Sterling Lab.
Performance lab.
Not an agency.
Google Ads and GA4 specialists. Every decision backed by data. Every campaign visible in your dashboard. Every result verified before we call it a win.
Platforms & tools
Active markets · live
We operate from Minsk and serve clients across 10 countries — Cyprus, UAE, Germany, Greece, Norway, USA and more. Hover any pin on the globe for detail.
Most ad budgets
bleed silently.
Not from the wrong audience or bad creative. From structural failures invisible until someone actually looks at the data architecture.
of accounts we audit have major tracking or attribution errors before any work begins. The budget keeps running. The data keeps lying.
Conversions reported. Revenue invisible.
Local actions count as conversions. Bidding optimizes on signals that don't pay rent. The budget keeps running.
Three platforms. Three different numbers.
Google Ads says one number. GA4 says another. WooCommerce shows a third. Decisions land on a coin flip.
You're paying to scale a leaking funnel.
Every extra €1,000 hits the same broken tracking. Scaling multiplies the waste, not the result.
Weekly PDFs that explain nothing.
Bar charts without diagnosis. No context, no next step. Another week of budget passes by the time you read.
A growth operating
system, not a campaign.
Four disciplines orbit a single core. Data flows. Signal moves. Every block feeds and is fed by the next — that's why scaling becomes predictable, not accidental.
Data Infrastructure
GA4 · GTM · BigQuery
Performance Engine
tCPA / tROAS · CAPI
Real-Time Visibility
Plan-Fact · alerts
Systematic Testing
A/B · CRO · cadence
- Ad spend decisions based on incomplete data
- Conversion tracking partially broken
- Reports arrive weekly — explain nothing
- No visibility between client meetings
- Scaling amplifies the losses
- Every decision traced to a verifiable data point
- Complete attribution across all channels
- Live dashboard updated continuously
- Weekly digest + hourly monitoring alerts
- Scaling multiplies confirmed wins
Modular growth systems,
not service packages.
Each discipline is its own instrument with its own dial. Two hero disciplines form the core. Plan-Fact and Audit run on top of them for visibility and entry.
Google Ads Management
Full-funnel campaign architecture
Search · Performance Max · Display · YouTube — built on real conversion signals, calibrated bidding, multi-account MCC infrastructure.
- MCC multi-account management
- Conversion API + offline uploads
- tCPA / tROAS / Max Conv. strategies
- Cross-border, 6-currency campaigns
Google Analytics 4
Data infrastructure & attribution
GA4 events, server-side tracking, BigQuery export, Looker dashboards — so your data tells the truth across the funnel.
- GA4 implementation from scratch
- Server-side tracking via GTM
- BigQuery export + SQL analytics
- Multi-touch attribution modeling
Plan-Fact Framework
Real-time performance reporting
Live spend-vs-plan dashboard, weekly Telegram digest, hourly monitoring alerts if the collector goes dark.
- Live spend vs. plan dashboard
- Weekly Telegram automated reports
- Hourly monitoring alerts
- Forecast to end-of-week close
Pre-Engagement Audit
2-day account diagnostic
Structured audit of Google Ads + analytics setup, delivered as prioritized report. Free. No commitment.
- Full conversion tracking audit
- Campaign structure review
- Attribution diagnostic
- Prioritized fix recommendations
Lab workflow. Not a black box.
Every engagement follows the same disciplined four-phase process. You see every step, every decision, every result — in real time. Documented like a lab notebook.
Pre-Audit
We review your Google Ads account and analytics setup before committing to anything. Conversion tracking integrity, bidding targets, campaign structure, attribution quality.
Data Infrastructure
Clean conversion layer. Server-side GA4. BigQuery export. UTM discipline enforced. We build the measurement foundation before spending another dollar on ads.
Campaign Setup
Rebuild or restructure campaigns around real conversion signals. Set bidding strategies matched to business goals, not platform defaults. Geo targeting, audience layers, ad copy variants.
Optimize & Scale
Weekly A/B tests. Monthly campaign reviews. Plan-Fact dashboard updated in real time. Every decision documented. Every change tracked. Scaling happens when unit economics are confirmed.
22+ niches.
One process.
Same measurement discipline, same campaign architecture — applied across 24 live niches. Hover any cell to see the representative performance curve.
Showing 24 / 24 niches.
Not sure if your industry fits? Ask us in 2 minutes.
Diagnostic reports.
Not success stories.
Real clients. Real structural problems. Real work we did. Each case rendered as the audit report it actually was — diagnosis, procedure, result.
Crestfield Capital
Tracking error: bidding on wrong conversion type
Conversion tracking was broken. 75% of conversions registered as low-value local actions. Bidding strategies optimized on the wrong signals — not real bookings.
Conversion quality rebuilt from the ground up
Aether Instruments
Data fragmentation: three systems, zero reconciliation
Three disconnected data sources: Google Ads, WooCommerce, GA4. No cross-validated revenue figure. Conversion rate stuck at 1.5% with no diagnostic visibility.
Single source of truth for all revenue data
Ember Kitchen Ubud
Setup risk: wrong conversion goal would waste entire budget
- 01›Performance Max + Local Actions setup
- 02›Primary KPI: Directions (not proxy purchase events)
- 03›Geo radius A/B: 5km vs city-wide
→ 406 conversions / month · CPA $1.90 (industry avg: $4–6)
Mitte Dental
Attribution gap: half the leads invisible to reporting
- 01›WhatsApp click-to-chat tracked as primary conversion
- 02›Server-side GA4 for accurate session attribution
- 03›Plan-Fact dashboard for client weekly review
→ Full attribution across WhatsApp + web lead channels
Nexus Capital Group
Scale problem: profitable countries hidden in aggregate
- 01›Geo-segmented bidding per high-LTV country group
- 02›Offline conversion upload via Google Ads API (CRM loop)
- 03›GA4 + BigQuery for multi-touch attribution
→ CRM-to-Ads feedback loop closed for the first time
Client names anonymized. Report IDs are internal. Metrics reflect specific account conditions — results vary by market, budget, and funnel maturity.
8 specialists.
No black box.
You know exactly who works on your account. Each specialist owns a defined domain — no account managers hiding analysts.
Hover each card to read the specialist bio.
Manages 42 client accounts via MCC. Built the Plan-Fact framework clients see in real time. Strategy focus: cross-border brands entering Cyprus, UAE, and Northern Europe.
Alex Sterling
Founder · Strategy
High-budget Performance Max specialist. Manages accounts where unit economics of scaling have been verified — not assumed.
Stas
Performance Lead
Leads international lead-gen across 10+ countries. Metrics approach: leads × LTV / spend, not just CPL.
Anastasiia
Account Director
Leads the Yandex Direct practice. Knows that Yandex ≠ Google — the economics and edge cases are different and she navigates both.
Maryana
Senior Performance Manager
Manages 5 parallel accounts across different platforms. Single weekly Plan-Fact cadence across all clients regardless of channel.
Ksenia
Performance Manager
Specializes in local actions: directions, calls from Maps, online reservations. Launched Symposio restaurant in Athens focusing on tourist traffic.
Tatiana
Performance Manager
Builds the data layer for all clients: GA4 events, server-side tracking, BigQuery export. If a dashboard number doesn't add up — it goes to Max.
Max
Analytics Lead
First point of contact after kickoff. Sets up access, establishes weekly reporting rhythm in Telegram, bridges clients and the performance team.
Kate
Client Success Manager
Growing the team
We occasionally bring in specialists for specific verticals. If performance marketing at this depth sounds like your world —
Serious audit.
No commitment. 2 days.
We review your Google Ads account and analytics setup before any engagement. You get a structured diagnostic report with prioritized findings — whether we work together or not.
Free. No commitment required. If the economics don't work — we'll say so upfront.
Around 60% of audit requests don't proceed to engagement — and that's the right outcome.