--- title: Ads Lab created: 2025-10-16 visibility: public status: live tags: [business, advertising, skool] aliases: ["adslab"] updated: 2026-03-12 summary: Where it all started. A Skool community teaching advertising. Won the Skool Games, proved the model, then evolved into Main Branch. --- Ads Lab is where it started. My [[Skool]] community for teaching advertising. I started it with Matt, then Joel joined. We won the Skool Games. It became the de facto group for learning ads on the platform. Advertising is probably my highest monetizable skill. After [[Awake Happy]] taught me that passion without economics doesn't work, I pivoted hard into what I'm actually good at. Running ads, building funnels, scaling info products. Ads Lab bridged what I learned in e-commerce, [[Film production taught me context management]], and agency work into a teaching model. The [[Skool]] platform let us build community around the skill. Then it evolved. I kept asking: what if we didn't just teach ads, but gave people the whole operating environment? Reference files for your offer, audience, voice. AI skills that read those files and produce real outputs. That became [[Main Branch]]. Ads Lab was the proof. [[Business management is fundamentally the management of expanding context]]. Teaching one skill showed me the pattern. [[Main Branch]] gives people the full system. [[Noontide]] is the company that holds it all. Ads Lab sits in the story the same way [[Awake Happy]] does. A chapter that made the next one possible.