Alex Sterling
Founder · Strategy at Sterling Lab
Alex Sterling is the founder of Sterling Lab, a performance marketing agency specializing in Google Ads and Google Analytics 4. He manages 42 client accounts via a single MCC — spanning ecommerce, B2B SaaS, dental clinics, professional services, and local businesses across 10 countries including Cyprus, the UAE, Germany, Greece, and Spain.
His operational focus is on building measurable growth systems: campaign structures that are auditable, budgets that are defensible, and reporting that clients can read in real time. The Plan-Fact framework used across Sterling Lab accounts — comparing projected and actual performance on a weekly basis — was built and refined through his work managing cross-border campaigns at scale.
Strategy focus: cross-border brands entering Cyprus, the UAE, and Northern Europe. Campaign types: Search, Performance Max, Shopping, and Display — always in a structured hierarchy, never on autopilot.