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PPC has its own set of issues related to Google’s AI push. Google black-boxing data, wacky ad placements, LSA changes, etc.
As for SEO, GEO is mostly people AI-washing SEO tactics. 90% of your skills will translate to a good AI-SEO. Clients and hiring managers are still pretty clueless as to what GEO really means. It all feels a bit like a scam or way for agencies to sell GEO.
My gut feeling is Google has such bad AI-FOMO they’re pushing it hard at the expense of customers and advertisers. So whether you’re in SEO or PPC there’s really no escape. When this AI hype bubble bursts, things should settle back down but I don’t know when. In the meantime I would learn as much as you can (paid ads, analytics, scripts, security tools, etc) to help future proof your career.
I think some of the same frustrations you have with SEO also exist in PPC unfortunately.
