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PPC isn’t dying, it’s just consolidating toward people who understand strategy versus button-pushing… automation handles bid management and basic optimization but it can’t fix broken landing pages, terrible offer positioning, or campaigns built on fundamentally wrong assumptions about customer intent.
The irreplaceable skills are conversion rate optimization, customer psychology, offer testing, and interpreting why performance changed beyond just looking at dashboards.
For ecom and lead gen clients I manage the value isn’t running the campaigns, it’s diagnosing that their CPL spiked because the landing page form is too long or their ROAS dropped because they’re targeting bottom-funnel keywords with top-funnel messaging.
Honestly my clients need strategic guidance more now than ever because Google’s automation makes it easier to spend money but harder to understand whether that spend is actually profitable or just inflating vanity metrics while bleeding margin.
