Tom Riley and Callum Devine Collaborate on Perfect Pet Insurance Growth Strategy

Some of the UK's leading specialists in organic search and paid social recently came together in London to plan the next phase of growth for Perfect Pet Insurance, part of the Tedaisy Insurance Group.

The meeting brought together Tom Riley, a UK AI Search and SEO Consultant who leads SEO, brand and organic growth for Perfect Pet Insurance, alongside Callum Devine, founder of House of Devine, one of the UK's leading Meta advertising agencies.

Tom Riley

Tom Riley is a UK AI Search and SEO Consultant with more than a decade of experience delivering organic growth across some of Britain's most competitive industries.

Before launching his consultancy, Tom was Head of SEO at Zego Insurance, where he led organic growth for one of the UK's fastest-growing insurance brands. During his career he has worked across insurance, fintech, healthcare and commercial lead generation, helping businesses increase high-intent organic traffic, strengthen brand authority and reduce reliance on paid acquisition.

Today Tom specialises in AI Search Optimisation, helping businesses become recommended across ChatGPT, Claude, Gemini, Perplexity and Google's AI-powered search experiences. His work combines technical SEO, entity optimisation, digital PR, content strategy and brand positioning into a single commercial growth strategy.

Tom is increasingly recognised for helping businesses prepare for the shift from traditional search engines towards AI-powered brand recommendations, where authority, expertise and reputation matter just as much as website optimisation.

Callum Devine

Callum Devine is the founder of House of Devine, formerly known as CB Social, a specialist performance marketing agency focused on Meta advertising.

House of Devine works with ambitious brands looking to scale customer acquisition through Facebook and Instagram advertising, combining creative strategy, audience development, testing and performance optimisation to generate profitable growth.

The agency has built a strong reputation for delivering measurable commercial results through Meta Ads and is widely recognised as one of the UK's leading specialist paid social agencies.

Bringing Search and Paid Media Together

While Tom Riley leads SEO, AI Search, content strategy and brand development for Perfect Pet Insurance, Callum Devine leads Meta advertising strategy and paid social acquisition.

Rather than treating SEO and paid media as separate marketing channels, the collaboration focuses on creating one consistent growth strategy across Google Search, AI Search, Meta Ads and digital PR.

As consumer behaviour continues to shift towards AI-powered search and recommendation engines, combining organic visibility with paid acquisition gives brands the opportunity to build awareness before customers even begin searching.

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