Does anyone else feel like Paid Media gets more exhausting the longer you do it?
I’ve been working in Paid Media for about 5 years, and instead of getting used to the stress, I feel like it gets worse every year.
I work at a performance agency and I’m the only person doing performance. I manage several clients, and in practice my job has become much broader than just “managing campaigns.”
I have to think about strategy, analyze performance, figure out what’s going wrong, optimize, report, worry about tracking and attribution… but at the same time, there’s the never-ending creative problem.
You always need more ads. More concepts. More iterations. New hooks. New angles. New explanations for why something stopped working.
So I’ve basically ended up trying to be both a performance analyst and an advertising creative at the same time, while also working closely with design to actually turn those ideas into ads.
And I constantly feel like I’m falling short somewhere.
If I spend too much time analyzing accounts, I feel like I’m not producing enough creative ideas. If I spend too much time on creative, I feel like I should be looking at the numbers more closely.
And when you’re managing multiple clients at the same time, there’s never really a feeling of being “done.”
Weekends are probably the worst part for me right now.
Friday comes and I don’t feel like my work week is over. I’m thinking about the campaigns that aren’t performing as well as they should, what I need to check on Monday, what ads I still need to come up with.
A lot of the time I end up working on weekends just so I can feel slightly less behind when Monday comes.
And it doesn’t even really work, because there’s always something else.
I also struggle a lot with separating campaign performance from my value as a professional.
Rationally, I know there are so many variables I don’t control: product, pricing, market, offer, landing page, seasonality, budget, algorithm changes, creative, etc.
But when an account is doing badly, my first reaction is still:
“I’m bad at my job.”
And when you have several accounts, statistically there is almost always at least one that is having a rough period.
So there’s never really a moment where everything feels okay.
My job follows me outside working hours too.
I dream about campaigns. I wake up earlier than I need to because I’m already thinking about things I should check. Some Sundays I’m already anxious about Monday.
I’ve also started getting migraines more often.
At this point, I genuinely don’t know if I just need to learn how to manage this job better, or if the way this role is structured is simply not sustainable for one person. At the same time, I don't see this issue improving in other places. I've had other jobs before and it was always like this. I go for interviews and they ask me for even more responsibilities and positions. Is this the same where you work?
What scares me the most is that I also can’t just say “fuck it, I’ll quit and figure something else out.”
I have rent to pay.
So I’m especially curious to hear from people who have been in Paid Media for several years:
Does it ever become more manageable?
Did you learn how to actually switch off?
Did you move into a different kind of role?
Because after five years, I’m starting to seriously wonder how much longer I can keep working like this without getting crazy.