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The signal-to-noise problem
Google's AI is getting better at finding conversions — but it's also getting better at finding the conversions you didn't want. The blurring of match types over the last few years has fundamentally changed how we have to think about keyword strategy.
What's actually working in 2026
First-party data is no longer optional — it's the moat. Performance Max campaigns still need guardrails. And audience signals matter more than ever when keyword control has been ceded to the algorithm.
The mindset shift
The best PPC managers of 2026 are less tacticians and more strategists. Your job isn't to control every bid — it's to feed the machine the right inputs and know when to override it.