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If you manage PPC campaigns, you’ve seen it. Platforms are making more decisions without asking you first.
Campaign types keep consolidating into AI-first formats like Performance Max and Demand Gen. The granular controls you used to rely on keep disappearing or moving behind automation.
A year ago, Performance Max still felt experimental. Now it’s often the default option, with AI generating ad copy, and automation selecting audiences based on signals you can’t always see. When performance drops, you have fewer levers to pull and less…
