I have been through PF twice and it was coming from under the heel. I tried a lot of stuff so it's difficult to say precisely what worked and what didn't.
What I think was particularly useful for me was:
- Rest. If in the acute phase maybe worth not running for a while. Then getting back into running very slowly with walk/run progressively increasing the run proportion. I didn't know what it was and could run through the discomfort (also, it would seem to ease after warmup) so I kept running for way longer than I should have, especially the first time it happened, and made it worse.
- Exercises given by the phisio, but especially calf raises and exercises to strengthen toes and foot balance.
- General weekly mobility/hip and core strength also help.
- Insoles with higher arch. I have custom insoles in my main running shoes and in my main cycling shoes. I also have non-custom insoles in my other running/cycling shoes and non-sport shoes. I can't really tell if there truly is benefit in the custom ones vs mass produced ones with higher arches.
- Replacing old shoes (especially running/walking shoes with lots of mileage one) and in general uncomfortable shoes.
- I make sure most of the footwear I use has a bit of arch support (I have the Hoka slides for home and the Hoke filp for beach/swimming pool). This is especially important if working a lot from home. For me this was night and day vs standard slippers or flip flops.

I did some shockwave therapy at the physio, I can't really tell if it did anything.
I'd say it's better to go to the physio rather than relying just on internet advice (but I tried 2 or 3 of them). I found one physio (out of the two or three I visited) in particular recommended exercises that were particularly suited for me as he noticed I had the affected leg weaker than the other, and a lazy big toe.
I found pain medicines (voltaren, pain killers) made absolutely no difference for me.

I have no scientific proof to provide but I think all in all what worked for me is the exercises and insoles.
An occasional use of shoes without insoles (say Vaporflies on triathlon race day) doesn't seem to be a problem now.

I'm going to double down on some things other people have said. Number one for me was the Strasburg sock spelled St r a s b u r g. I wore it at night for months on end and eventually I didn't have to wear it anymore. I have not had an issue with it since really. Second don't walk around barefoot. My family gives me a hard time but I don't walk anywhere without
Lastly, I'm a lover of high stack shoes as well. My favorite shoes were the original mafate from Hoka that had a 44 heel and 41 foorefoot. Those things were like heaven for my feet. I just recently found the Asics Trabuco Max that have a 4338 which is pretty nice too.

Struggling with Plantar Fasciitis pain coming from the heel and not in the arch , no tightness in the morning but very painful limiting actual walking .
Doing the usual to try and fix it without physio at this point , exercises with golf ball , towel , ice, heat , Voltaren cream etc .
Is physio the next step ? or any proven tips to help this annoying pain .

I had PF for months and failed to make any progress with any of the non-invasive treatments (e.g. physio, exercises, moon boot). I finally got it cured with a PRP injection.

I only needed one injection although I know it’s not uncommon for up to three injections to be given. I had also had an MRI done and the doctor said there was possibly a minor tear in there, which could have explained the inability to get on top of it via the non-invasive methods, but also supported the use of PRP to help accelerate the healing. The fact that the PRP helped leads me to believe there had been a slight tear.

It took about 3 weeks for me to notice any improvement, and I was able to start running again at 6 weeks. That was after several months of nothing else working.