AI Signal Ops fully running.

What you get

First measurable ROAS lift and the operating cadence that compounds every month after.

Account Strategy
CAPI & Tracking Ongoing
Meta Media Buying Ongoing
Creative Testing Ongoing
AI Signal Ops & Dashboarding Ongoing
Then it doesn’t stop
Daily

Hook rate & CPM watched hourly.

AI scans every active ad. Hook rate, frequency, CPM, cost-per-result anomalies surfaced before the day starts. Operators triage in the first 30 minutes.

  • Hook rate & frequency alerts
  • Creative fatigue triggers
  • EMQ drift detection
Weekly

What shipped, what worked, what’s next.

30-minute call. Top three winners, killed losers, next week’s 8–12 variants. No status theater — just creative decisions and shipping.

  • Performance recap
  • Creative pipeline review
  • Next-week brief queue
Monthly

Every Meta dollar traced to revenue.

Attribution report by ad, audience, placement, and cohort. CAC trend, LTV, 7d-click vs 1d-click reconciliation. In your inbox by the 3rd.

  • Ad-level attribution
  • Placement win-rate report
  • CAC & LTV trendlines
Quarterly

Meta strategy reset every 90 days.

Strategy reset session. New surface tests (Reels, Marketplace, Audience Network), new creative themes, multi-market reallocation. Driven by data, not deck.

  • Surface & placement review
  • New angle proposals
  • Budget reallocation
Always-on

Same-day moves, no ticket queues.

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

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

Brand safety & policy, audited.

Every creative reviewed against Meta’s policy + your brand-safety rules before launch. Disapprovals tracked. Appeals shipped same-day where the policy reads ambiguous.

  • Pre-launch policy check
  • Brand-safety overlay
  • Disapproval & appeal log
Add-ons

Pair Meta with the rest of the engine.

Meta Ads compounds fastest when the creative pipeline, funnel, and tracking are all running clean. Most accounts run two or three of these together.

See the full Performance Marketing service →

Performance Creative

The 8–12 variants/week pipeline that keeps Meta’s algorithm fed.

SERVICE

Funnel Strategy & CRO

After the click. Landing pages, checkout flows, post-purchase ladders.

SERVICE

Data & Analytics

CAPI deployment, GA4 reconciliation, attribution rebuilt server-side.

SERVICE

Google Ads

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

CHANNEL

GTM & Growth Lab

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

SERVICE

Meta Account Teardown

30-day diagnostic of where your Meta 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 Meta Ads call.

Usually inside two weeks of kickoff. CAPI gets deployed week one (via GTM or Stape, depending on your stack). Week two we patch the missing customer-info parameters and run validation traffic. Most accounts climb from 5/10 to 9+/10 inside fourteen days.

Both, usually. Performance Creative is a sister service that pairs with Meta Ads — most clients run them together so the creative cadence stays in sync with what the media side is testing. If you already have an in-house creative team, we work alongside them and brief from winning patterns.

Depends on conversion volume and account history. Advantage+ has earned its place on most D2C accounts with 50+ weekly conversions. CBO still wins on B2B and high-AOV accounts where the algorithm needs more constraint. The audit tells us which one fits — we don’t run a default.

Around $10K/month is where the structural rebuild starts to pay for itself — below that the algorithm doesn’t get enough volume to learn. Above $50K/month is where the creative cadence compounds fastest because every dollar funds more variant testing.

Week 2 once CAPI is live and EMQ climbs — the algorithm starts finding cleaner audiences. Week 4 when the new creative cadence kicks in. Week 8–12 is where compounding really shows: every winning ad feeds the next round and hit rate climbs from 10–15% to 30%+ inside the account.

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

That’s exactly what CAPI is for. Server-side events bypass the iOS-induced Pixel signal loss. Most accounts recover 15–25% of conversions Meta couldn’t see before, and the algorithm rebuilds lookalikes from the cleaner data.