Is it just me, or is PPC getting harder lately?

[softhex]

CPC is going up, impressions sometimes feel unstable, and automation is taking more control.
Are you still able to scale campaigns profitably in 2026, or is it getting tougher for small advertisers?

 

[Reacheffect]

Scaling is still possible, but the barrier to entry has shifted from technical skill to data quality and creative volume. It’s tougher for small players who try to fight the automation, but it’s actually a massive opportunity for those who learn to coach it.

 

[Lamoon]

scaling in 2026 feels more competitive and less predictable.