Learning how to use LLMs while also learning when to ignore them. I feel very strongly that LLMs have their place, but so does original thought and creativity. Finding the balance between when to just move quickly and scale with LLMs vs. when to sit back, contemplate based on years of experience, and then move forward is a balancing act where I feel much more confident operating between the two worlds.
My company, Adalysis, is a PPC management tool. I’m really proud of the way our Google & Microsoft Ads budget management system has incorporated more features and logic than our competitors, while also being a less expensive option. Our toolset keeps improving every year, and I’m proud of the work we’ve done to streamline the PPC management workflow.
Not staying on top of broad match’s evolution. Broad match has been so bad for so long that I wasn’t staying on top of diligently testing the best ways to use it for various account scenarios. I had my tried-and-true rules for how it was used that had served me well for over a decade. Late in 2025, we conducted several in-depth studies on match types and bid methods, and I finally had an awakening about the evolution of match types, which forced me to revamp my thinking about broad match strategies.
You always have to test your assumptions to ensure they are still accurate.
I’m a huge introvert and have worked with many introverts on how to succeed at public speaking. However, being involved in social media does not come naturally to me. Watching people like Ginny Marvin, Jyll Saskin Gales, Greg Finn, Kirk Williams, Anthony Higman, among many others, who manage to not just push out links on LinkedIn but get involved in discussion and conversation on a regular basis, is inspiring.
The first major US conference I spoke at since Covid was SMX Boston. Having dinner and catching up with old colleagues, talking about life, PPC past and future, and doing more business in-person, was a highly entertaining time.
AI Max. I don’t think we’ll see it really shine for another 1-3 years. If Google manages its development properly, it will eventually be able to create relevant extensions by ad group, identify LLM conversations where ads are appropriate, and help scale PPC with less effort.
Like with everything Google launches, it will need oversight and will introduce its own management challenges. However, it has the potential to serve as a bridge between AI and human oversight, helping us scale the mundane aspects of campaign building so humans can spend more time on strategy and creativity.
Auditing the machine. Too many practitioners blindly accept Google recommendations, whether through reps or the interface, and many of these suggestions hurt account performance.
Understanding which recommendations are good and which are bad, and creating your own workflow, is essential to proper PPC management. Critical thinking skills have always been crucial when working with PPC accounts. With the promise of AI making life easier, if you don’t think through the impact and understand how to audit the AI, accounts will not reach their potential.
Google is not your enemy. Google is not your friend. Google is a massive tech company. You never talk to Google. You work with people at Google, Microsoft, Salesforce, etc. These are humans who have their own lives, experiences, and goals.
Understand the people you are working with at these behemoth companies, and treat them as people, not as part of a faceless entity. You’ll be amazed at how much better your relationship with both the people at these companies, and the companies as a whole, can become.
Respect your time. Disconnect and enjoy your own life. Spend time enjoying a hobby, being outdoors, and spending time with friends and family. Don’t let your life be ruled by social media and the latest trend. Lead your own life and you’ll be a much happier person.
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