This paper proposes a novel monocular visual servoing strategy, which can drive a wheeled mobile robot to the desired pose without a prerecorded desired image. Compared with existing methods that adopt the teaching pattern for visual regulation, this scheme can still work well in the situation that the desired image has not been previously acquired. Thus, with the aid of this method, it is more convenient for mobile robots to execute visual servoing tasks. Specifically, to deal with nonexistence of the desired image, the reference frame is craftily defined by taking advantage of visual targets and the planar motion constraint, and the pose estimation algorithm is designed for the mobile robot with respect to the reference frame. Then, an adaptive visual regulation controller is developed to drive the mobile robot to the intermediate frame, where the parameter updating law is constructed for the unknown feature height based on the concurrent learning framework. Stability analysis shows that regulation errors and height identification error can converge simultaneously. Afterwards, the mobile robot is driven to the metric desired pose with the identified feature height. Both simulation and experimental results are provided to validate the performance of this strategy.