Survival of the Strategic: Moving From Channel Technician to C-Suite Whisperer

The role of the PPCer has changed dramatically over the past few years. I know that, you know that… but if we are honest with ourselves, most of us probably have not articulated that in a way that will actually impact our day-to-day work. In this session, Kirk will discuss the evolution of the PPCer from tactician to strategist, and give actual, practical steps you can take to become the best PPCer possible in 2026 and beyond. Come to be inspired, challenged, educated, and given actual tools to help you walk into your client meetings Monday morning better equipped to solve their business growth problems.

Key Takeaways:

• The Campaign Creation Conundrum: Learn why “optimizing structure” won’t solve a lack of market demand, and how to rethink the role of setup for the PPCer of today.
• Diagnosing Business Growth Problems with PPC Solutions: Discover how to use data signals to identify the hindrances to business growth, and how to communicate those for actual organizational change.
• The “C-Suite Whisperer” Protocol: Master the art of the “No Spin” executive summary to shift the conversation from “Why is ROAS down?” to “How do we fix the business?”.