{"id":1622,"date":"2026-05-04T23:16:00","date_gmt":"2026-05-04T21:16:00","guid":{"rendered":"https:\/\/nilsrooijmans.com\/daily\/?p=1622"},"modified":"2026-05-20T10:18:54","modified_gmt":"2026-05-20T08:18:54","slug":"ppc-ai-building-ppc-agents-where-the-real-work-is","status":"publish","type":"post","link":"https:\/\/nilsrooijmans.com\/daily\/ppc-ai-building-ppc-agents-where-the-real-work-is","title":{"rendered":"[PPC + AI] Building PPC Agents \u2014 where the real work is"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Building PPC AI agents might sound scary. I get it.<br><br>MCPs. APIs. Python scripts. Prompts. MD files. Skills. Hooks. YAML.<br><br>Sounds like a motorcycle engine exploded on your kitchen table.<br><br>But here&#8217;s the thing: <strong>the technology is NOT the hard part.<br><\/strong><br>The tech is annoying, sure. However, Claude or ChatGPT can help you build most of it if you know what to ask. Even if you do not consider yourself a techie and have never touched code, it&#8217;s very doable.<br><br><strong>The real work is EDUCATING the agent.<br><\/strong><br>Because an AI agent is basically an intern with terrifying confidence.<br><br>It knows generic Google Ads stuff.<br><br>It does not know these:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>your account strategy<\/li>\n\n\n\n<li>your client&#8217;s margins<\/li>\n\n\n\n<li>your bidding philosophy<\/li>\n\n\n\n<li>which products are sacred<\/li>\n\n\n\n<li>which search terms look good but never close<\/li>\n\n\n\n<li>why Google&#8217;s &#8220;recommendation&#8221; is often just a polite invoice<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">That knowledge lives in your head. In your client onboarding documents. Your SOPs. Your scars. Your expensive mistakes.<br><br>So, the move is simple: before building agents, think about what you need to teach them. And document it.<br><br>Some examples:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>&#8220;For this client, know that the typical ICP tends to do research on Sunday and order on Monday.&#8221;<\/li>\n\n\n\n<li>&#8220;When CPA spikes 30% and conversion volume drops: check tracking, search terms, budget changes, landing pages, and recent client-side issues before touching bid strategies.&#8221;\u00a0<\/li>\n\n\n\n<li>&#8220;In this account, 2% of orders make up 60% of revenue. For that reason, we&#8217;ve normalised conversion values in conversion action &#8216;B&#8217; so smart bidding won&#8217;t go crazy after each high value order.&#8221;<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s how you turn AI from a clever parrot into a useful PPC assistant.<br><br>Don&#8217;t just build agents.<br><br>Educate them.<br><br>&#8211; Nils<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Building PPC AI agents might sound scary. I get it. MCPs. APIs. Python scripts. Prompts. MD files. Skills. Hooks. YAML. Sounds like a motorcycle engine exploded on your kitchen table. But here&#8217;s the thing: the technology is NOT the hard part.The tech is annoying, sure. However, Claude or ChatGPT can help you build most of &hellip; <a href=\"https:\/\/nilsrooijmans.com\/daily\/ppc-ai-building-ppc-agents-where-the-real-work-is\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;[PPC + AI] Building PPC Agents \u2014 where the real work is&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1622","post","type-post","status-publish","format-standard","hentry","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[PPC + AI] Building PPC Agents \u2014 where the real work is - Nils Rooijmans<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nilsrooijmans.com\/daily\/ppc-ai-building-ppc-agents-where-the-real-work-is\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[PPC + AI] Building PPC Agents \u2014 where the real work is - Nils Rooijmans\" \/>\n<meta property=\"og:description\" content=\"Building PPC AI agents might sound scary. I get it. MCPs. APIs. Python scripts. Prompts. MD files. Skills. Hooks. YAML. Sounds like a motorcycle engine exploded on your kitchen table. But here&#8217;s the thing: the technology is NOT the hard part.The tech is annoying, sure. 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