This month’s Ask a PPC tackles a strategy question masquerading as an execution one:“What should search campaign structures look like when AI changes how people research before they buy?” Those strategic decisions should influence structure; more importantly, when to segment based on a business need or consolidate to honor AI campaign types. A separate campaign may seem easier to report on or control, but informed buyers can cross product, feature, and content boundaries before converting. Campaign structure needs to support that reality rather than force those buyers through rigid keyword, message, and landing-page paths. They protect control where control serves a real business need.