“We don’t have to come armed with every answer, we just have to come with the right data” - Amy Hebdon-Middleton, founder and Managing Director at Paid Search Magic. #pcc #fos2026

Jono Alderson on measuring what matters: “Prompt tracking is a delusion, it feels like control but its a snapshot. It doesn’t tell you what people feel, think or want.” #seo #fos2026

"It's not that automation is bad, we can't avoid it. But we are the adults in the room, so we have to prevent it from drifting." - Ameet Khabra, @HopSkipM3dia #pcc #fos2026

TikTok isn’t here to replace traditional advertising, it’s here to amplify it. Incremental value is created when traditional advertising works alongside TikTok search and TikTok ads. - Işıl Sağer Product Marketing Manager, TikTok #ppc #fos2026

Congratulations Longfonds for winning Best SEO at the Friends of Search Awards 🏆 #SEO #fos2026

Congratulations Asics for winning Best PCC at the Friends of Search Awards 🏆 #pcc #fos2026

‘People are searching in new ways and using Pinterest as a search engine. It’s not longer only about clicking and searching but also about converting: half of the Pinterest searches come with commercial intent’ - Niki Lin & Katja Smith @Pinterest #fos2026 #ppc

Google & Rituals dive into omni-bidding with Ymke van den Enden, Yannic van Overbeeke en Micaela Grau. “Omni bidding increased revenue in total market.” #PPC #Rituals #fos2026

Gianluca Fiorelli on how to engineer topical authority by combining 360° content analysis, micro-moment mapping, and multi-layer optimization. #seo #fos2026

Oliver Kiderle (Product Manager) & Tanja Winterberg (Head of Search, Northern Europe) on how Google enhances matching, creatives and bidding based on market feedback. "AI is central to the next phase of Google Ads" #ppc #fos2026

Nataliya Kozak-Klaverstijn opens the sessions in Room 3 #fos2026 #ppc #seo