Are Your Agency’s PPC Services Future-Proof?
There’s a quiet disruption happening in paid media.
Platforms are automating the very things agencies once differentiated on: bidding, targeting, segmentation, optimisation. Tools like Performance Max and Google AI have lowered the barrier so much that many brands now believe they can “let the algorithm run it” without agency support.
And many are considering exactly that.
If your PPC value still rests on campaign structure and bid tweaks, you’re exposed.
Monica Axinte’s Agency Growth Summit session reframes where agency value now lives — and it’s not where most PPC teams are looking.
Why this matters right now
Across thousands of advertisers, one shift is clear:
Clients no longer want a button-pusher.
They want a strategic partner.
They’re asking:
Where should we invest the next ad dollar?
Which channels can we scale profitably?
How do we protect margin as platforms become opaque?
How do we expand beyond Google and Meta?
The answer to all of these questions sits beneath the campaigns themselves:
Structured, enriched, intelligent product data.
The overlooked competitive advantage: feed management
As platforms absorb optimisation into automation, the one layer agencies can still control is the data that feeds the algorithm.
That’s the product feed.
High-performing agencies treat feeds as living assets, not technical admin.
They use them to create three layers of control:
Data control – deciding which products appear, where, and how they’re presented
Optimisation control – rapidly testing titles, attributes, and descriptions that directly influence performance
Strategic control – merging product data with margin, stock, and profitability logic
This is where human expertise now outperforms automation.
Solving the three pressures squeezing PPC agencies
Feed excellence directly addresses the biggest challenges agencies face:
The in-housing drift caused by automation
The chaos of channel expansion into retail media and emerging platforms
The efficiency squeeze of delivering more value with flat budgets
With AI-powered feed tools, what once took hours now takes seconds — freeing teams to focus on strategy, not mechanics.
A glimpse of the impact
One agency used AI-driven title optimisation across a large catalogue.
Nothing else changed.
The result: 44% higher conversion rate from Google Shopping.
Because the feed aligned better with how real shoppers search.
The future belongs to clean data
As AI assistants and machine-led discovery become part of buying journeys, structured product data becomes the currency of commerce.
Your feed is no longer a spreadsheet.
It’s your strategic edge.
This session is also featured as a chapter in the Agency Growth Book.
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