Tom Cox

Senior Paid Media Manager

Tom Cox

Tom is a Senior Paid Media Manager at Footprint Digital, where he helps national and international brands improve performance across Google Ads, Meta, LinkedIn, Reddit and TikTok.

With over 10 years' experience in digital marketing, Tom specialises in combining audience research, competitor analysis and user behaviour with paid media strategy to uncover opportunities that sit beyond the ad platforms themselves.

Tom previously spoke at Hero Conf Brighton and regularly shares practical insights with marketers through conference talks and industry events.

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Session topic:

Stop Optimising in Circles: Using External Signals to Improve Paid Search Performance

Most Paid Search accounts eventually hit a point where performance starts to level off. The problem is that we're all looking at the same things: search terms, platform recommendations, automated bidding and the metrics inside Google Ads.

For this session, Tom will show how looking outside the platform can lead to better decisions inside it. Using real client examples, Tom will explain how competitor research, customer conversations and user behaviour have helped shape ad copy, uncover new opportunities and even reveal when the real problem wasn't the campaign at all.

You'll leave with a simple framework and some handy tools, you can start using in your own accounts straight away. Tom also promised to limit his acronym usage!

Key Takeaways:

  • Find better optimisation ideas by looking beyond Google Ads.
  • Use competitor research, customer insights and behaviour data to make smarter PPC decisions.