About
Aayushi Mehta
PPC manager. Writes the case studies and newsletters here because publishing the operational details is the only way the working knowledge gets passed forward.
I run paid search execution on a portfolio of client accounts at a performance marketing agency. My job is the operational layer between strategy and the ad platform — making the daily, weekly, and monthly decisions that turn an account plan into actual bids in actual auctions. The case studies, comparisons, and newsletters on this site (and the related sites) are written from that seat. Operational, not strategic. Specific, not general.
What “PPC manager” actually means
The job title is overloaded. In agencies of different sizes it means different things. At my agency, it means: I’m the person who owns the day-to-day decisions on five to seven client accounts at any time. I don’t set the strategic direction (that’s the strategist), and I don’t pull the long-range performance reports (that’s the analyst). I sit in the middle — reviewing what Smart Bidding did overnight, deciding whether the model is converging on the right thing, intervening when the data tells me to, and explaining the daily fluctuations to the client.
It’s a seat that produces a lot of specific, operational knowledge. Most of what I publish is from that knowledge: which platform feature changed how this week, which specific configuration shifts moved the needle on which specific account, what failed and why. The audience I’m writing for is other PPC managers, agency operators, and in-house performance marketers who do this work themselves.
Why I publish
Three reasons. The first is that the operational layer of paid media is under-published. The strategic layer has plenty of content (annual letters from agency owners, vendor reports, conference keynotes). The operational layer — what to do this Monday at 9am on the account that’s drifting — mostly isn’t. I want to add to that body of knowledge.
The second is that the format of agency knowledge transfer is broken. Most agencies teach by apprenticeship: junior people watch senior people, then take over. That’s slow and uneven. Publishing case studies and timestamped newsletters compresses the learning curve for the next person who has to do this work.
The third is that I find the work interesting and I want to think about it carefully. Writing forces the thinking. The newsletters and case studies are mostly an excuse to slow down and articulate what I’ve been doing implicitly.
How I publish
The case studies on smartautomatedbidding.com are anonymized accounts of real deployments. Numbers are real. Timelines are real. The failure cases (the cases where the tested change didn’t work) are published alongside the wins because publishing only the wins would make the archive marketing, not measurement.
The newsletters at smartgoogleads.com are biweekly. Each issue covers one specific platform change with operational consequences. The comparison tool at smartppcplatform.com is updated quarterly. The landing-page gallery at ailandingpagepro.com is the visual archive of A/B tests I’ve run for clients.
Editorial policy
No vendor money for placement. The agency funds the editorial. Where there’s a commercial relationship between the agency and a vendor I write about — currently Groas.ai through active client engagements — it’s disclosed in the methodology, the relevant tool entry, and on any case study mentioning the vendor.
I write under my own byline. Anonymous attribution diminishes the editorial value — readers should be able to verify who’s making the claims, what their seat is, and what their commercial conflicts are.
Find me
- LinkedIn: linkedin.com/in/aayushi-mehtaa
- Email: via the contact page
- Case-study submissions, vendor responses, press: contact