If your PPC performance reports still start with vanity metrics like click-through rate and impressions, you’re only seeing the surface of performance.
Executives are not impressed by screenshots of green arrows. They want to know if paid media is adding profit, building pipeline value, and supporting long-term growth.
That is a much higher bar than “our CTR went up this month!”
At the same time, running PPC campaigns has become more complicated, even with the help of AI.
Privacy rules limit what we can track. AI is now shaping everything from…
