I keep seeing versions of this:
By Nicholas Hodge · June 18, 2026 · Curated by George's Blog
I keep seeing versions of this:
“Will AI replace PPC managers?”
Maybe a better question would be, "which parts of PPC should still require human judgment, and which parts should no longer require someone manually checking five tabs every morning?"
Because there is a difference.
A human should own the strategy.
Things like budget priorities, launch context, client goals, brand positioning etc...
But a system should be able to help monitor the signals in spend spikes, search term changes, cvr/ctr drops, budget and so on.
Basically campaigns drifting away from the original goal.
That was one of the hard parts when we were running an agency.
Not knowing what to do.
Knowing what changed fast enough to do something about it.
I don’t think the future is “AI runs PPC and humans disappear.”
I think the future is better operating systems around the human.
Less manual digging.
More context.
Faster decisions.
Better judgment where it actually matters.