TPE #130: urgent AI wake-up call for PPC Experts

Read time: 3 minutes

GM, Miles here!

Last year, I said a storm was coming.

Sam Altman (the CEO of OpenAI) had just made a bold prediction:

“95% of what marketers use agencies, strategists, and creatives for today will be easily, instantly, and nearly freely handled by AI.”

At the time, it felt extreme.

But AI has changed so fast in 12 months…

Today, the storm has arrived (we are officially in the “Age of AI”): major companies like Zapier, Shopify, and Fiverr are rebuilding their teams around an AI-first policy.

What does this trend tell us, and how does it relate to your work as a Google Ads Specialist?

Consider this issue a wake-up call…

I’ll share my thoughts and what you must do to stay relevant.

Let’s dive in!

Why big companies are building AI-first teams.

AI is disrupting the marketing (and PPC) industry in front of our eyes:

• March 2024: OpenAI’s CEO says “AI will handle 95% of agency tasks”
• April 2025: Fiverr’s CEO sent out a company-wide memo:
  • “AI is coming for your jobs. Heck, it’s coming for mine too. This is a wake-up call.”
  • (He urged every employee to become exceptional, or get replaced in a matter of months)
    
    

In addition, companies like Duolingo, Zapier, and Shopify have announced that using AI is a “fundamental expectation”, and (contract) workers will get replaced with AI.

This isn’t a “trend”.

It’s a full-blown restructuring of how work is done.

It’s time to adapt, or get left behind (seriously).

If you are not using AI in your daily workflow, you are officially behind (and someone who does will take away all your opportunities).

I don’t mean to be harsh — but it is true.

After intensively playing with AI for a few months, I can confidently say that most manual labor should be done with* AI:

• Data analysis? → Use AI.
• Ad copy writing? → Use AI.
• Landing page drafts? → Use AI.
• Search query analysis? → Use AI.
• Keyword/market research? → Use AI.
• Anything that requires thinking? → Use AI.

When you use AI, you get deeper insights, faster. What took hours or even days, now takes minutes.

*Noticed how I said “with” AI, not “by” AI? It’s not so much about automating everything, but more so about working smarter and going deeper by integrating AI in your workflow.

But AI doesn’t close the skill gap — it exposes it.

Here’s a false belief too many people buy into:

❌ “AI is leveling the playing field and closes the skill gap (creating equal opportunity for all)”

I fully disagree.

Think about it: when everyone uses the same tech and tools, why doesn’t everyone get the same results?

In the Age of AI, your edge comes from what you feed into the AI tools.

And what you feed into the tools, is determined by your knowledge, skills, and expertise.

So how do you stay relevant in the Age of AI?

Become exceptional at your work (as Fiverr’s CEO said) and master your craft — then use AI to multiply your impact.

AI won’t take your opportunities, but someone using AI will.

Again, nearly everything you do as a Google Ads Specialist (from research to creating ads and landing pages to data analysis) should be done with AI.

But the biggest threat to your career?

Someone with your exact job title uses AI to work 10x faster, with 10x more clients, for 10x better results.

That’s your competition now.

How to stay relevant in the Age of AI: the 100x Advantage.

I believe AI is creating a 100x Advantage for Google Ads Specialists who continue to evolve.

But remember: it’s not just about the tools — it’s about what you feed into them.

So on Wednesday, May 28th, I’m hosting a free workshop:

In this workshop, I’ll break down:

1. Why mastering the fundamentals is your greatest unfair advantage.
2. Why thinking like a business partner keeps you relevant.
3. How AI becomes a 100x multiplier for experts — but a limiter for noobs.

This is not another fluffy AI tools session…

It’s the blueprint to future-proof your career — so you use AI to 100x your impact and stay relevant in the Age of AI (when the vast majority is going to fall behind).

Which side of the gap will you be on?

AI is creating a massive divide between average and Elite Google Ads Specialists:

• The average will be inefficient, overwhelmed, and losing clients.
• While the Elite multiply their impact, are confident, and thrive.

I want you to be on the right side of the gap.

So if you want to thrive in the Age of AI — join our workshop for free.

Register here and I’ll see you on Wednesday, May 28th (recordings will be shared after).

That’s all for today — see you at the workshop (and otherwise next week).

Cheers,

Miles (& Bob)