Published by Sue Johns-Chapman
Published Date 01.10.2025 
When Plumb2U approached us, they were spiraling – down 34% year on year, nearly £1M lost in 2024, and the outlook was bleak. Our mission? Reverse the decline and scale Google Ads from £100K to £400K per month without burning through ROAS.
Instead of tweaks and surface-level optimisation, we went deeper. This wasn’t just a campaign; it was a full-scale PPC infrastructure rebuild that tore down the old playbook and rewrote it product by product, margin by margin. The outcome: a framework that’s already delivering record-breaking results, and one that can be replicated by other retailers too.
Being shortlisted at the Global Search Awards is recognition of the hard work, innovation, and collaboration that went into this project, not just from one company, but from three:
- 94N Digital – Performance marketing specialists who live and breathe paid media, from Google to Meta and beyond.
- ExaDev – The tech partner behind AdPeak, our proprietary performance-tiering software that makes margin-based optimisation possible in real time.
- Supplyant – E-commerce growth experts who provided retail strategy and data insight at scale.
Together, we combined media, technology, and retail expertise into a single solution.
The Work: Profit-Margin Segmentation Meets Real-Time Performance
At the core of this project was one idea: optimisation should follow business value, not vanity metrics.
We created a profit-margin segmentation model for Plumb2U’s catalogue, dividing products into Premium, Growth, and Investment tiers. From there, ExaDev’s AdPeak software applied real-time performance tiering to dynamically reallocate budget toward SKUs driving sustainable profit.
This dual-layered approach exposed hidden revenue opportunities, while also cutting wasted spend on low-ROI products.
Some of the highlights:
- +37.96% YoY revenue growth after 10 months of decline
- £343K incremental revenue in 3 months
- Record-breaking April 2025 – best revenue month in five years
- Zero-click products reduced from 80% → 26.55%
- Broadened revenue sources from 62 to 73 active brands
And this was just the start. We also engineered:
- A dual-feed setup in Google Merchant Center to isolate low-ROI brands without breaking the profit-based architecture
- Custom Looker Studio dashboards for transparent, margin-based performance reporting
- A phased migration strategy to avoid performance shock during the transition
What It Means to Us
Being shortlisted for the Global Search Awards isn’t simply a badge of honour. For our teams, it’s proof that thinking differently pays off.
At 94N Digital, we’ve always believed in performance that aligns with real business outcomes—not clicks for the sake of clicks. This project validated that philosophy and pushed us to build new playbooks that will help future clients thrive.
ExaDev’s CTO summed it up best:
“AdPeak was designed to bridge the gap between business goals and campaign mechanics. Seeing it recognised on a global stage shows us that the industry is ready to move past traditional optimisation.”
And for Supplyant, this was about partnership:
“Growth doesn’t happen in isolation. This project showed the power of bringing together retailers, agencies, and technology into one aligned strategy.”
Why We Entered
Awards like this push the industry forward. They create space to share innovations, learn from others, and celebrate the people who make it happen. For our distributed teams, spread across the UK, Latvia, Spain, and beyond, this recognition is a shared win that brings us closer together.
For us, entering the Global Search Awards was never about a trophy. It was about showing that search, when done differently, can rescue businesses in decline and set them on a path to growth.
And if our work inspires even one other retailer or agency to think in terms of profit, not just performance, then it’s a success already.
