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 Dubai 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
Tracking comes first,
because bidding on broken numbers only scales the error.
We start with an audit, fix measurement before touching bids, then run the campaigns and report against plan.
- Entry point
Pre-Engagement Audit
Structured audit of Google Ads + analytics setup, delivered as a prioritized report. Free. No commitment.
- Full conversion tracking audit
- Campaign structure review
- Attribution diagnostic
- Prioritized fix recommendations
- First
Google Analytics 4
GA4 events, server-side tracking, BigQuery export, Looker dashboards, so your data tells the truth across the funnel.
- Site and CRM
- GTM server
- GA4
- BigQuery
- GA4 implementation from scratch
- Server-side tracking via GTM
- BigQuery export + SQL analytics
- Multi-touch attribution modeling
- Then
Google Ads Management
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
- Always on
Plan-Fact Framework
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
Each of these has a page of its own explaining scope, deliverables and what it costs to get wrong — the full services index lists them, along with how the acquisition and measurement halves depend on each other.
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. The belt speeds up with your scroll and stops when you hold a cell.
Showing 24 / 24 niches. Why the vertical changes the setup
Not sure if your industry fits? Ask us.
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
ARARAT Group
10 venue concepts blended — no per-venue accountability, optimization impossible
10 venues — from Michelin fine dining to casual gardens — sharing a blended account structure with no per-venue performance accountability. CPA €2.19 at launch with no clear optimization path.
11,677 conversions · −70% CPA (€2.19→€0.66) · €20,230 over 9 months
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
Sootvetstvie
Traffic consolidation: one page, all services, no offer fit
- 01›1,100+ keywords across 60+ ad groups by service and pain point
- 02›"Free report audit" offer: 6.2% CTR, 21% lead conversion
- 03›Quiz funnel "Find Your Accountant" — higher quality leads than static form
→ 1,030 clients · $4.7 avg CPL · 128 leads/month · 29 months
ASGroup.pro
One generic offer for three audiences with incompatible intent
- 01›3-stage demand segmentation: new IP / active LLC / accountant switcher
- 02›3,000+ keywords · 200 negative keyword groups to isolate segments
- 03›Quiz + PDF lead magnet outperformed standard form on cold traffic
→ 1,420 clients · ₽398 avg CPL · ~20% lead-to-client conversion
Sertifikaty.bel
Intent collision: purchase queries and research queries sharing the same campaigns
- 01›4 campaign tracks by document type — no audience mixing across service lines
- 02›Informational queries ('mandatory certification list') captured at $0.80–$1.97 CPL
- 03›Purchase-intent campaigns segmented by product category and geography
→ 4,868 conversions · $4.63 avg CPL · $3.20 best-track CPL
ZvenoAI
Audience collapse: B2B, dev, and B2C traffic mixed, analytics blind past registration
- 01›B2B / B2C separated into independent funnels with distinct messaging
- 02›20 ad groups · 1,300 keywords · 5 intent clusters (API, integration, business, B2C)
- 03›4 Metrica goals: registration → API key creation → top-up opened → balance topped up
→ 680 registrations + 137 balance top-ups from ads · 78% share of new user volume
Buduprofi
Wrong audience at scale: manicurists instead of salon buyers — Smart Bidding actively reinforcing the mistake
- 01›Three GA/GA4 accounts unified under single GTM — one conversion source for all campaigns
- 02›Audience rebuild: salon managers + wholesale buyers in, individual manicurists explicitly excluded
- 03›Merchant Center overhaul: new B2B feed, Free Listings, dedicated Shopping for salon networks
→ ROAS 7×: €3K → €21K sales per €1K budget · CVR 1.9% → 2.6% · LTV +31%
East101 + Hungry Angry
Two brands blended in one view — per-city and per-brand economics invisible
- 01›5 isolated Smart campaigns: East101 Limassol, Paphos, Delivery + Hungry Angry Limassol, Paphos
- 02›Primary KPI: 'Get directions' — direct proxy for foot traffic, not website engagement
- 03›Trilingual campaigns: EN / RU / DE to cover Cyprus tourist segments
→ 14,269 direction conversions · €0.59 CPA best · 1.5 years active
Mill Restaurant
Setup risk: wrong conversion goal trains the algorithm on the wrong population
- 01›Full account build: 4 campaigns, 21 ad groups, 3,286 phrase-match keywords by meal segment
- 02›1,991 negative keywords blocking Indonesian local traffic, aggregators, and Ubud competitors
- 03›6 conversion types: Directions, Orders, Menu views, Calls, Website visits, Engagements
→ −90% CPA in 2 months · 468 conversions/month · $1.13 CPA
Symposio
Audience split: locals search in Greek, tourists in English — single campaign reaches neither
- 01›Bilingual architecture: 6 EN ad groups + 6 GR ad groups by meal type (brunch/breakfast/lunch/dinner/vegetarian)
- 02›463 negative keywords across 5 languages — competitor names, wrong cuisines, delivery platforms
- 03›Ad schedule locked to 11:00–14:00 — peak lunch decision window, eliminates cold evening spend
→ 7,806 Directions · €0.69 CPA · 3.1% CTR · €6,015 total spend
Capital Logistic Group
Route blending: profitable directions masked by aggregate CPL reporting
- 01›Mega-segmentation: isolated campaigns per route — Asia, Europe, Turkey, China, Poland, USA
- 02›1,500+ keywords by route × cargo type — 45+ ad groups with route-specific copy
- 03›Google Search → Quiz landing + Meta retargeting loop: proven most efficient stack
→ 122 leads/month avg · $6.1 CPL · 18% close rate · 830 clients over 38 months
YAKA
Cold, warm, retarget, and brand traffic mixed — no signal to optimize toward
- 01›29 campaigns · 59 ad groups · 3,887 keywords across 7 types (Search, RSA, retarget, brand, interest, auto, shopping)
- 02›Killbot fraud protection + Yandex anti-bot — validated real visitors from spend
- 03›Yandex.Maps card fully built and connected to campaign — maps transitions 17 → 393/month
→ Yandex share 18% → 74% · sales 3→16/month · cost per sale ₽6,600→₽3,100
B25.08
Audience collapse: cold acquisition, warm nurture, and retarget sharing budget with no isolation
- 01›36 campaigns split by intent: Search 12% · cold banners 33% · retargeting 37% · Maps 18%
- 02›3-tier audience architecture: cold (new to premium market) · warm (site behavior signals) · CRM lookalike
- 03›Anti-bot protection eliminated invalid traffic from all campaign budgets
→ Sales 23 → 68/month · 60% Yandex share · 33,025 visitors in peak month
Terra-Incom
Structural failure: 30+ keys/group, no negatives, no conversion tracking
- 01›STAG restructure: one intent cluster per group, phrase + broad modifier matching
- 02›3 audience streams separated: new traffic · 7–30-day retarget · CRM lookalike
- 03›A/B test 3 UTPs — winner: 'Customs clearance all-in · estimate in 1 minute'
→ Leads 20→75/month · CPA −54% (₽5,000→₽2,266) · CR 1.8%→4.9% · ROMI ×2.7
Consulting Sessions
In each case: structural error in audience, offer, or tracking — not ad optimization
- 01›Full audit before every session: ad cabinet + analytics + funnel + site reviewed
- 02›Audience pivots: B2C → B2B (saunas), individual → salon networks, wide → intent-precise
- 03›Attribution fixes: Instagram geo bypass, WhatsApp click tracking, booking source identification
→ CPL −270% · 12 sales in 45 days · bookings ×2 · cart adds −57% · $1,000+ saved
Frisch Berlin
Tracking gap: 73% of bookings via phone, invisible to bidding strategy
- 01›4 urgency-segmented campaign tracks — move-out, deep, regular, office — no service mixing
- 02›Phone call tracking set as primary conversion — unlocked 73% of invisible booking volume
- 03›Dedicated B2B landing flow for Büroreinigung with form CTA vs. residential phone CTA
→ 1,847 bookings · €18.52 avg CPL · €11.80 best-track (move-out cleaning)
Client names anonymized. Report IDs are internal. Metrics reflect specific account conditions — results vary by market, budget, and funnel maturity.
Built on live search data
Bakery Marketing Objectives Worth Writing Down
Whoever you hire will ask what success looks like. Here is how a bakery owner can answer with objectives tied to orders, repeat buyers and capacity.
MarketingA Medical Spa Marketing Plan Built on Your Menu
A practical medical spa marketing plan for owners: pick treatments to push, set up tracking, test paid ads small, and know when outside help pays off.
MarketingWhat Percentage of Revenue Should Go to Marketing
Copying a benchmark share of revenue is the usual mistake. Here is how to set a marketing budget from your margins and goals, and when outside help pays off.
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
Manages 5 parallel accounts across different platforms. Single weekly Plan-Fact cadence across all clients regardless of channel.
Maryana
Senior Performance Manager
Leads the Yandex Direct practice. Knows that Yandex ≠ Google — the economics and edge cases are different and she navigates both.
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
Leads international lead-gen across 10+ countries. Metrics approach: leads × LTV / spend, not just CPL.
Anastasiia
Account Director
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.