PPC accounts generate more granular data than almost any other marketing channel — impressions, clicks, cost, conversions, all sliceable by campaign, ad group, keyword, and device. Reporting on that data manually every week is expensive and error-prone.
Separate reporting automation from bidding automation
Automating the collection and formatting of performance data is low-risk: it doesn't change what happens in the account, only how quickly a person can see what happened. Automating bidding or budget decisions is a different category of risk entirely, because a misconfigured rule can spend budget quickly with no one watching.
A practical sequence
Start by automating the reporting layer — a scheduled pull of account performance into a consistent format, tied to conversion data rather than just clicks. Once that reporting is trustworthy, introduce narrow, rules-based automation (pause a keyword below a CPA threshold, alert when spend pace deviates from budget) rather than full automated bid management on day one.
Where this fits into the bigger picture
PPC data becomes far more useful when it sits next to organic and ORM data in the same reporting layer, rather than in a separate ads-platform dashboard nobody checks regularly.