AI and automation in ad platforms are well established. Google Ads and Microsoft Advertising are heavily invested in automated features, and the technical barrier to entry has never been lower. However, that accessibility comes with a tradeoff.
Two common challenges surface when bringing a PPC team in-house:
- Campaigns are easier to launch than they are to explain and analyze.
- Machine-driven decisions risk going unquestioned without an outside perspective.
Those challenges point to something CMOs probably already know: Automation doesn’t eliminate…

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