I used to always have the same quandry until my wife started building houses.
Now I have learned. You just plan on spending a few bucks for a good drywall
punch guy and cut a hole in the drywall. Life becones a lot easier. Actually if
you score and cut a 24" or 16" piece on the stud/purlin it isn't really beyond
the ability of a handy homeowner to replace it. A big hole is easier to patch
than a small one. Cut it back to the next joint. If you do a little planning
you might only end up with a couple patches.

Plan B is to try to fish the wire or use surface raceways, both can be ugly in
their respective ways.