Published by Sue Johns-Chapman
Published Date 14.10.2025 
94N Digital, ExaDev and Supplyant Share their Global Search Awards-nominated work.
When we first approached Plumb2U, they were in freefall: down 34% year on year, nearly £1M lost in 2024, and Google Ads stuck at £100K/month. The challenge wasn’t just to stabilise performance—it was to rebuild PPC from the ground up and scale to £400K/month without burning ROAS.
This wasn’t a case of tweaking bids or chasing demographics. Together—94N Digital, ExaDev, and Supplyant—we engineered a new framework that placed inventory at the core of optimisation. Instead of optimising campaigns, we optimised the catalogue itself, SKU by SKU, margin by margin.
Being shortlisted for the Global Search Awards recognises the collaboration, innovation, and grit behind this transformation.
The Work: Profit Meets Inventory-Aware Performance
At the heart of the project was AdPeak designed for inventory-aware optimisation.
AdPeak enabled real-time product-led performance tiering, reallocating budget dynamically based on SKU value and margin contribution—not just click volume. This was paired with a profit-margin segmentation model that divided Plumb2U’s catalogue into Premium, Growth, and Investment tiers.
We also carried out deep inventory analysis: detecting underperforming SKUs, uncovering hidden revenue gaps, and understanding the true brand contribution across Plumb2U’s range.
This dual approach—margin-led segmentation + inventory-aware optimisation—was what allowed us to turn a struggling account into a scalable growth engine.
The Results
The transformation was measurable, fast, and sustainable:
- +37.96% YoY revenue growth after 10 months of decline
- £343K incremental revenue in just 3 months
- Record-breaking April 2025 – best revenue month in five years
- Zero-click products reduced from 80% → 26.55%
- Revenue broadened from 62 to 73 active brands
Supporting innovations included:
- A dual-feed setup in Google Merchant Center to isolate low-ROI brands without breaking the inventory framework
- Custom Looker Studio dashboards to give transparency into product-led performance
- A phased migration strategy to ensure continuity during the account rebuild
What It Means to Us
For 94N Digital, this project reinforced our belief that PPC must be profit- and product-first, not platform-first.
ExaDev’s CTO explained AdPeak’s role:
“AdPeak bridges the gap between inventory and performance. By making campaigns inventory-aware, it ensures spend reflects business reality—not just platform metrics.”
Supplyant highlighted the retail impact:
“Inventory analysis is the missing link in most retail PPC strategies. This project proved that once you understand SKU-level contribution, sustainable scaling becomes possible.”
Why We Entered
The Global Search Awards celebrate more than great campaigns—they spotlight ideas that advance the industry.
For us, being shortlisted validates years of work spent designing a product-led, inventory-aware optimisation framework. It shows that PPC can be more than traffic acquisition; it can be the engine that rescues retailers from decline and sets them on a path to profitable growth.
And if our work inspires even one other retailer to think about paid media in terms of inventory, margin, and product contribution, then we’ve already succeeded.
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