As a digital strategist working with HVAC companies and a handful of other industries, I’ve done my fair share of manual audits, keyword research, and performance analysis. And while there’s a certain satisfaction in combing through data the old-fashioned way… i hope you’re reading my sarcasim. Let’s face it—PPC audits can be a beast. Tedious, time-consuming, and often leave to second-guessing if I missed some minor.

Enter AI.

Over the past year, I’ve been integrating AI tools into my a lot of my workflows. Hell, this blog is nothing but a  bunch of thoughts i put together, typed out and then organized with AI. It’s not just about saving time (though, believe me, that’s a huge perk); it’s about uncovering insights I might have missed and making my reports more actionable and digestible for clients who aren’t knee-deep in PPC jargon, plus when I speak to the PPC department, I come off like I know what i’m doing.

So here’s how AI has changed the game for PPC.

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1. Streamlining My Audits (And My Sanity)

You know that feeling when you open a new account and you’re immediately overwhelmed by the chaos? Yeah, me too.

Before AI, I’d spend hours manually reviewing campaign structures, bid strategies, and keyword match types. Now? I input my initial observations into a Google Doc, feed that data into an AI chatbot like ChatGPT, and ask it to organize my thoughts.

The AI picks out inefficiencies—overly broad keywords, poorly structured campaigns, underperforming ad groups—and gives me a clear, concise overview. It’s like having a second set of eyes that never get tired.

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2. Explaining PPC Jargon Without Losing My Audience

Trying to explain the intricacies of bid strategies to a client who just wants to know why their ads aren’t converting? That used to be my least favorite part of the job.

Now, I let AI handle the heavy lifting. I’ll ask it to translate technical findings into plain English, tailored to different audiences. For example:

• • For executives: “The current bidding strategy might be costing us more by not focusing on high-value conversions.”

• • For marketing teams: “We can tweak our bids to attract more qualified leads and cut down on wasted ad spend.”

• • For PPC managers: “Let’s transition to value-based bidding to prioritize form submissions over phone calls.”

AI helps me bridge that gap between what I know and what they need to hear, which makes my audits not only more actionable but also easier for clients to understand and trust.

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3. Spotting High-Cost, Low-Converting Keywords (Before They Drain the Budget)

This one’s a lifesaver.

I feed my search terms reports and performance data into AI and ask specific questions like:

• • “Which keywords are eating up the budget without converting?”

• • “Where are we seeing high click-through rates but low conversions?”

Recently, while auditing an HVAC campaign for AC repair services, AI flagged the term “24-hour emergency AC repair”—128 clicks, only two conversions, and a sky-high cost per conversion. Meanwhile, “seasonal AC tune-up specials” had a great CTR but still wasn’t converting enough to justify the spend.

AI helped me quickly identify these red flags, which let me make smarter decisions faster—whether it was adjusting bids, refining keywords, or optimizing landing pages

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4. Gaining Competitor Insights Without the Hassle

I’ve always known that keeping an eye on the competition is important, but honestly, it’s time-consuming. AI changed that.

I use AI to analyze competitor websites, ad copy, and even customer reviews It helps me spot patterns—what’s working for them, where they’re falling short, and how we can differentiate our campaigns.

For example, I recently had AI analyze a competitor’s ad strategy and suggest ways to tweak our messaging to stand out. The result? Higher engagement rates and better conversion numbers.

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The Bottom Line

AI had definitely made me better at my craft

It helps me uncover insights faster, communicate more effectively with clients, and focus on the parts of PPC I actually enjoy: strategy, creativity, and optimization. But here’s the thing—AI is a tool, not a replacement. It can analyze data, flag inefficiencies, and even generate reports, but it’s my expertise and judgment that turn those insights into real results.