# Ad-Lab

Ad-Lab is the Google and YouTube Ads agency for ecommerce brands scaling past $30K/month. AI-first, performance-priced, full-funnel. We run the whole system around the ad: landing pages, video and image creative at AI velocity, feed and GMC engineering, server-side tracking, and the AI ops layer that audits and protects accounts every day. Most agencies just manage the account. We make the account part of a system that compounds.

$150M+ managed across 350+ DTC brands. 4.9 / 5 on Trustpilot. Performance pricing, no retainer, month-to-month.

## Channel scope (locked)

- Google Ads (Search, Shopping, Performance Max, AI Max, Demand Gen)
- YouTube Ads (in-stream, Shorts, in-feed, Discover)
- Not Meta, not TikTok, not LinkedIn. We refer those to specialist partners. The work that compounds Google + YouTube spend at scale is full-time work.

## What we do (the system around the ad)

- **Paid acquisition core**. Google + YouTube Ads run by senior buyers. No junior swap. Same operator inside the account from day one to year one.
- **Landing pages**. Five to ten 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 (eighteen angles per cycle). Mass tested. Image generation across PMax, Shopping, PDP, editorial.
- **Feed and GMC engineering**. Title structure, custom labels, 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, 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. Reports written without manual formatting. Outcomes only; we do not expose internal architecture.

## Measurement model (POAS over ROAS)

POAS (Profit on Ad Spend) is what we optimise against. ROAS in a vacuum doesn't account for product margin, refunds, return rate, or new-versus-repeat customer mix. POAS does. Every Ad-Lab client gets a weekly cross-channel readout that ties Google + YouTube spend to AOV, blended CPA, and total MER, not a spreadsheet of in-channel ROAS.

## The offer ladder

- **Free Ad-Lab Audit** (the lead offer, primary CTA across the site). Real audit deliverable: where the account is leaking, what we'd fix, the rebuild plan we'd run. Free. Pre-engagement.
- **The 90-Day Account Rebuild + Scale Strategy** (the paid engagement). Three phases: Audit (deep) > Strategy > Scale. Performance-priced, month-to-month.

The audit is what hooks ecom founders. The rebuild is what gets pitched inside the audit.

## Resources

- **Blog**. Patrick Schenken publishes one Google Ads piece every working day. https://www.ad-lab.io/resources/blog
- **Glossary**. Every Google Ads term ecom operators search before they understand the platform. PMax, asset groups, search themes, AI Max, Demand Gen, MER, EMQ, POAS, GMC. https://www.ad-lab.io/resources/glossary
- **Free templates**. Audit checklists, frameworks, scripts pulled from inside live ecom accounts. https://www.ad-lab.io/resources/templates
- **FAQ**. Long-form answers to every question Ad-Lab handles on free-audit calls. https://www.ad-lab.io/resources/faq
- **Learning Hub**. Structured tracks for ecom founders going from $30K to $300K+ of monthly Google + YouTube spend. https://www.ad-lab.io/resources/learning-hub
- **Resources index**. https://www.ad-lab.io/resources

## Who we work with

- Ecommerce brands, primarily DTC and Shopify-native or Shopify-friendly
- $30,000+/month current ad spend OR $100,000+/month current revenue (the qualification gate is real, not a marketing line)
- US, UK, Europe, UAE, Australia (English-speaking primary markets)
- 28-45 founders, performance-minded, allergic to vague reporting
- Brands that already tried agencies and want operators next time

We do not work with: pre-revenue brands, B2B / SaaS-only, lead-gen heavy, local services, brands looking for a 30-page slide deck instead of clean numbers.

## Founders

- **Patrick Schenken**. Founder & CEO. Writes The Operator Brief, one Google Ads piece every working day, and runs strategy across the agency's 350+ accounts. The brain inside your account day one is the same brain inside it day 365.
- **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 month over month.

## Named case studies

- 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. scaled spend from $20K to $170K/month at 1500% ROAS
- BodyLura & VitaLura Labs. email revenue grew from under 20% to 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

## How to engage

Free Ad-Lab Audit, applied at https://www.ad-lab.io/#book. Same-day response if the applicant fits the qualification gate. Post-booking flow at https://www.ad-lab.io/next-step.

## Authority profiles

- Newsletter (The Operator Brief). https://adlab.beehiiv.com
- Trustpilot. https://www.trustpilot.com/review/ad-lab.io
- Instagram. https://www.instagram.com/agency.adlab
- LinkedIn. https://www.linkedin.com/company/ad-lab-io
- X. https://x.com/agency_adlab

## Site map

- https://www.ad-lab.io/. homepage (hero, problem, services, AI ops, asset production, process, results, reviews, intel, FAQ, qualification, book)
- https://www.ad-lab.io/about. founder bios, team, departments
- https://www.ad-lab.io/resources. resource hub index
- https://www.ad-lab.io/resources/blog. daily Google Ads writing
- https://www.ad-lab.io/resources/glossary. 70+ Google Ads terms defined
- https://www.ad-lab.io/resources/templates. audit checklists and frameworks
- https://www.ad-lab.io/resources/faq. long-form FAQ
- https://www.ad-lab.io/resources/learning-hub. structured Google + YouTube tracks
- https://www.ad-lab.io/next-step. post-booking page
- https://www.ad-lab.io/privacy. privacy policy
- https://www.ad-lab.io/terms. terms of service

## 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.).

## Agent discovery (WebMCP + MCP + OpenAPI)

Ad-Lab exposes agent-discoverable surfaces at every layer of the 2026 spec.

- **WebMCP manifest** at https://www.ad-lab.io/webmcp.json (Microsoft + Google editors, draft 2026-05-20). Browser-side tools are registered via `navigator.modelContext.registerTool()` on page load.
- **MCP server descriptor** at https://www.ad-lab.io/.well-known/mcp-server.json. MCP-aware clients connect here directly.
- **OpenAPI 3.1 spec** at https://www.ad-lab.io/api/openapi. Every public endpoint described in machine-readable form.
- **agent.json** at https://www.ad-lab.io/agent.json. Agent discovery manifest with channel scope, service areas, endpoint list, trust signals.
- **ai-plugin.json** at https://www.ad-lab.io/.well-known/ai-plugin.json (legacy ChatGPT plugin format, kept for compatibility).
- **agent-skills index** at https://www.ad-lab.io/.well-known/agent-skills/index.json. Self-contained capability descriptors.
- **dataset catalog** at https://www.ad-lab.io/.well-known/dataset.json. Public dataset discovery.
- **security.txt** at https://www.ad-lab.io/.well-known/security.txt (RFC 9116).

## Agent-callable endpoints

All endpoints return JSON, no auth required, rate-limited (100 req/min/IP):

- `/api/agent/blog` — blog index with categories, authors, dates
- `/api/agent/glossary?term=X` — Google Ads glossary lookup
- `/api/agent/templates` — free audit templates and frameworks
- `/api/agent/case-studies?vertical=X` — named DTC case studies with before/after numbers
- `/api/agent/learning-tracks` — structured learning paths
- `/api/agent/calculators` — free Google Ads calculators (POAS, MER, CAC payback, LTV, break-even ROAS)
- `/api/agent/locations?country=X` — country and city playbooks
- `/api/agent/faq?q=X` — FAQ entries
- `/api/agent/services` — full services catalog
- `/api/agent/audit` — audit deliverable shape (GET) + intake submission (POST)
- `/api/agent/book-call` — booking link + intent capture
- `/api/agent/pricing-inquiry` — pricing intent capture (performance-priced, quoted on the audit call)

## Content authorship + provenance

Every blog post on https://www.ad-lab.io/resources/blog is written by Patrick Schenken (or, in a handful of pieces, by Stephan Ochse with explicit byline). No AI-generated content. Page-level provenance declared via `<meta name="ai-content-declaration" content="human-authored">`. Site-level policy at https://www.ad-lab.io/ai.txt.

## Crawler policy

This site allows AI crawlers. GPTBot, ClaudeBot, PerplexityBot, OAI-SearchBot, anthropic-ai, Perplexity-User, Google-Extended, Applebot-Extended, Amazonbot, Bytespider, DuckAssistBot, YouBot, MistralAI-User, plus Googlebot, Bingbot, and standard search engines explicitly via /robots.txt. Content-Signal directives (`search=yes, ai-train=yes, ai-input=yes`) cover the IETF draft. All public content is server-rendered and accessible without JavaScript. Sitemap index at https://www.ad-lab.io/sitemap-index.xml, with the main sitemap, news sitemap (with `news:keywords` + `news:genres`), and images sitemap as siblings.