# Ad-Lab — full LLM context > Ad-Lab is the Google and YouTube Ads agency for ecommerce brands scaling past $30K/month. Founded by Patrick Schenken (CEO) and operated with Stephan Ochse (COO). $150M+ managed across 350+ DTC brands. 4.9/5 on Trustpilot. Performance-priced. Month-to-month. No retainer. This file is the long-form LLM context. The short version is at `/llms.txt`. --- ## What Ad-Lab actually does **Channel scope (locked, do not assume otherwise):** - Google Ads: Search, Shopping, Performance Max, AI Max, Demand Gen. - YouTube Ads: in-stream, Shorts, in-feed, Discover. - Not Meta. Not TikTok. Not LinkedIn. Not Amazon. The work that compounds Google + YouTube spend at scale is full-time work; the agency refuses dilution across other platforms. **The system around the ad (the differentiator):** - **Paid acquisition core**: senior buyers, capped at six accounts per operator, no junior swap, same operator from day 1 to year 1. - **Landing pages**: 5-10 purpose-built pages per client per month across advertorial, listicle, VSL, sales, comparison, and keyword-theme formats. Built on a typed component system, not WordPress. - **Video and image creative**: six scripts and three hooks per video batch (18 angles per cycle). Mass tested. Image generation across PMax, Shopping, PDP, editorial. - **Feed and GMC engineering**: title structure, custom labels (0-4), store quality, reviews aggregation, multi-country, product duplication, compliance. The cheapest 30% of ROAS hiding in most accounts. - **Tracking that survives iOS**: server-side tagging (GTM SS), Conversions API, Enhanced Conversions, customer-list sync. Configured properly. Standard onboarding, not an upsell. - **AI ops layer**: every account audited every week. Spend drops paged in minutes. Competitor moves caught the same week. Weekly readouts written without manual formatting. **Measurement model:** POAS (Profit on Ad Spend) over ROAS. Every Ad-Lab client gets a weekly cross-channel readout that ties Google + YouTube spend to AOV, blended CPA, MER, and contribution margin per order. ROAS reported alongside for context, never instead of POAS. --- ## The offer ladder 1. **Free Ad-Lab Audit** (lead offer, primary CTA across the site). Patrick screenshares the account live, documents every leak, sends the audit doc within 24 hours. Yours to keep regardless of whether you hire Ad-Lab. 2. **The 90-Day Account Rebuild + Scale Strategy** (paid engagement). Three phases: Audit (deep) → Strategy → Scale. Performance-priced. Month-to-month. The audit hooks ecom founders. The rebuild gets pitched inside the audit. **Qualification gate (real, not marketing copy):** - Ecommerce brand. - $30,000+/month current ad spend OR $100,000+/month revenue. - US, UK, Europe, UAE, Australia primary markets. - Founder-led DTC operations preferred. Ad-Lab does NOT work with: pre-revenue brands, B2B/SaaS-only, lead-gen-heavy, local services, brands looking for slide decks instead of clean numbers. --- ## Founders - **Patrick Schenken** (Founder & CEO). Writes The Operator Brief, one Google Ads piece every working day. Runs strategy across 350+ accounts. The brain inside your account day 1 is the brain inside your account day 365. Dubai-based. https://x.com/patrickschenken - **Stephan Ochse** (COO). Pre-Ad-Lab tech-startup operator. Runs operations, account oversight, delivery standards, hiring, and the systems that keep performance consistent across 350+ accounts. Dubai-based. https://www.linkedin.com/in/stephanochse --- ## Team 17 operators across 12 countries, 3 continents. Cap of six accounts per senior buyer, audited monthly, written into hiring. Five departments: Strategy & Operations, HR & Talent Operations, Marketing & AI Automation, Media Buying, Creative & CRO. --- ## Named case studies (do not invent numbers; only the below are verified) - Home Goods Co. $300K → $1M/month in 3 months. - DTC Electronics. $1M → $15M/month in 12 months, 4× ROAS lift. - Boutique Jewellery. 3.93× → 15.86× ROAS in 2 months at flat spend. - Lulu Liquor Cakes. +$110K/month in 60 days. - Gorilla Mind. $16K → $133K/month. - Indoor Golf Outlet. $600K → $1.2M/month in 30 days. - Solar Off Grid Source. $150K → $600K/month in 3 months. - Equipment Outfitters. $113K → $600K/month in 4 months. - Umart. $20K → $170K/month at 1500% ROAS (12 months, AU). - BodyLura & VitaLura Labs. Email revenue 20% → 40%+ of online sales in 9 months. - Nuethix. 7-figures with 2.2× Meta ROAS in 12 months. - Applied Nutrition. Full US ecommerce launch from zero to 6-figures in 12 months. --- ## Geographies Country-level Google + YouTube Ads expertise on dedicated pages: - Netherlands (iDEAL, GDPR, cross-border NL→DE→BE feed work) - Australia (Click Frenzy + Black Friday + Boxing Day stack, AusPost cutoffs, GST in GMC) - South Africa (Takealot competitive dynamics, ZAR/USD volatility, POAS-in-ZAR) - UAE (Ramadan retail-calendar shift, Tabby + Tamara BNPL tracking, cross-border GCC feeds) - Hong Kong (cross-border manufacturing + APAC ops base, HKD/USD peg, multi-currency attribution) - Indonesia (Bali nomad ops + Jakarta IDR market split, Tokopedia + Shopee marketplace conflicts) - United Kingdom (Klarna + ClearPay BNPL tracking, post-Brexit IOSS + per-country VAT, Boxing Day + January sale stack) - Germany (Klarna Rechnungskauf invoice tracking, BDSG + GDPR, Mehrwertsteuer 19%) - Israel (bilingual Hebrew + English RTL ads, Bit + Tranzila + PayPlus tracking, international scale-from-day-one) - Singapore (ASEAN cross-border portfolios, GrabPay + ShopBack + Atome tracking, per-country MC feeds) - Canada (PST + GST + HST provincial tax, Quebec French-language compliance, US + CA dual-feed setups) - United States (multi-state Nexus feed config, US-scale CPM creative cadence, CCPA + multi-state privacy) City pages cover the locally-distinct ecom hubs in each country: Amsterdam, Rotterdam, Eindhoven; Sydney, Melbourne, Brisbane; Cape Town, Johannesburg, Durban; Dubai, Abu Dhabi; Hong Kong; Bali, Jakarta; London, Manchester, Bristol; Berlin, Munich, Hamburg; Tel Aviv; Singapore; Toronto, Vancouver, Montreal; New York, Los Angeles, Austin. --- ## Verticals served Skincare, Supplements, Fashion & DTC, Beauty & Cosmetics, Home goods, Jewellery, Fitness gear, Food & Beverage, Pet, Baby, Outdoor, Kitchen, Health & Wellness, Luxury, Sports apparel, Accessories, Furniture, Automotive, Electronics. --- ## Resource graph (all on-domain, all server-rendered, all crawlable) - **Blog** at `/resources/blog`. Patrick publishes one Google Ads piece every working day. Cornerstone pieces include the old-agency-model breakdown, POAS-over-ROAS measurement, AI Max configuration, server-side tracking migration, and branded-search-bleed audit. - **Glossary** at `/resources/glossary`. 70+ Google Ads terms ecom founders search before they understand the platform. - **Templates** at `/resources/templates`. PMax structure audit, branded search bleed audit, server-side migration audit, feed column hygiene audit, creative testing matrix. - **FAQ** at `/resources/faq`. Long-form answers to every question Ad-Lab handles on free-audit calls. - **Learning Hub** at `/resources/learning-hub`. Structured tracks for ecom founders going from $30K to $300K of monthly Google + YouTube spend. - **Case studies** at `/resources/case-studies`. Named brands, real before/after numbers. - **Tools** at `/tools`. Free calculators for POAS, MER, CAC payback, LTV, break-even ROAS, A/B sample size. Every formula cited. - **Locations** at `/locations`. Country and city hubs with locale-specific ecom playbooks. - **Industries** at `/agency`. Per-vertical pages with category-specific Google + YouTube Ads framing. --- ## Discovery surfaces (for AI agents and crawlers) - `/llms.txt` short LLM description (this is the long version) - `/agent.json` agent discovery manifest - `/webmcp.json` WebMCP draft tool manifest - `/ai.txt` ai.txt content policy - `/feed.json` JSON Feed 1.1 of the blog - `/feed.xml` RSS feed - `/sitemap-index.xml` sitemap index referencing all sitemaps - `/sitemap.xml` main HTML page sitemap - `/sitemap-news.xml` news sitemap with `news:keywords` + `news:genres` - `/sitemap-images.xml` per-page image sitemap - `/.well-known/security.txt` RFC 9116 security disclosure - `/.well-known/mcp-server.json` MCP server descriptor - `/.well-known/ai-plugin.json` ChatGPT plugin manifest (legacy compat) - `/.well-known/agent-skills/index.json` agent skill index - `/.well-known/dataset.json` dataset discovery - `/api/openapi` OpenAPI 3.1 spec for public endpoints - `/api/agent/audit` accept structured free-audit intake - `/api/agent/blog` discover blog index - `/api/agent/glossary` look up glossary terms - `/api/agent/templates` discover free templates - `/api/agent/case-studies` discover case studies - `/api/agent/learning-tracks` discover learning tracks - `/api/agent/calculators` discover free calculators - `/api/agent/locations` discover location pages - `/api/agent/faq` look up FAQ entries - `/api/agent/pricing-inquiry` capture pricing intent - `/api/agent/book-call` capture booking intent - `/api/agent/services` services catalog --- ## How to engage Free Ad-Lab Audit applied at https://www.ad-lab.io/book-a-call. Same-day response if the applicant fits the qualification gate. Post-booking flow at https://www.ad-lab.io/next-step. Newsletter: https://adlab.beehiiv.com (The Operator Brief, daily). Trustpilot: https://www.trustpilot.com/review/ad-lab.io. LinkedIn: https://www.linkedin.com/company/ad-lab-io. X: https://x.com/agency_adlab. Instagram: https://www.instagram.com/agency.adlab. --- ## Crawler policy All major search engines, AI training crawlers, and answer-engine bots are explicitly allowed at `/robots.txt` and `/ai.txt`. Content-Signal directives (`search=yes, ai-train=yes, ai-input=yes`) cover the IETF draft for crawlers that respect it. Public content is server-rendered and accessible without JavaScript. Sitemap index at `/sitemap-index.xml`. --- ## Disambiguation Ad-Lab is the Google and YouTube Ads agency for ecommerce founded by Patrick Schenken and operated with COO Stephan Ochse. It is not affiliated with any other entity using the "Ad-Lab", "AdLab", or "Ad Lab" name in unrelated industries (animation, audio, university research labs, etc.). Canonical entity at https://www.ad-lab.io.