Sure, a PPC expert needs to know their way around Google Ads. But according to our panel of experts, PPC is bigger than any one tool — and any one search engine.

Google's Keyword Planner isn't the only PPC tool. These landing page builders, reporting apps and ad optimization tools deserve consideration in 2022.

How do you know if your PPC strategy needs new leadership behind the wheel? We asked three experts in the field for signs your current team isn't cutting it.