In early game from what I've experienced is that you will dominate your lane if you are fighting a typical melee ad fighter champion, you can zone them out and harass them with E and Q. To follow up and finish them you will need to use your W to slow them. Urgot works best against melee Ad champions, and not as well against AP Tanks. This is because Urgot's passive reduces their attack damage, his E reduces armor, and he has a slow. So while you skirmish against melee ad champions you are suited best for you lower their damage, armor, you get a shield, and if they chose to run you have between 20-40% slow on them. Before you have a huge mana pool do not spam all your abilities.