The following tasks are usually done by a PPC expert (or agency)
Keyword research: Keyword research is the process of finding and naming the search terms that your target audience is using.
Target channels: Choosing which paid channels of media to pursue. Some of these are Google Ads, Bing Ads, display networks, and even advertising on social media.
PPC monitoring: Measuring the effectiveness of each campaign and keyword to make sure that PPC efforts are giving a good return on investment (ROI).
Competition analysis: Taking a look at what the competition is doing, the keywords they’re going after, and the ads they’re using can help you decide what to do (to uncover gaps they can fill in on their own).
Campaign optimization: Optimizing advertising structure and keywords. If 10% of keywords bring in most of the revenue, focus your budget on them to boost ROI.
Split testing: A/B testing of new ads and landing pages all the time. Test things out often throughout the whole PPC funnel.