Published by Sue Johns-Chapman
Published Date 27.10.2025 
94N share their award nominated case study.
When Plumb2U approached the team at 94N Digital, 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.
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.
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 prestigious UK Search 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 has 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.”
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