The need for AI automation in PPC lies in its ability to analyze vast datasets in real time, optimize bids, and target audiences with greater precision than manual methods. It improves campaign performance, reduces ad spend wastage, and enables marketers to make faster, data-driven decisions at scale.

Digital Marketing Institute contributor Nical de Guzman has published an article featuring smart ways to use AI automation in PPC.

She says, “AI fatigue in PPC is not accidental. Platforms have strong incentives to push automation aggressively. More often than not, they also frame it as the only path forward. But with seemingly new features, marketers can feel overwhelmed at the thought of using AI in their PPC campaigns.

Three forces are driving this momentum:

  1. The pace of change: Google Ads alone has introduced features like broad match expansion, Performance Max, demand gen campaigns, automated creatives, and AI-driven recommendations in rapid succession. Each feature claims to be essential, leaving little time for evaluation.
  2. The messaging: AI is often positioned as “set it and forget it,” implying that human intervention is not only unnecessary but actively harmful. This creates anxiety among experienced practitioners who know that good PPC performance has never been fully hands-off.”

The Smart Way to Use AI Automation in PPC

Digital Marketing Institute