So today I took the laptop apart. I started with just disconnecting and cleaning the keyboard ribbon as EdMilham posted above. That didn't resolve the problem so I continued to remove everything and get to the keyboard under the motherboard. This meant disconnecting a few wires and taking out almost all of the screws (all except the ones holding the heat sink to the cpu and gpu). I lifted up the motherboard and gave it a bit of a clean. It was a bit dusty. Unfortunately, this also did not resolve anything. The only thing left to do is to replace the keyboard...
Just to be complete, I also did all sorts of other trials. Removing the keyboard from device manager, trying with another user account, turning off and on sticky keys, popping off the key and checking for dust under the key.
I must say that I'm pretty disappointed with ASUS. The keyboard failing after 4 years is unacceptable. Replacements are like 130euro.
From what I've seen over the internet, the left side keys slowly start to fail on many of the ROG series. First they still work in combination with other keys and after a while stop working all together. The keys not working for me were a, q, 1, left of 1, tab, left-ctrl.
ASUS ROG Strix GL504GM