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The team behind AdLabs

Operators, not theorists.

AdLabs wasn’t built by a product team guessing what Amazon advertisers need. It was built by veteran advertisers running enterprise brands, who got tired of the tools on the market, and built the one they wished existed.

The AdLabs team working together in Berlin 2025

Eight people across four countries, one product.

US-based marketing team, European engineering team; both keeping the platform lightning fast, bug free, and true to the way Amazon ads should actually operate.

  • CEO

    Stephen Noch

    Tennessee
  • CMO

    Andrew Bailiff

    Tennessee
  • COO

    Romet Kallas

    Estonia
  • VP of Sales & Marketing

    Carly McMillen

    Minnesota
  • Lead Backend Engineer

    Mart

    Estonia
  • Lead Frontend Engineer

    Rob

    Netherlands
  • Full-Stack Engineer

    Mikk

    Estonia
  • Full-Stack · AI Lead

    Mihkel

    Denmark
Why we built this

We tried every Amazon PPC tool on the market. They all missed the point in different ways.

Before AdLabs, we ran accounts the hard way — spreadsheets, bulk uploads, macros. When that stopped scaling, we went looking for software that would give us speed without taking away control.

👉 What we found was three categories of tool, all making a trade we weren’t willing to make.

So we built the third option: semi-automatic by design. AdLabs does the math, applies the rules you set, and shows you the work. You decide what runs on its own and what waits for you. That’s it.

  • Black-box automation / “A.I.”

    Optimizes something. Won’t tell you what. Definitely not why. Great quarterly reports. No way to audit why performance changed.

  • Enterprise platforms

    Priced for Fortune 500. Overwhelming for anyone else. Twelve dashboards, a six-figure annual contract, a billing team that wants to nickle-and-dime you.

  • Cheap toolkits

    Some of the functionality. None of the depth. Bid rules and a keyword harvester, shipped as SaaS. Fine for side projects, not for real brands.

Established November 2023

Small team by design, AI-native, built for experts. No VC backing, bootstrapped from day one, funded by customer-focused development.

8Full-time operators & engineers
2PhDs on the engineering team
$1B+Ad spend optimized through AdLabs
AdLabs at Amazon Accelerate 2025

Three principles, applied to every decision.

AdLabs puts expert Amazon PPC strategy in every advertiser’s hands by pairing real human judgment with AI that does the heavy lifting.

  • Semi-automatic by default Software does the math. You keep the controls. You set the rules, choose which changes wait for your approval, and see every bid, keyword and budget move. Nothing happens in the dark.
  • Operators, not consultants We still run Amazon accounts on AdLabs every week. If a feature doesn’t survive contact with real accounts and managers, it doesn’t ship — no matter how good the dashboard looks.
  • Priced to grow with you Flexible pricing options (flat-rate or % of spend) depending on your preferences. Your bill doesn’t punish you for scaling the thing the software is supposed to help you scale.
See what we built

Ready to see the tool we wished existed?

Start a free trial and book a working session with the team. No sales demo — just a look at your account and an honest answer on whether AdLabs is a fit.