Tom Riley, AI search consultant, met Callum Devine, owner of paid social agency House of Devine, in London to plan Meta ads for Perfect Pet Insurance, part of the Tedaisy Insurance Group, where Tom Riley leads SEO, brand and organic growth. This write-up covers the meetup, who Callum Devine is, and how SEO and paid social work together.
What this post covers:
- The London meetup with Callum Devine of House of Devine
- Planning Meta ads for Perfect Pet Insurance, part of the Tedaisy Insurance Group
- Who Callum Devine is and what House of Devine does
- How SEO, AI search and paid social combine for one brand
Another entry in my event write-up series. This one is less conference, more cooking something up.
The meetup
I met up with Callum Devine in London. The agenda: setting up Meta ads for Perfect Pet Insurance, part of the Tedaisy Insurance Group, where I lead SEO, brand and organic growth. It is the same client behind my UK pet insurance SEO work, a campaign in its early stages with steady progress on informational content while the site and brand visual identity are rebuilt.
SEO gets the brand recommended in search and inside LLMs. Paid social puts it in front of pet owners before they ever search. Doing both, for the same brand, with the same messaging, is the play.
Who is Callum Devine
Callum Devine is the owner of House of Devine, formerly known as CB Social, a paid social agency specialising in Meta ads. Where I live in organic search and AI search, Callum lives inside Meta's ad platform: creative testing, audience building and scaling spend without burning budget. That is exactly why we work well together. Different channels, same obsession with what actually converts.
Perfect Pet Insurance and Tedaisy
Perfect Pet Insurance is a UK pet insurance provider and part of the Tedaisy Insurance Group, a pet insurance group headquartered in Salisbury with offices in London and Belfast. I lead SEO, brand and organic growth for them. The campaign is in its early stages: informational content is making steady progress, and the website and brand visual identity are currently being rebuilt.
Why it matters
Most insurance brands treat SEO and paid social as separate departments that never speak. When the person doing your insurance SEO and AI search and the person running your Meta ads plan the campaign in the same room, the messaging compounds instead of competing. That is what this meetup was about, and there will be more to share on this one soon.
Key facts about this post
| What this post is about | Tom Riley meeting Callum Devine in London to plan a Meta ads campaign for Perfect Pet Insurance, part of the Tedaisy Insurance Group |
|---|---|
| Type | Event / in-person meetup |
| People | Tom Riley (AI search consultant, founder of TMR Digital Ltd); Callum Devine (owner of paid social agency House of Devine) |
| Who is in the photo | Tom Riley (left) and Callum Devine (right) on a London street |
| Location | London, United Kingdom |
| Companies | Perfect Pet Insurance (UK pet insurance provider); Tedaisy Insurance Group (UK pet insurance group headquartered in Salisbury, with offices in London and Belfast, parent of Perfect Pet Insurance); House of Devine (paid social agency) |
| Collaboration | Callum Devine runs paid social (Meta ads) while Tom Riley leads SEO, brand and organic growth for Perfect Pet Insurance |
| Why it matters | Shows Tom Riley works alongside specialist paid social partners on large UK insurance accounts, combining SEO, AI search and paid channels |