Pivotal at SEM Stories Scotland

Last week, Kyryl from team Pivotal travelled to Edinburgh for SEM Stories Scotland, a conference focused on the future of search, ecommerce, and performance marketing. 

Bringing together marketers, agencies, platforms, and ecommerce specialists, the event explored how the industry is changing and where digital teams need to focus next. 

For us, events like this are valuable because they give space to step back from day-to-day campaign management and look at the bigger shifts shaping the industry over the next few years. 

Exploring the Future of Search and AI 

One of the biggest themes throughout the event was the rise of AI-driven search experiences and what many speakers described as the “agentic web”. 

As search behaviour evolves, consumers are increasingly relying on AI-generated recommendations, summaries, and comparisons to help them make decisions. That changes how brands need to think about visibility online. 

A key takeaway from the conference was the growing importance of clean product feeds, structured data, and accurate information architecture. These are no longer just technical considerations for ecommerce teams. They are becoming a core part of how AI systems understand and recommend products. 

For brands investing in ecommerce growth, this is likely to become an increasingly important area over the next 12 to 24 months. 

Looking Beyond ROAS 

Another major topic discussed throughout the event was the industry’s continued reliance on ROAS as the main measure of success. 

Several speakers challenged the idea that chasing the highest ROAS always leads to the best business outcome. In some cases, campaigns optimised purely around platform return can limit overall profitability and growth potential. 

Instead, the focus shifted towards understanding true commercial impact. 

That means looking beyond surface-level metrics and considering: 

• Profitability  

• Contribution margin  

• Customer lifetime value  

• Operational efficiency  

• Long-term growth potential  

For performance teams, this reflects a wider shift towards more commercially grounded decision-making rather than optimisation purely for reporting metrics. 

The Importance of the Post-Click Experience 

Another recurring conversation was around what happens after the click. 

Driving traffic is only part of the equation. Landing page experience, messaging consistency, and full-funnel alignment all play a major role in performance outcomes. 

The conference reinforced the importance of treating platforms like Google, Meta, and LinkedIn as part of a connected ecosystem rather than isolated channels. 

Combined with ongoing landing page experimentation and testing, this approach can help reduce acquisition costs and improve overall conversion performance. 

Catching Up with Industry Partners 

Alongside the presentations, SEM Stories was also a great opportunity to reconnect with platform partners and industry contacts in person. 

Kyryl spent time catching up with teams including Channable, ProfitMetrics, and Diginius. 

Events like this are a reminder of how valuable those relationships are. Conversations that happen outside of day-to-day meetings often lead to new ideas, better collaboration, and a broader understanding of where the industry is heading. 

What We Took Away 

SEM Stories Scotland reinforced something we’re seeing more broadly across ecommerce and performance marketing. 

The teams that adapt quickest, understand their data properly, and focus on commercial outcomes rather than vanity metrics will be the ones best positioned for long-term growth. 

From AI search developments to profitability-focused measurement, the direction of travel is becoming clearer. 

A big thank you to the organisers, speakers, and everyone involved in making the event such a valuable experience.