Published by Sue Johns-Chapman
Published Date 11.12.2025 
94n Digital has been awarded first place in the ‘Best Use of Data – PPC’ category at this year’s UK Search Awards, recognising the agency’s exemplary work in elevating paid search performance for the home-improvement retailer Plumb2U.
Celebrating excellence across the search industry, the UK Search Awards spotlight campaigns that push the boundaries of strategy, measurement, and innovation. 94n Digital’s entry impressed judges with its rigorous application of data science, commercial logic, and technology to deliver significant business impact.
The Campaign Behind the Win
Plumb2U’s growing product catalogue and margin volatility presented a challenge that required more than conventional optimisation. 94n Digital responded with a comprehensive rebuild of the search programme — placing data architecture and profitability modelling at the heart of the campaign.
The team deployed a suite of advanced methodologies, developing a structure able to react to market conditions quickly while ensuring budgets were allocated with precision.
Core Elements of the Approach
- A margin-led segmentation framework across thousands of SKUs
- Automated performance-tiering enabling dynamic budget reallocation
- A refined feed architecture within Google Merchant Center
- Transparent reporting dashboards, tailored for retail economics
- A carefully managed multi-phase migration to safeguard stability
Measured Improvements
- +37.9% YoY revenue uplift following a prolonged downturn
- £343K in additional revenue generated within three months
- Plumb2U’s best trading month in five years recorded in April 2025
- Reduction of zero-click products from 80% to 26.5%
- Expansion of revenue-driving brands from 62 to 73
These gains demonstrated the power of a commercially orientated, data-first methodology and the transformative potential of intelligent PPC structuring.
A Collaborative Effort
The success of the campaign was underpinned by the close partnership between:
- 94n Digital – specialists in paid media and retail performance
- ExaDev – the engineering team behind AdPeak, the real-time optimisation software
- Supplyant – retail operations consultancy supporting structure and data insight
Together, the teams delivered a solution that fused technology, performance marketing, and business intelligence into one cohesive system.
What This Win Represents for 94n Digital
For 94n Digital, recognition from the UK Search Awards marks a significant milestone in the agency’s journey within the UK market.
“This award recognises the core belief at the heart of 94n,” said Alex Tkacovs, Founder & CEO.
“Paid media shouldn’t be guesswork — it should be grounded in data, analysis, and commercial reality. We’re incredibly proud to see this approach celebrated on one of the UK industry’s biggest stages.”
Simone Pardini, COO, added:
“This campaign pushed the boundaries of what data can do when applied with precision. It proved that when you connect product-level economics with intelligent automation, you can build growth that is both scalable and predictable.”
For a distributed team operating across the UK and Europe, the win is a shared achievement that speaks to the collective expertise driving the agency’s work.
What’s Next for 94n Digital
With this recognition, the agency is preparing for a period of further expansion. Plans for the coming year include enhancing AdPeak’s predictive and automation capabilities, growing the UK strategic and performance functions and supporting more retailers with complex catalogues and ambitious growth plans.
Sam Johnson, also added: “What our two teams, after being put together to work on AdPeak, have achieved, has been simply remarkable. The performance focus we’ve taken is already paying dividends to our clients.”
All of this is aimed at keeping a product-first focus and strengthening the data science capabilities within the paid media division.
The team is focused on scaling its technology and methodologies to create even more commercially aligned outcomes for clients across retail sectors.
A Year of Recognition Across the Industry
Although this announcement is dedicated to the UK Search Awards win, it forms part of a broader chapter of success for 94n Digital with Don’t Panic Events.
This year, the agency also:
- Took home a Global Search Award
- Secured a Global Digital Excellence Award
- Achieved seven shortlists across leading international award bodies
It has been a landmark year that reflects the agency’s growing profile and the effectiveness of its data-led performance model.
About 94n Digital
94n Digital is a European performance marketing agency specialising in AI-enhanced, profit-focused paid media strategies for retailers and eCommerce brands. With teams based in Riga and London, the agency operates across Google Ads, Meta Ads, Microsoft Advertising, and many other channels, delivering sophisticated optimisation and measurable commercial outcomes through advanced data modelling and real-time automation.
Learn more at https://94n.digital
