The day will be split into two bespoke parts - take a look below to see what each half will cover.
MORNING SESSION | 10:00 - 12:45
Performance Marketing Foundations
A condensed, practical view of the core components of performance marketing and how they connect - paid search, paid social, measurement and AI - in a single structured session.
What we cover
- How demand is captured through Google Ads today - bidding, keywords and match types, and what has changed with automation
- Where paid social fits in a financial services marketing mix and how it should be judged commercially
- Analytics and measurement - GA4 fundamentals, consent and compliance, attribution and the reality of data loss
- Where AI and automation already sit inside the platforms, and how to govern them rather than blindly trust them
- Common pitfalls in regulated categories that lead to wasted spend or misleading reporting
Learning outcomes
- A shared understanding across the team of what good looks like in each channel
- The confidence to ask better questions of internal teams, agencies and platforms
- A measurement approach you can trust when evaluating performance
AFTERNOON SESSION | 13:30 - 15:45
Paid Social Deep Dive
A hands-on session dedicated to Meta and LinkedIn for financial services. We go beyond the basics into how the platforms actually make decisions, what creative and audience strategies work in a regulated environment, and how to prove paid social is contributing to growth rather than just generating impressions.
What we cover
- Platform walkthroughs - campaign structure, objectives and bidding on Meta and LinkedIn, and how the algorithms decide who sees your ads
- Audiences that work in financial services - first-party data, lookalikes, LinkedIn targeting and the compliance considerations around each
- Creative for performance - short-form video, formats, messaging frameworks and testing, with worked examples from financial services brands
- Full-funnel planning - balancing demand creation with demand capture, and the role of brand activity in performance results
- Measurement - conversion tracking, Conversions API and LinkedIn Insight Tag, incrementality, and the metrics that matter versus vanity metrics -
Where AI sits in paid social - Advantage+ and automated creative, and where to keep control
Learning outcomes
- A clear framework for planning, structuring and briefing paid social activity
- Practical creative and audience approaches you can apply straight away
- Confidence in measuring paid social against commercial outcomes, not clicks