Expert Insights on AI in PPC Marketing: Interview With PPC Manager Aleksei Tiutchev
AI in PPC marketing is certainly a hot topic at the moment. Rapid developments are occurring in the PPC field, with ever-increasing integration of AI PPC tools into campaign and workflow management.
That’s why we’ve decided to interview Aleksei Tiutchev, Peak Ace’s resident PPC Master (officially Manager), managing Google and Microsoft Ad campaigns for some of our biggest clients.
Sorting out fact from fiction, Aleksei breaks down what really matters when thinking about AI in PPC marketing, what to look out for in the field, and which voices you should be following to track PPC news.
AI in PPC Marketing: Transformations, Workflows and Predictions
What are some of the benefits of AI in PPC marketing you’re seeing right now?
AI is changing PPC very significantly, and performance marketing is one of the areas where this shift is happening rapidly.
The obvious benefit is speed – particularly in areas like ad copy drafting or idea exploration. However, the real impact goes beyond that.
One of the benefits that I’m seeing comes from workflow integration. When AI is connected to real data sources, for example, through API connections to Google Ads, it moves from being a writing assistant to becoming an analytical layer. Instead of manually navigating interfaces, exporting reports, and cleaning data, it becomes possible to retrieve structured information directly and move immediately into interpretation. This reduces friction in daily work and allows more time to focus on decision-making rather than data retrieval. It’s just one example. The opportunities are limitless.
AI does not replace expertise, but it increases leverage. Especially when integrated into structured workflows.
How are the best PPC marketers using AI PPC tools in their workflows?
The strongest PPC marketers are not using AI as a shortcut. They are embedding it into systems.
Rather than relying on one-line prompts, they define clear tasks, structured inputs, and constraints. They connect AI to reliable data sources and use it to support recurring analytical processes, keyword exploration, test planning, and performance summarisation, among other examples.
Intentional use is the most important for workflow development. AI output is only as good as the input – context, data quality, and clearly defined objectives. The best practitioners understand this and design their workflows accordingly.
Are there any downsides to the prevalence of AI in PPC marketing? What are the things people should watch out for?
There are definitely risks if AI is misunderstood.
One risk is over-simplification. AI outputs are fluent and confident, which can create a false sense of reliability. In PPC, we operate within complex systems, like margins, attribution models, seasonality, signal quality, and business priorities. If these constraints are not clearly defined, AI operates without the necessary context.
Another risk is superficial adoption. Using AI only for copy generation captures only a small portion of its potential. At the same time, expecting fully autonomous systems to manage complex accounts independently is unrealistic without proper data engineering and monitoring.
Finally, there is the risk of skill erosion. Automation should support structured thinking, not replace it. A strong foundation in measurement, account structure, and business logic remains essential.
AI amplifies inputs. If the underlying system is weak, automation will scale that weakness.
The Future of PPC Marketing
What are some of the biggest challenges and opportunities in PPC marketing today?
One of the biggest challenges is increasing automation combined with decreasing transparency. Platforms are more powerful than ever, but diagnosing performance changes can be more complex.
The role has shifted from manual optimisation to system-level thinking. Understanding how signals flow through automated systems – from tracking and data inputs to bidding logic and audience signals – is critical.
At the same time, this creates an opportunity. PPC professionals who understand how to design structured environments, maintain clean measurement, and interpret automated behaviour become significantly more valuable.
AI does not reduce the need for expertise. It increases the importance of it
Do you have any hot takes about recent PPC developments?
One observation is that automation itself is not the issue – misunderstanding automation is.
There is a tendency to either over-trust automated systems or blame them entirely when performance shifts. In reality, automation operates within defined constraints and signals. Weak tracking, unclear objectives, or poor structure will lead to unstable outcomes regardless of the algorithm.
Another observation is that AI-driven ad copy generation is already commoditised. The differentiator increasingly lies in strategy, positioning, and system design rather than simply producing variations. Intentional implementation remains the key.
What are your predictions for the next 6 months/year in PPC Marketing?
I expect AI to become less of a headline topic and more of a default layer inside PPC.
Surface-level AI usage will become standard. The competitive advantage will shift toward structured integration – connecting AI to real data, automating recurring analysis responsibly, and maintaining high-quality signals.
Measurement quality and clear business KPIs will become even more important. As automation increases, the strength of inputs will determine the strength of outcomes.
The definition of a strong PPC professional will continue to evolve toward system thinking and decision-making under automation.
PPC Newsletters and Thought Leaders
Who are your favourite people or PPC newsletters to follow?
Within PPC, I closely follow the work of Bob and Miles from PPC Mastery. They have built a strong community of performance marketers who focus on structured thinking, experimentation, and long-term skill development. Their proactive approach to AI adoption, particularly around agents, workflows, and system-based thinking, is especially valuable.
Mike Rhodes has contributed significantly to the PPC community over the years. With his current work around “Ads to AI,” he continues to push the industry forward by exploring how AI can be meaningfully integrated into performance marketing. His impact in bridging traditional PPC expertise with modern AI adoption is hard to match.
I also pay close attention to Alfred Simon’s work around AI agents and Google Ads data engineering.
Summary: AI in PPC is an Assistant, not a Foundation
- AI is accelerating PPC workflows, particularly when connected to live data sources via API integrations rather than used as a standalone writing tool
- The strongest PPC marketers embed AI into structured systems with clear inputs and objectives, rather than using it as a quick shortcut
- Key risks include over-trusting AI outputs, superficial adoption, and skill erosion if automation replaces rather than supports structured thinking
- Increasing platform automation is reducing transparency, making system-level thinking and clean measurement more critical than ever
- AI-generated ad copy is already commoditised — the real competitive edge lies in strategy, system design, and data quality
- In the next year, AI will become a default layer in PPC rather than a differentiator; structured integration and strong KPIs will define top performers
More Expert Interviews on Marketing & AI Coming Soon!
Thank you for your insights, Aleksei!
If you enjoyed learning about Aleksei’s journey, developments in PPC marketing, and how AI is transforming marketing, be sure to tune in next month for another expert interview.
In this series, each month we will be interviewing an expert from different marketing fields, from SEO to PPC, uncovering what’s actually happening in their field, rather than what’s generating LinkedIn buzz.
Expert Profile: PPC Manager Aleksei Tiutchev
Aleksei Tiutchev is a PPC Manager & Consultant at Peak Ace. He has worked in PPC for over four years, focusing primarily on Google Ads and Microsoft Ads.
During that time, Aleksei has worked across a broad range of industries and business models – from e-commerce and lead generation to SaaS, B2B, and B2C. His verticals have included agricultural machinery, life sciences, medical equipment, education, travel, software, and more. He’s worked with companies ranging from early-stage startups to large international corporations, including S&P 500 companies.
