Competitors don't publish their Google Ads budgets or bidding strategies, but Chris will demonstrate how to reverse-engineer both from auction data.
He'll show how to convert auction overlap and CPC metrics into competitor budget estimates, identify bid surges and strategy changes, and map competitive strategy shifts across Search and Shopping.
Attendees will see frameworks and examples they can immediately apply to quantify competitor investments and inform strategic decisions.
Mass Media - Hero Conf, Brighton Centre, Kings Road, Brighton, BN1 2GR, United Kingdom
Thu 30 Apr, 2026 | 09:30 AM
In this session, Emanuela Mafteiu shares how to build a resilient demand generation function in a world where budgets are tight and expectations keep rising.
She will explain how data should guide every decision, how to match the right channel to the right KPI, and why “spray and pray” no longer works. The focus is on real conversions, not vanity metrics, using a simple test-measure-refine approach.
Emanuela will also cover dynamic budgeting, persona-led messaging, and aligning campaigns to commercial priorities, ensuring every pound drives measurable growth.
Mass Media - Hero Conf, Brighton Centre, Kings Road, Brighton, BN1 2GR, United Kingdom
Thu 30 Apr, 2026 | 09:30 AM
In this talk, Rob will show lead gen marketers how to uncover and stop PMax fraud that quietly drains their budgets and floods their funnels with fake leads.
He will share real client case studies, walk through practical workflows for spotting location, channel and conversion anomalies, and demonstrate simple weekly checks that protect performance.
Mass Media - Hero Conf, Brighton Centre, Kings Road, Brighton, BN1 2GR, United Kingdom
Thu 30 Apr, 2026 | 09:30 AM
