Published by Sue Johns-Chapman
Published Date 16.10.2025 
94N share their award recognition at the Global Digital Excellence Awards and beyond.
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 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 scalable, data-first framework that’s already delivering record-breaking results — and one that can be replicated across retail categories.
Awards & Recognition
We’re proud to be shortlisted across several prestigious global and national awards, recognising the impact, innovation, and collaboration behind this project:
Global Digital Excellence Awards
- B2C PPC Campaign of the Year
- Paid Media Campaign of the Year
Global Search Awards
- Best Use of Search – Retail / eCommerce (PPC)
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
The Work: Profit-Margin Segmentation Meets Real-Time Performance
At the core of this project was one simple but powerful belief:
Optimisation should follow business value — not vanity metrics.
We created a profit-margin segmentation model for Plumb2U’s product catalogue, dividing every SKU into Premium, Growth, and Investment tiers. From there, ExaDev’s AdPeak software applied real-time performance tiering, dynamically reallocating budget toward products driving sustainable profit.
This dual-layered approach exposed hidden revenue opportunities — while cutting wasted spend on low-ROI products.
Some of the results:
- +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 disrupting profit segmentation
- Custom Looker Studio dashboards for transparent, margin-based reporting
- A phased migration strategy to maintain performance stability throughout the transition
The Partnership Behind the Work
This project wasn’t the success of one company — it was the collaboration of three industry leaders:
- 94N Digital – Performance marketing specialists living and breathing paid media, from Google to Meta and beyond.
- ExaDev – The tech partner behind AdPeak, the proprietary performance-tiering software enabling real-time, margin-based optimisation.
- Supplyant – E-commerce growth experts who provided deep retail strategy and data insights at scale.
Together, we combined media, technology, and retail expertise into one unified solution — one that’s now being recognised globally.
What This Recognition Means
Being shortlisted across multiple awards — including the Global Digital Excellence Awards — isn’t just a badge of honour.
It’s validation that innovation, collaboration, and a data-driven approach can redefine what’s possible in PPC.
At 94N Digital, we’ve always believed that performance marketing should drive real business outcomes, not just metrics on a dashboard.
This project proved that belief — and pushed us to build new playbooks for the next generation of retail advertisers.
Alex Tkacovs put it 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 as Simone Pardini noted:
“Growth doesn’t happen in isolation. This project showed the power of bringing retailers, agencies, and technology together into one aligned strategy.”
Why We Entered
Awards like these push the industry forward — they celebrate bold thinking, data-led creativity, and teamwork that changes what’s possible.
For our distributed teams across the UK, Latvia, Spain, and beyond, this recognition is a shared win that brings us closer together.
For us, entering the Global Digital Excellence Awards and others isn’t about the trophy.
It’s about showing that performance done differently can rescue businesses, rebuild growth, and redefine the future of retail marketing.
And if our work inspires even one other retailer or agency to think in terms of profit, not just performance, then it’s already a success.
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