Should I automate PPC ad performance?

The answer is – well that all depends. Although you can definitely leverage conversion-focused automated bidding strategies, dynamic ad formats, and even Google’s Discovery Ads, oftentimes it is absolutely critical to your campaigns’ performance to be thoughtfully ramped up and managed manually to ensure you get your campaigns optimized properly and maximized for performance. This is especially true with early-stage startups and niche B2B companies where traffic and interest may be lower than your typical, more mature online business. In the end – Google doesn’t love you, they want to sell you clicks above all else, so trusting Google to make all the optimization decisions and automatically drive your campaigns can be an expensive lesson to learn!