Agree on the gel cups- they make a huge difference.
I also use Macks extra soft foam plugs marketed for sleeping on planes. They are different from your typical earplug. Much softer, slower rebound. I put them in about halfway if I'm shooting outdoors. For indoor use I fully insert them.
They also have youth/female sizes which may be more comfortable since they are a smaller diameter.
I universally hate all rigid/rubber earplugs.