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How will PPC roles evolve?
Posted by on January 3, 2026 at 11:36 pmWhat do you think, how will our roles as performance/PPC specialists evolve? What do you expect from the future? Are you worried about it?
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1 Reply
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You’ll soon need ChatGPT and other answer engines on the budget plans when they start accepting ads.
Our salaries will see a boost for those who get poached around from companies whose current PPC talent aren’t in the mindset of “growth as all costs” as some others are (like ex Amazon folks)
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Similar trajectory as it is now – more grunt work will be automated if you’re happy to hand over some level of control. Algos will get better at identifying high value customers.
Good advertisers will excel at the more strategic things like CRO, monetization, data.
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Campaign types like Performance Max and bidding tool advancements will make things a lot more automated so that advertisers can focus on more qualitative work such as creative and LP testing.
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It’ll be largely QA
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PPC roles are becoming increasingly strategic. Rather than focusing primarily on keywords and bid management, PPC professionals will be more deeply involved in understanding the broader business dynamics. This includes analyzing user journeys, identifying friction points across touchpoints, and aligning paid media efforts with overall business goals. In the future, PPC will be less about isolated tactics and more about driving meaningful outcomes through a holistic view of the customer experience.
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