Scotland's Performance Marketing EventStories That Sell, Strategies That Convert!

Whether people choose to focus on agentic ecommerce, communication, passwords, or something else entirely; the core truth is we all are in the process of defining a new way of engaging that will have real business implications for what we focus on, how we work, and why something is profitable.

We'll cover: how frequently AIOs are surfacing and how this varies by vertical, the measurable impact on paid search performance (for example, CTR), the search intent patterns behind AIO-triggering queries, and what type of content is appearing inside AIOs — and why it matters.

Preparing your product feeds/structured data for LLMs. Preparing your account structure and tests you can do now to ensure you're ready for agentic and LLM shopping journeys. How you maintain control in an increasingly automated landscape.

Why premium and high-consideration buyers need a fundamentally different journey. The red flags that prove your funnel is just a collection of disconnected ad groups. How to build a TOFU–MOFU–BOFU system that works across Meta, Google, and LinkedIn. The creative formats, budgets, and sequencing that make funnels convert. And why ROAS worship is keeping your marketing stuck in 2020.

Most agencies charge a percentage of spend. However, we faced a dilemma when the mathematically optimal strategy for a client involved slashing their budget. In this session, I will share how we used a custom Google Ads Script to query the Traffic Simulator API and model quadratic regression to find the exact Profit Peak for a major e-commerce client.

As a digital advertiser, you may think that automated campaign types provide less control — but the marketing battleground has simply moved. In 2026, your advertising effectiveness is determined by the quality of the signals you provide — and most teams are unknowingly feeding platforms biased, incomplete, and non-causal data. This session breaks down how automation amplifies measurement errors, why attribution is a terrible teacher for algorithms, and how incrementality-led principles provide a cleaner signal for growth.

Is your SEM strategy ready for a world where the search bar is no longer the only starting line? This session provides the data-driven insights needed to track the pulse of modern intent — understanding exactly where and why your customers are searching today. We'll explore generational shifts and provide actionable strategies to ensure your brand remains visible and high-converting as AI and social discovery redefine the search landscape.

Mike will discuss how Channable helped Skyscanner optimize millions of ads a day and talk about how Channable's Agency Partner Program can not only help your agency's clients perform better but also help you win more pitches.

Your account based marketing (ABM) list is the backbone of your entire B2B strategy. In this session, Diginius's Chester Yang will show you how to build a high-intent audience foundation that unlocks better performance across Microsoft Advertising, programmatic, and even TikTok.

Trends start on social and end on search engines. We show how SEM teams should look beyond Google Trends to the birthplace of modern intent, TikTok & social algorithms. Turn social listening insight into action to inform AEO, GEO, SEO & PPC optimisation strategies, to capitalise on fast-moving trends in Beauty to keep brands relevant and to win at multimodal and solution-based intent in cosmetics and skincare.

Nicole Storey on why what happens after the click matters most.