Interview with Borys Vasylchuk: Diving into PPC Reporting with AI Insights

Meet Borys Vasylchuk, who, as he calls himself, is a Performance Marketer turned Product Marketer.

Borys holds 7+ years of experience in creating, managing, and optimizing digital advertising campaigns in B2B SaaS.

He embraces a full-stack user acquisition approach, including running ads, CRO practices, and a passion for marketing analytics. His hands-on experience contributes to developing Coupler.io, a reporting automation and analytics platform for marketers.

In this interview, we’re looking at one of the common challenges PPC professionals face: reporting. Borys shares how the team at Coupler.io approaches it, including how they use AI to simplify the process.

But first, let’s learn more about Borys!

1. Can you tell us a little about your background and how you got started in the world of PPC?

I began my career at an advertising agency and later moved into the SaaS space as a PPC Specialist at SE Ranking, an SEO platform, where I managed campaigns across multiple ad platforms. After that, I joined Loio, a legal tech SaaS startup, as a Senior PPC Specialist and was soon promoted to Digital Marketing Team Lead, where I led initiatives around webinar-based lead generation and team coordination. 

Later, I joined Coupler.io as a Performance Marketing Expert, building on my background in paid advertising. Over time, I developed a strong interest in how users engage with the product after acquisition, which led me to transition into product marketing, where I now focus on driving user value and product growth.

2. Reflecting on the current PPC environment, what challenges do you and other professionals face?

Digital advertising has become more complex in recent years. The importance of first-party data, privacy concerns, and changes in ad platform metrics are significant challenges.

I see more specialists work with multi-channel advertising (as I also do). This fragmentation across channels brings chaos to daily tasks. Each platform has its own metrics and limitations, which makes creating a unified performance view increasingly difficult. Cross-platform analysis with eventual campaign optimization is a major hurdle. The attribution isn’t clear, and collecting data from various sources becomes a blocker. Even if we have gathered data, how do we showcase it in a clear report? 

So I think reporting is one of the PPC challenges that is often overlooked. That’s why we’ve been implementing solutions empowered by our product, which practically helps professionals deal with campaign analysis and optimization issues.

3. What inspired your team to create Coupler.io, and how does it help performance marketers?

Railsware, a product studio that built Coupler.io, has always been a data-driven company, collecting and analyzing data from various sources. The existing software didn’t meet our needs, so Coupler.io appeared as an internal solution for automatic data collection.

With time, Coupler.io went public as a data integration software and then evolved into an analytics platform with a strong focus on marketing audiences. 

We’re inspired by the idea of simplifying reporting and getting insights from data. It resonates with marketers. 

A modern marketer uses dozens of data sources – ad platforms, social media, website, email, etc. Coupler.io no-code connectors, pre-defined transformations, and dashboard templates save marketers time in precise cross-channel analysis without the need for tech knowledge or requesting tasks from analysts. So marketers always have fresh data in the needed form, able to make informed decisions to stay proactive and competitive.

4. How do you ensure your tool keeps up with the fast pace of changes in PPC?

Our team is always open to feedback, and we monitor tech changes in data sources, including paid advertising. This helps us timely react to external modifications, new limitations, or regulations.

Real use cases help us craft dashboard templates that other marketers can reuse. We invest a lot in creating new and improving existing dashboard templates. Now, we have over 100 templates for Looker Studio, Power BI, spreadsheets, and other tools. 

Besides, we’ve introduced our own in-app dashboards and incremental data fetching, mainly for paid advertising sources. This eliminates dependencies on third-party BI tools and unexpected crashouts, making PPC reporting even faster and more controllable.

Another useful feature for PPC experts is AI Insights by Coupler.io, which helps optimize campaign performance.

5. I know you recently launched the AI Insights feature in Coupler.io. It looks like AI has found its way into reporting too. Can you walk us through how it works?

AI Insights by Coupler.io is an artificial intelligence helper trained to quickly make sense of your data in full. We treat it as a personal assistant analyst. It’s designed to close the gap in data literacy and interpretation, which blocks many specialists from meaningful analysis.

AI Insights go beyond just summarizing heavy dashboards or highlighting key metrics. It compares your results to industry benchmarks, identifies trends, anomalies, underlying issues that take a person way more time doing it manually. Based on the gathered insights, it provides personalized advice on ways of fixing underperformance or viewing your campaigns from another angle. 

Let’s be clear: AI Insights by Coupler.io aren’t supposed to replace your own critical analysis and expertise. It’s a machine support able to guide marketers through their complex datasets to avoid missing small yet important details, giving more clarity and improving further results.

For instance, in the screenshot, AI Insights recommends setting up conversion tracking, but you might already know that this particular dashboard doesn’t include conversions – its main purpose is to provide a high-level overview of all your channels. However, this output still highlights that you should pay attention to specific keywords and consider reallocating your budget accordingly.

This feature is available in our native dashboards like Google Ads overview, Facebook Ads dashboard, and others. A user just needs to connect their data sources in a selected template, generate AI Insights output. This setup takes a few minutes. The insights are dynamic, so if you use filters or change data sources, you can re-generate a fresh output.

6. How do you see the future application of AI in digital advertising?

Artificial intelligence is actively entering the digital advertising space, and many ask the hype question: Will it replace ad professionals? I doubt it.

I’m sure we can’t simply ignore AI in PPC, though. AI-driven solutions in paid advertising assist with bidding strategies, campaign polishing, targeting, and analytics pretty well, and they’ll continue doing so.

So, properly adapting to AI in PPC is key. Professionals should start doing it now: treat AI as a time-saver, a meticulous observer, a powerful assistant, but not as a strategist.

This is our approach to integrating AI Insights in Coupler.io: helping with prompt and sufficient data analysis to free time for human creativity and decision-making, which are genuine game-changers in advertising.

Wrapping up, AI will remain a good helper, and more advertisers will use it daily, while human supervision will still be irreplaceable.

7. What’s the most rewarding part of building something for other marketers?

Seeing that Coupler.io solves the data and reporting challenges of other marketers. When, for example, an agency owner thanks us because our product streamlined their client reporting, cutting down time and improving retention, it inspires, proves that we’re in the right direction. 

It’s also special to showcase our platform to marketers. We’re on the same page. Our marketing team uses Coupler.io to solve the hurdles most marketers encounter daily. Solving the reporting routine is one of the reasons we craft templates mainly for marketing use cases, from ad analysis to marketing funnel dashboards.

Another thing I enjoy is two-sided communication with marketers. They help us improve our tool for them and other professionals who work with data. This creates a worldwide community of pros who want their data to work for them, regardless of industry.

8. How has building a presence on LinkedIn or other platforms helped your business?

This contributes to the sense of community I mentioned above. My teammates and I share practical insights from our experience to help other marketers and, of course, to hear from other professionals. It helps understand current needs and look at the product from another angle. My active presence on LinkedIn started accidentally. I just shared our PPC template, which resonated with other professionals. Again, contributing to the community is essential.

Our team has also been actively developing the blog, sharing practical tutorials to solve irritating pain points or showcasing expert insights, including external ones. It’s not about a bold product promotion; we’re realistic and respectful to our competitors. The content we publish helps marketers, business owners, and other professionals to stay efficient by finding the optimal solution. 

9. What do you enjoy doing in your free time when you’re not working?

In my free time, I enjoy exploring new places – whether it’s discovering hidden spots around the city or spending time in nature. Lately, I’ve really come to appreciate small hikes as a way to disconnect from screens and recharge. 

I’m also a big music enthusiast; I love diving deep into the work of my favorite artists, listening to full albums, collecting vinyl records, and attending live shows whenever I can. One of my recent hobbies is playing padel, which I’ve been enjoying, though I definitely need more practice!

10. If you could choose any fictional character to be your mentor, who would it be and why?

The character who inspires me has often changed depending on the stage of life I’m in. At this point, I’d say it’s Marcus Aurelius. While he’s not a fictional character, I think his philosophy, particularly the principles of stoicism, resonates with me a lot right now. In today’s fast-paced, constantly connected world, having a mindset rooted in calm, resilience, and focus on what we can control feels especially valuable. 

It would be great to have someone like Marcus Aurelius as a mentor in navigating both professional and personal challenges with greater clarity and balance. I even found his statue in Rome and took a photo – my face in it was so serious, I might’ve accidentally out-stoic’d Marcus himself.

Thank you, Borys, for sharing your story and insights with us. For those who want to connect or learn more, follow him on LinkedIn. Be sure to try AI Insights by Coupler.io in their PPC reporting templates at no cost.