Alex Lascus

Google Ads Strategist | Helping business owners get the most out of their Google Ads.

[Alex Lascus @alexlascus]

@tivollem AD

[Alex Lascus @alexlascus]

@tivollem claude

[Alex Lascus @alexlascus]

Just onboarded a Google Ads account that was losing money at 0.7x ROAS. Previous agency had a bad campaign structure, was counting the wrong conversion action for months, and hadn't touched the account in two months.

Fixed the structure. Started counting the right conversion action, purchases. Account is now sitting at 4.3x ROAS.

No advanced strategy here. Just fixing the basics the previous agency skipped.

[Alex Lascus @alexlascus]

@ant0ni0_r0mer0 ads

[Alex Lascus @alexlascus]

@blvckledge pmax

[Alex Lascus @alexlascus]

Are you running your Google Ads account by yourself? Open it up right now and count how many negative keywords you have.

If you have 10 to 15 negative keywords after months of running ads, you are making a huge mistake.

This is a simple ongoing task that adds up over time. The gap between accounts that do this and accounts that don't is bigger than you would expect.

You don't need a fancy new strategy. Just do the simple stuff that works.

[Alex Lascus @alexlascus]

The biggest mistake I see time and time again when business owners run their own Google Ads is mixing branded and non branded traffic across all campaigns.

The account ROAS can look good, but if you dive deeper the results tell a different story.

Start by separating your brand and non brand traffic. It's a simple change but it will show you how your campaigns are really doing.

[Alex Lascus @alexlascus]

You can have perfect targeting, perfect ad copy, and still get no conversions if your landing page doesn't match the intent of the click.

Someone searches "emergency plumber near me" and lands on your homepage with five service options and no phone number visible? That's a lost conversion.

Match the page to the ad. Same message, same offer, clear next step.

[Alex Lascus @alexlascus]

Accounts that perform well send traffic to different pages depending on intent.

Someone searching your brand name goes to your homepage.

Someone searching a specific product goes to that product page.

Someone clicking a broader, research style ad goes to a page that actually answers their question first.

Accounts that struggle send everything to the homepage and hope people figure it out.

If your conversion rate feels low across the board, this is usually where to look first.

[Alex Lascus @alexlascus]

Most business owners running their own Google Ads never check their Search Terms report.

This is where your budget is actually going. It shows the real searches that triggered your ads, and usually, there are some embarrassing ones in there.

Go to your campaign → Keywords → Search Terms. Filter for the last 30 days. Add negatives for anything irrelevant.

Doing this once a week can cut wasted spend dramatically without touching anything else.

[Alex Lascus @alexlascus]

If you're starting a new Google Ads account, do NOT launch Performance Max first.

Start with Search. One campaign. One ad group. Your best 10–15 keywords.

Why?

Because you need conversion data before Google can optimise anything for you. PMax, Demand Gen, they all rely on that data to work. Without it, you're just burning budget.

Build the foundation first.

Scale once it's working.

[Alex Lascus @alexlascus]

Your Google Ads campaign is down this week. Before you change anything, stop.

Check 30, 60, and 90 days of data.

One bad week doesn't mean your campaign is broken. Smart bidding needs time to work through fluctuations, and every time you change your bid strategy, you're resetting the learning period.

The urge to fix things constantly is what actually messes up accounts.

[Alex Lascus @alexlascus]

Conversion Tracking First, Always

If your conversion tracking isn't set up correctly, nothing else matters.

Google can't learn who to target. Your bid strategy has no signal. You'll keep spending and wondering why nothing's working.

Before you touch your keywords, your ads, or your budget, confirm your conversions are firing. Check that they're going back into Google.

Make sure you're tracking the right action (a real lead or sale, not just a page view).

This is step one. Every time.

[Paddy Galloway @PaddyG96]

Announcement:

I’m looking for 100 YouTube creators to implement our 2026 growth strategies with. 🎉

Today we are opening applications for cohort 9 of my 8-week accelerator program.

You get to implement the entire playbook that gets our clients over 10 billion organic views a year.

- 25 hours of live teaching from me
- Full growth playbook
- Personalised strategy feedback
- Accountability community
- Focused on getting real results

We have taken creators from literally 1k views a video to 300K+…

$500 a month to $30,000+.

14k subscribers to almost 1 million.

Just check out the case studies on our site.

People often say we undersell it haha, because of how much work my team and I put into it during the 8 weeks.

If you want to crush 2026 on YouTube get an application in below!

Don’t be discouraged if you’ve applied before and haven’t got in… we had a student in the last cohort who had applied 5 times.

My team reviews every single application.

And it’s New Year’s… so f**k it

One person who likes and RTs this tweet will get a 100% paid for scholarship (worth thousands) ❤️

[Alex Lascus @alexlascus]

Many people start online business without focusing on building a brand and this is why things will break at some point.

They might wonder why that person is selling more than them or why people choose other businesses instead of theirs.

It's very interesting, isn't it?

Well everything comes down to your brand.

How are you maintaining the relationship with your clients?

Are you helping them?

Are you making them feel appreciated?

And so many other things...

I'm working with a cosmetics company and they have an incredible brand that was built on the foundation of great products and amazing customer support.

During the month of November we've seen an incredible return on a simple brand campaign on Google ads.

They spent $280 and got over $120.000 in sales.

Yes, they've spent $280 and received sales worth over $120.000!

Crazy isn't it?

The return on ad spend was x430.

That's the power of a brand.

Please focus on building your brand no matter how small or big it is.

You want people to associate your company with something special, and you can do that even if you are selling ordinary things.

[Alex Lascus @alexlascus]

Your ads are not the problem.

Your website is the bottleneck.

Most ad issues are actually website issues.

Slow load speed, weak mobile design, confusing layouts, and missing trust signals stop people before they ever convert.

Even strong campaigns cannot overcome a poor site experience.

The good news is that small fixes can double your conversion rate without increasing ad spend.

Improve speed, clean up the layout, add trust, and watch your results lift instantly.

[Alex Lascus @alexlascus]

Many business owners spend thousands on ads and still miss their goals.

The reason is simple. They pick the wrong campaign goals.

I’ve seen Google Ads accounts where the primary goal was time on site instead of leads.

Google then finds people who stay longer but never contact the business.

On Meta, people run traffic campaigns and then complain they get no leads.

If you ask Meta for clicks, it will give you clicks, not customers.

Set the right goals.

Google Ads: keep your main conversion as primary and the rest as secondary.

Meta: choose the objective that matches what you want.

It is simple, but most people get it wrong.

[Alex Lascus @alexlascus]

Nobody will work on your business the same way you do. What should you do? Find someone who loves what they do, so they will love working on your business.

[Alex Lascus @alexlascus]

Google Ads or Meta Ads? Which should you start for your business?

Google captures demand - people searching for what they need now.
Meta generates demand - people who might want it but don’t know it yet.

Low budget?
Need now = Google
Want now = Meta

Example: Plumber = Google
Kitchen renovation sale = Meta

[Paddy Galloway @PaddyG96]

First things first, here’s the creator and his break out video.

@ollie_kirk8

Before we gave him our accelerator strategy:

- 1.3k subs
- Struggled to get any traction
- Recent videos under 1k views