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Does anyone else feel like PPC is a miserable job?
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Doing PPC last 13 years. Enjoying it like the first day. Stuff changed and all and thats part of the fun. Now Im more into a strategic level where I advise and make strategies rather than just setup and optimise daily.
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The shift from technical wizardry to “just trust the algo” is brutal. I spent months feeling like my role was becoming obsolete because the platforms stripped all the manual levers I used to pull.
Eventually realized that if I can’t control the bidding, the only actual performance lever left is the creative. The problem is PMax burns through assets faster than i can produce them, and I’m definitely not a video editor.
So I started testing an ads agent to handle the volume. I basically just dump the product images and a rough angle into it, and it spits out fully composed video ads with voiceovers.
If the job is really just “feeding the robot” now, might as well automate the food prep too.
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Love my job still. However, I spend more time on business strategy, operations and helping bands build a better ecom business. Plus GEO and UCP are both interesting areas that help take things in a new but similar direction for advertising. If all someone does is work in the ad account then it can be boring but there is tons more to the job, for those who want it.
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This doesn’t read like burnout or nostalgia, it reads like a loss of leverage. When the levers that once differentiated performance get abstracted away, the role starts to feel hollow even if outcomes improve. The tension isn’t whether PPC still works, it’s whether individual agency still exists inside it. When you say the work “isn’t there anymore,” do you mean fewer meaningful decisions, or fewer ways to demonstrate value distinct from the platform?
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