Guy Lvovski

PPC nerd helping brands with Google Ads and more @ATRCTmarketing
| prev: Head of Marketing @iCanvas_art (8-figure art DTC brand)

[Guy Lvovski @ATRCTMarketing]

@DougLain Cutrone said Trump won’t back down he doesn’t care about the midterms this is long term etc. and yet those who claimed he will are looking at a deal even better for Iran than their imagined “backing down”, which he was responding to ( the supposed democrat talking point)

[Guy Lvovski @ATRCTMarketing]

@CTtheDisrupter It is because that’s the definition but yes new order acquisition ≠ new customer acquisition

[Guy Lvovski @ATRCTMarketing]

@MattBruenig @strikerglows @AJGMurphy @so_i @DKThomp @BigMeanInternet @jdcmedlock You can actually patent a recipe if it qualifies patent standards.

[Guy Lvovski @ATRCTMarketing]

@tommyborumjokes @LearnToToad “Ok guys we have access to everyone’s phone now, what’s next? “

“…Magic”

- The Mossad, apparently

[Guy Lvovski @ATRCTMarketing]

@dcg1114 This is classic Sharpshooter fallacy. There are plenty of “never happened before” events that happen for the first time in elections, especially with relatively modern variables that have small sample sizes like consumer sentiment.

[Guy Lvovski @ATRCTMarketing]

@DougLain And ? :)

[Guy Lvovski @ATRCTMarketing]

@jacob_posel Look at Rhonda Patrick’s daily stack/brand recs

[Guy Lvovski @ATRCTMarketing]

@SchmelebeckPPC They never stop. It hurts clients, I don’t get it. Like a swarm of PMAX NPC bots. Scaled a client 10x in 4 weeks with regular search. Rep’s first call after: “Have you tried PMAX though” /:

[Guy Lvovski @ATRCTMarketing]

@michaelmiraflor What do you think of the Long and the Short of it

[Guy Lvovski @ATRCTMarketing]

Need a DTC version of this

[aditya @adxtyahq]

Someone curated 925 failed VC-backed startups, broke down why they failed, and how to make it work with today’s tech -

https://t.co/NFUhrhe7P2

Cool fr🙌

[Guy Lvovski @ATRCTMarketing]

@blvckledge Google

[Guy Lvovski @ATRCTMarketing]

If a DTC brand wants to scale Google Ads, it must understand:

✓ What users are searching for
✓ How broadly they search
✓ How to build pages that satisfy intent at scale

A strong SEO playbook is the foundation.

High-quality pages.
Rich category depth.
Product variety aligned with demand.
Paid Search amplifies what SEO makes possible.

A great Google Ads agency can’t magically fix a lack of product or content.

What it can do:
→ Identify the merchandising gaps
→ Call out content needs
→ Guide the brand to build for Google as a real channel

[Guy Lvovski @ATRCTMarketing]

“I built my brand on Meta… why won’t my Google Ads scale?”

A bit of DTC myopia here.

Meta Ads and Google Ads run on fundamentally different dynamics. Building for one does not set you up to scale the other.

Hollow has excellent creative diversity for Meta…

…but it does not have the type of “creative diversity” Google requires to scale.

[Zach Stuck @zachmstuck]

My portfolio of brands has spent $35 million dollars on paid ads over the last 12 months. My own money, not clients.

@seanfrank from Ridge, has spent hundreds of millions on ads over the last decade just said “most people are just wasting money on Google shopping” and “whatever you’re spending on branded search you should cut down, it should be sub 1% of your marketing spend.”

Yet some of you still choose to listen (and pay a % of this wasted spend) to agencies who post ambiguous screenshots on Twitter/IG/LI and have never spent $1 of their own money on ads.

[Guy Lvovski @ATRCTMarketing]

Hollow (DTC) vs. Falke (Traditional retailer brand)

Same category, similar traffic, shows the contrast:

Sock Product Pages:

Hollow: 5–10
Falke: 1000+

Collection (category) page:

Hollow: ~20
Falke: 200+

Category depth = search coverage.

Meta Ads live:

Hollow: 1400
Falke: 480

Meta rewards creative volume. Hollow built for this.

Google Search Ads live

Hollow: 89
Falke: 2000

Broader product depth = broader keyword coverage.

Hollow can persuade more people on Meta…
But it simply cannot satisfy most Google queries like “boot socks” because it lacks product depth.

On Meta, creative = videos + images.

On Google, “creative” = useful pages matching thousands of specific queries.

Hollow doesn’t have the “creative diversity” to scale Google Ads.

Not a media-buying problem—an inventory + content problem.

[Guy Lvovski @ATRCTMarketing]

1/ In niche e-commerce segments, it's not uncommon to see very high conversion %s due to low competition and minimal market saturation. Ironically, this can drive up Google Ad CPCs, since every brand's traffic is highly likely to convert, affording them to bid aggressively.

[Guy Lvovski @ATRCTMarketing]

@CustomIntent What's your thesis?

[Guy Lvovski @ATRCTMarketing]

*Before setting this up, check how much revenue historically comes from keywords with CPCs below that threshold you want to test. Make sure it's a very small share and you feel safe testing break even tROAS without worrying about significant margin loss from lower ROAS.

[Guy Lvovski @ATRCTMarketing]

4. Watch as you immediately begin capturing large volumes of new traffic that would otherwise be "dormant" in your main campaigns at the standard tROAS all while maintaining break-even efficiency and feeding your overall brand funnel, using Google for "free" brand awareness

[Guy Lvovski @ATRCTMarketing]

3. Set a max CPC cap on the portfolio, targeting CPCs in the bottom 25th percentile of your account. These are the ultra-low-cost clicks you typically see on very high-funnel or low-intent queries, especially in Shopping(exclude branded terms from analysis)

[Guy Lvovski @ATRCTMarketing]

Fun & easy way to squeeze more juice out of your already efficient Google Ads If you mostly use tROAS for smart bidding ⬇️