Automation has been transforming PPC account management for a long time, starting with rules, scripts, and API-based workflows inside Google Ads. Most marketers are now familiar with automated bidding, data-driven optimization, and a range of other AI-powered features. The next evolution goes a step further. Two trends in particular are redefining how PPC campaigns are run and optimized: AI agents and vibe coding. Together, they signal a shift toward more autonomous operations, where AI increasingly handles execution while marketers concentrate on strategy, system design, and creative direction. This evolution brings greater efficiency and adaptability, but it also reshapes what effective PPC management entails.
Agentic AI: Google Ads has its own built-in agentic AI
Google introduced its Agentic Ads Advisor in November 2025. This tool leverages the latest Gemini models to help advertisers uncover insights and enhance campaign performance. Google describes Ads Advisor as: “[Y]our AI partner that helps you proactively manage campaigns directly within Google Ads. It helps you understand your business context and simplifies your work by learning from your interactions to improve campaign results.” The intention is to enable advertisers to analyze and optimize campaigns more effectively. But it also prompts a key question: what should an agentic AI tool actually be responsible for?
An agentic AI is meant to act as an autonomous agent. It should not only surface relevant information when requested, but also take initiative and operate on its own when it makes sense. That means spotting opportunities to refine campaign structure, assets and ad copy, search terms, and other key inputs. Even more critically, it should be able to carry out and implement those improvements…