Published by Sue Johns-Chapman
Published Date 16.10.2025 
When Plumb2U partnered with 94N Digital, the challenge was undeniable — sales had dropped by 34% year-on-year, nearly £1M in revenue lost, and performance was slipping fast.
Our objective? Turn the business around by rebuilding their Google Ads operation — scaling from £100K to £400K per month — while protecting return on ad spend.
Instead of incremental optimisations, we started from scratch.
This wasn’t a tweak; it was a complete PPC reinvention. We tore down the old account structure and rebuilt it from the ground up — product by product, and margin by margin.
The result?
A new, profit-focused framework that’s already driving record-breaking growth — one that sets a repeatable blueprint for retailers navigating complex catalogues and competitive markets.
Celebrating Global Recognition
Our collaboration with Plumb2U has now been recognised worldwide, with shortlists across four major award programs — each celebrating innovation, measurable impact, and partnership excellence in paid media.
Global Search Awards
- Best Use of Search – Retail / eCommerce (PPC)
Global Digital Excellence Awards
- B2C PPC Campaign of the Year
- Paid Media Campaign of the Year
European Paid Media Awards
- Paid Media Campaign of the Year
- Retail Campaign of the Year
UK Search Awards
- Best Use of Search – Retail / eCommerce
- Best Use of Data – PPC
These nominations spotlight not only outstanding campaign performance but also the collaboration between 94N Digital, ExaDev, and Supplyant, who brought together media, technology, and retail expertise to deliver measurable commercial impact.
The Strategy: Profit Meets Performance
At the heart of the transformation was one guiding principle:
Optimisation should align with profit, not vanity metrics.
We built a profit-margin segmentation system for every product in Plumb2U’s catalogue, grouping SKUs into Premium, Growth, and Investment tiers.
AdPeak’s software then layered on real-time performance analysis — automatically shifting budget toward the most profitable items, hour by hour.
This dual approach surfaced untapped opportunities, while minimising wasted spend on low-margin or low-ROI products.
Performance Highlights
- +37.9% YoY growth after 10 consecutive months of decline
- £343K in incremental revenue within 90 days
- Record-breaking April 2025 — highest sales month in 5 years
- Zero-click products reduced from 80% → 26.5%
- Active revenue sources increased from 62 → 73 brands
To support this new system, we developed:
- Dual-feed architecture in Google Merchant Center for precise segmentation
- Custom Looker Studio dashboards for real-time, profit-based reporting
- A phased migration plan to preserve performance during rollout
Collaboration That Redefined Success
This campaign’s success was built on partnership — combining the strengths of three specialist teams:
- 94n Digital – Paid media strategists driving performance across Google, Meta, and Microsoft Ads.
- ExaDev – The technology partner behind AdPeak, enabling real-time, profit-based decisions.
- Supplyant – Retail growth experts shaping strategy and insight at scale.
Together, we created an end-to-end retail solution that connects data, decision-making, and profitability.
Industry Recognition and Impact
Being shortlisted across multiple global award bodies — from the Global Digital Excellence Awards to the Global Search Awards — is more than industry validation.
It’s proof that strategic thinking, smart tech, and close collaboration can completely change a retailer’s trajectory.
“At 94N Digital, our focus has always been on performance that translates into real business outcomes,” said Alex Tkacovs, Founder and CEO of 94N. “This recognition shows what’s possible when marketing strategy is built around margin, not metrics.”
Simone Pardini, Co-founder and Head of Strategy, added: “Growth doesn’t happen in isolation. This project is proof that when agencies, retailers, and technology align around shared goals, performance becomes predictable — and scalable.”
Why This Matters
For 94N Digital, these nominations represent more than success — they’re a step toward redefining what effective performance marketing looks like in 2025.
The award shortlists reaffirm our belief that the future of retail advertising lies in intelligent automation, margin-led decisions, and data transparency.
As a team spread across the UK, Latvia, Spain, and beyond, this recognition isn’t just a win — it’s a shared milestone that celebrates creativity, collaboration, and real-world impact.
Awards exist to push the industry forward — and we’re proud to be part of that movement.
About 94N Digital
94N Digital is a performance marketing agency that specialises in AI-powered paid media strategies for eCommerce retailers.
Headquartered in Riga with operations in London, the agency helps retailers scale efficiently across Google, Meta, and Microsoft Ads, leveraging real-time data, custom automation, and its proprietary platform AdPeak to maximise profit per click.
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