Ads Lab

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.