Heel counter too small

I just bought new shoes, they fit weel in lenght (about one thumb width between big toe and the tip of the shoe) and width. The problem is the heel, my slips a tiny because I feel like the heel counter of the shoe is too small (my heel can’t fit all in the heel counter). I decided to try them without the insole and it was better, but a bit too loose, I feel like the problem is that the insole is too thick so that my heel can’t fit all the way down into the counter. How long will it take to “flatten” the insole so that my heel will fit confortably in the shoe?

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