Workshop Overviews
Paid search is often treated as a set and forget channel. In reality, it’s changed a lot, particularly with automation and how Google interprets intent. In this session, we cover how demand is captured through Google Ads today, what good looks like in a regulated category, and how teams can plan more effectively around demand capture using trends and insight (rather than reacting late).
What We Cover
- How bidding, keywords, and match types work now (and what’s changed)
- Planning for demand capture - using trends and intent signals to shape budgets, timing, and messaging
- Common pitfalls that lead to wasted spend or misleading reporting
Learning Outcomes
- Clearer understanding of what drives performance in paid search today
- More confidence in planning and forecasting demand capture
- Practical ways to reduce waste without shrinking growth
Paid social can be powerful in financial services, but it needs to be handled properly. The best results come when social supports demand creation while still connecting back to commercial outcomes. This session focuses on how to use platforms like Meta and LinkedIn responsibly, how to think about audiences and messaging, and how to measure progress without falling into vanity metrics.
What We Cover
- The role paid social should play in a financial services marketing mix
- Audience and messaging approaches that work in regulated environments
- What to measure (and what not to obsess over) so social stays commercially grounded
Learning Outcomes
- A stronger framework for judging whether paid social is contributing to growth
- More confidence in measuring the right signals beyond clicks and impressions
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Clearer ways to align paid social activity with commercial outcomes
This is the session where we slow things down and make the data make sense.
We cover GA4 fundamentals, consent and compliance considerations, attribution challenges, and the impact of data loss across platforms. The focus is on building a measurement approach teams can trust, so decisions are based on reliable signals rather than partial reporting.
What We Cover
- GA4 foundations and the key areas that typically cause confusion
- Consent, compliance, and the reality of attribution in today’s tracking landscape
- How to build a measurement framework teams can rely on across channels
Learning Outcomes
- Clearer understanding of what your data can and can’t tell you
- A more consistent approach to reporting and evaluation across channels
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Practical steps to improve confidence in measurement and decision-making
AI is already baked into most ad platforms. The real question is how to use it without giving up control, and how to bring the wider organisation along with it.
This session separates what’s genuinely useful from what’s mostly noise. We cover where AI and automation are already influencing performance marketing, how to put guardrails in place, and what teams should be thinking about beyond marketing - risk, governance, ways of working, and capability.
What We Cover:
- Where AI and automation already sit in advertising platforms, and what they’re actually doing
- How to govern automation - guardrails, checks, and accountabilities
- The wider organisational impact - process, compliance, training, and change management
Learning Outcomes
- A grounded view of what AI and automation are useful for right now
- Clearer understanding of how to govern automation rather than blindly trust it
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Practical ways to introduce AI into workflows without creating organisational risk