diff --git a/config/samples/checkly_v1alpha1_apicheck.yaml b/config/samples/checkly_v1alpha1_apicheck.yaml
index d1996f5..146ae4d 100644
--- a/config/samples/checkly_v1alpha1_apicheck.yaml
+++ b/config/samples/checkly_v1alpha1_apicheck.yaml
@@ -2,10 +2,11 @@ apiVersion: k8s.checklyhq.com/v1alpha1
 kind: ApiCheck
 metadata:
   name: apicheck-sample
+  labels:
+    service: "foo"
 spec:
   endpoint: "https://foo.bar/baz"
   success: "200"
-  team: qux
   frequency: 10 # Default 5
   muted: true # Default "false"
   group: "group-sample"
diff --git a/config/samples/checkly_v1alpha1_group.yaml b/config/samples/checkly_v1alpha1_group.yaml
index 136701e..878137d 100644
--- a/config/samples/checkly_v1alpha1_group.yaml
+++ b/config/samples/checkly_v1alpha1_group.yaml
@@ -2,6 +2,8 @@ apiVersion: k8s.checklyhq.com/v1alpha1
 kind: Group
 metadata:
   name: group-sample
+  labels:
+    environment: "local"
 spec:
   locations:
     - eu-west-1
diff --git a/controllers/checkly/apicheck_controller.go b/controllers/checkly/apicheck_controller.go
index 959a523..2b66a40 100644
--- a/controllers/checkly/apicheck_controller.go
+++ b/controllers/checkly/apicheck_controller.go
@@ -145,6 +145,7 @@ func (r *ApiCheckReconciler) Reconcile(ctx context.Context, req ctrl.Request) (c
 		ID:              apiCheck.Status.ID,
 		GroupID:         group.Status.ID,
 		Muted:           apiCheck.Spec.Muted,
+		Labels:          apiCheck.Labels,
 	}
 
 	// /////////////////////////////
diff --git a/controllers/checkly/group_controller.go b/controllers/checkly/group_controller.go
index b284229..6498087 100644
--- a/controllers/checkly/group_controller.go
+++ b/controllers/checkly/group_controller.go
@@ -119,6 +119,7 @@ func (r *GroupReconciler) Reconcile(ctx context.Context, req ctrl.Request) (ctrl
 		Locations:     group.Spec.Locations,
 		AlertChannels: group.Spec.AlertChannels,
 		ID:            group.Status.ID,
+		Labels:        group.Labels,
 	}
 
 	// /////////////////////////////
diff --git a/external/checkly/api_common.go b/external/checkly/api_common.go
index f2f2d0f..e6cc0ea 100644
--- a/external/checkly/api_common.go
+++ b/external/checkly/api_common.go
@@ -16,6 +16,8 @@ limitations under the License.
 
 package external
 
+import "fmt"
+
 func checkValueString(x string, y string) (value string) {
 	if x == "" {
 		value = y
@@ -42,3 +44,12 @@ func checkValueArray(x []string, y []string) (value []string) {
 	}
 	return
 }
+
+func getTags(labels map[string]string) (tags []string) {
+
+	for k, v := range labels {
+		tags = append(tags, fmt.Sprintf("%s:%s", k, v))
+	}
+
+	return
+}
diff --git a/external/checkly/api_common_test.go b/external/checkly/api_common_test.go
index 279028b..6de4749 100644
--- a/external/checkly/api_common_test.go
+++ b/external/checkly/api_common_test.go
@@ -76,3 +76,20 @@ func TestCheckValueArray(t *testing.T) {
 	}
 
 }
+
+func TestGetTags(t *testing.T) {
+	var data = make(map[string]string)
+	data["foo"] = "bar"
+
+	response := getTags(data)
+	if len(response) != 1 {
+		t.Errorf("Expected 1 item, got %d", len(response))
+	}
+
+	for _, v := range response {
+		if v != "foo:bar" {
+			t.Errorf("Expected foo:bar, got %s", v)
+		}
+	}
+
+}
diff --git a/external/checkly/check.go b/external/checkly/check.go
index 1315c4a..5bb775b 100644
--- a/external/checkly/check.go
+++ b/external/checkly/check.go
@@ -36,6 +36,7 @@ type Check struct {
 	GroupID         int64
 	ID              string
 	Muted           bool
+	Labels          map[string]string
 }
 
 func checklyCheck(apiCheck Check) (check checkly.Check, err error) {
@@ -45,6 +46,10 @@ func checklyCheck(apiCheck Check) (check checkly.Check, err error) {
 		return
 	}
 
+	tags := getTags(apiCheck.Labels)
+	tags = append(tags, "checkly-operator")
+	tags = append(tags, apiCheck.Namespace)
+
 	alertSettings := checkly.AlertSettings{
 		EscalationType: checkly.RunBased,
 		RunBasedEscalation: checkly.RunBasedEscalation{
@@ -63,23 +68,20 @@ func checklyCheck(apiCheck Check) (check checkly.Check, err error) {
 	}
 
 	check = checkly.Check{
-		Name:                 apiCheck.Name,
-		Type:                 checkly.TypeAPI,
-		Frequency:            checkValueInt(apiCheck.Frequency, 5),
-		DegradedResponseTime: 5000,
-		MaxResponseTime:      checkValueInt(apiCheck.MaxResponseTime, 15000),
-		Activated:            true,
-		Muted:                apiCheck.Muted, // muted for development
-		ShouldFail:           shouldFail,
-		DoubleCheck:          false,
-		SSLCheck:             false,
-		LocalSetupScript:     "",
-		LocalTearDownScript:  "",
-		Locations:            []string{},
-		Tags: []string{
-			apiCheck.Namespace,
-			"checkly-operator",
-		},
+		Name:                   apiCheck.Name,
+		Type:                   checkly.TypeAPI,
+		Frequency:              checkValueInt(apiCheck.Frequency, 5),
+		DegradedResponseTime:   5000,
+		MaxResponseTime:        checkValueInt(apiCheck.MaxResponseTime, 15000),
+		Activated:              true,
+		Muted:                  apiCheck.Muted, // muted for development
+		ShouldFail:             shouldFail,
+		DoubleCheck:            false,
+		SSLCheck:               false,
+		LocalSetupScript:       "",
+		LocalTearDownScript:    "",
+		Locations:              []string{},
+		Tags:                   tags,
 		AlertSettings:          alertSettings,
 		UseGlobalAlertSettings: false,
 		GroupID:                apiCheck.GroupID,
diff --git a/external/checkly/group.go b/external/checkly/group.go
index a936790..ada9334 100644
--- a/external/checkly/group.go
+++ b/external/checkly/group.go
@@ -30,10 +30,15 @@ type Group struct {
 	Locations     []string
 	Activated     bool
 	AlertChannels []string
+	Labels        map[string]string
 }
 
 func checklyGroup(group Group) (check checkly.Group) {
 
+	tags := getTags(group.Labels)
+	tags = append(tags, "checkly-operator")
+	tags = append(tags, group.Namespace)
+
 	alertSettings := checkly.AlertSettings{
 		EscalationType: checkly.RunBased,
 		RunBasedEscalation: checkly.RunBasedEscalation{
@@ -52,18 +57,15 @@ func checklyGroup(group Group) (check checkly.Group) {
 	}
 
 	check = checkly.Group{
-		Name:                group.Name,
-		Activated:           true,
-		Muted:               false, // muted for development
-		DoubleCheck:         false,
-		LocalSetupScript:    "",
-		LocalTearDownScript: "",
-		Concurrency:         2,
-		Locations:           checkValueArray(group.Locations, []string{"eu-west-1"}),
-		Tags: []string{
-			group.Namespace,
-			"checkly-operator",
-		},
+		Name:                      group.Name,
+		Activated:                 true,
+		Muted:                     false, // muted for development
+		DoubleCheck:               false,
+		LocalSetupScript:          "",
+		LocalTearDownScript:       "",
+		Concurrency:               2,
+		Locations:                 checkValueArray(group.Locations, []string{"eu-west-1"}),
+		Tags:                      tags,
 		AlertSettings:             alertSettings,
 		UseGlobalAlertSettings:    false,
 		AlertChannelSubscriptions: []checkly.AlertChannelSubscription{},