# Upp.ai

> Upp.ai is the independent paid media platform for retailers and brands — a predictable performance system that helps practitioners deploy, measure, and plan ad spend across Google, Meta, and Microsoft Advertising. Humans set the strategy and guardrails; the system makes controlled adjustments that compound over time.

## Pages

- [About](https://upp.ai/about): Restoring control in an AI-dominated world. Independent technology and operational framework for paid media.
- [Customers](https://upp.ai/customers): Teams that made the shift. See how retailers are turning media investment into a predictable financial asset with Upp.ai.
- [Free PPC audit](https://upp.ai/free-ppc-audit): A free pay-per-click (PPC) audit for Google Ads. Connect read-only access and get an instant paid search audit. No call required.
- [Pricing](https://upp.ai/pricing): Bespoke, scale-based pricing for mid-sized and enterprise retailers and brands. Enquire for a commercial proposal.
- [Request a PMax audit](https://upp.ai/request-audit): Ask for a free Performance Max audit and see where Upp.ai can unlock growth.
- [Request a Commercial Projection](https://upp.ai/request-commercial-projection): Map your revenue uplift potential. Get a business case showing how Upp.ai will impact your bottom line.
- [Rubin](https://upp.ai/rubin): Meet Rubin: your paid media partner. Tackle any paid media objective across media management, measurement and media planning.
- [Services](https://upp.ai/services): Expert guidance for the shift to demand-led growth. Strategy and customer success teams that act as an extension of your team.
- [Solutions](https://upp.ai/solutions): The new operating model for paid media. Deploy, measure, and plan ad spend with the independent AI platform built for strategic control.
- [Delegate the work. Own the strategy.](https://upp.ai/solutions/deploy): Rubin Deploy runs paid media across Google Ads, Meta and Microsoft Advertising to the targets you set — directed by your team, grounded in your own data.
- [Rubin Measure](https://upp.ai/solutions/measure): The independent measurement aggregator. Calibrating fragmented performance data into a clear, actionable source of truth.
- [Rubin Plan](https://upp.ai/solutions/plan): Synchronise media investment with live trading priorities. Model growth and apply commercial guardrails from one unified centre.

## Customer stories

- [Andertons Music: Turning up the volume for Andertons](https://upp.ai/customers/andertons): Andertons Music is one of the UK’s leading musical instrument retailers. Before partnering with Upp.ai, Andertons relied on rudimentary, manual optimisation of their Performance Max campaigns. Within a month of going live with Upp.ai, every paid media campaign was running through the platform — unlocking team efficiency, deeper product insight, and a 10% profit lift on the same media spend.
- [B&Q: B&Q lifts product visibility 40% across a catalogue of over one million SKUs](https://upp.ai/customers/bq): B&Q, the UK's leading home improvement retailer, moved 100% of its shopping spend to Performance Max with Upp.ai underneath, lifting marketplace product visibility by 40% and marketplace ROAS by 16% while its catalogue grew from 250,000 to over one million SKUs.
- [Charles Tyrwhitt: Maximising PMax performance with Charles Tyrwhitt](https://upp.ai/customers/charles-tyrwhitt): For nearly 40 years, Charles Tyrwhitt has been synonymous with timeless menswear, combining quality craftsmanship with excellent service. This case study explores how the heritage brand leveraged AI technology to evolve into a digital-first, internationally renowned fashion retailer, maintaining its competitive edge in a rapidly shifting market.
- [Charlies Stores: Charlies Stores rewrote its paid media playbook, and grew by letting go](https://upp.ai/customers/charlies-stores): Charlies Stores is a £100m bricks-and-mortar and ecommerce retailer with over 90,000 SKUs. By intervening less and trusting real demand to lead, they grew revenue 25% and lifted profit sevenfold.
- [From zero to hero: From zero to hero – how a major online retailer turned around their least profitable marketing channel with Upp.ai](https://upp.ai/customers/from-zero-to-hero): Our online marketplace customer was looking to scale as quickly as possible, with a spend versus revenue of zero. However, they didn’t have the insight into their performance marketing that they needed to make changes to reach this goal - even after they had done everything they could to optimise their Google Shopping.
- [Nordgreen: Scaling advertising across regions to sustainably support Nordgreen’s growth](https://upp.ai/customers/nordgreen): Nordgreen is a Danish watch brand that strives to create more than a timepiece. Each model has a unique story, inspired by local design thought and sustainability, and blends Scandinavian minimalism with fine craftsmanship.
- [Roman: Roman’s road to improved Google Shopping](https://upp.ai/customers/roman): Roman are renowned as a forward thinking, design led fashion retailer, whose success is rooted in their core principles: affordable, timeless clothing and impeccable customer service.
- [Secret Sales: Harnessing AI to accelerate growth at Secret Sales](https://upp.ai/customers/secret-sales): Secret Sales, part of LRG Online, is the UK’s largest off-price marketplace. As Secret Sales expanded into new European markets and integrated newly acquired businesses, it needed a smarter, scalable way to plug into new markets and sustain growth efficiently — letting AI manage AI inside its Performance Max strategy.
- [The Outlet Group: Why the Outlet Group chose Upp.ai for Google Shopping](https://upp.ai/customers/the-outlet-group): The Outlet Group has big ambitions and is working hard to ensure their sewing and crafting brands continue to grow, through offering true value to their UK consumers via specialist online outlets.
- [The Safety Supply Company: Safety supplies – performance marketing as reliable as their products](https://upp.ai/customers/safety-supply): The Safety Supply Company are safety specialists, with in-depth experience of delivering safety equipment spanning two decades. With a reputation for reliability, flexibility and innovative solutions, they remain focussed on wholesale supply of PPE and workwear to customers across Europe.

## Guides

- [The complete PPC audit checklist](https://upp.ai/resources/ppc-audit-checklist): A working pay-per-click (PPC) audit template: 56 checks that find where a paid search account leaks money and where it is being held back.

## Recent articles

- [Why the paid media market moves faster than teams can react](https://upp.ai/resources/blog/why-paid-media-moves-faster-than-teams-can-react): 53% of PPC professionals say the job is harder than it was two years ago. The reason is not a skills gap: purchase intent now forms across more surfaces than any team can watch.
- [Answer engines don't click: what AEO and GEO mean for paid media](https://upp.ai/resources/blog/aeo-geo-paid-media): In two years, answer engine optimisation (AEO) and generative engine optimisation (GEO) have gone from SEO jargon to the fastest-rising discipline in search. The demand your campaigns bid on is increasingly read, and answered, by a model first. Here is what the answer layer means for paid media, and for the money behind it.
- [The 17 August bidding audit: is your outperformance strategy, or drift?](https://upp.ai/resources/blog/google-ads-bidding-change-17-august-2026): From 17 August, budget-limited campaigns on Target CPA and Target ROAS will deliver the number you typed, not the number you got used to. More configuration work has just landed on every media team. The winners will treat it as strategy.
- [The State of PPC 2026: control is now the scarcest resource in paid media](https://upp.ai/resources/blog/state-of-ppc-2026): Global ad spend crossed $1 trillion in 2025. The 1,306 professionals behind the industry's largest survey say the work has never been harder to control, or to prove. Here is what the data actually says, and what the strongest teams are doing about it.
- [Meet Upp.ai at eTail UK 2026](https://upp.ai/resources/blog/etail-uk-2026): We're at eTail UK 2026, Emirates Old Trafford, on 16–17 June. At 4pm, Secret Sales CMO Alex Adamson joins us to talk about scaling paid media across markets without handing strategy to a system you can't see into.
- [Meet Upp.ai at Shoptalk Europe 2026](https://upp.ai/resources/blog/shoptalk-2026): The Upp.ai team is at Shoptalk Europe 2026 in Barcelona. Find us at stand L26 from 9–11 June to see how paid media teams build predictable performance.
- [Upp.ai wins Performance Marketing World’s AI Innovation Award with B&Q](https://upp.ai/resources/blog/upp-ai-wins-performance-marketing-worlds-ai-innovation-award-with-bq): Upp.ai wins Performance Marketing World AI Innovation Award with B&Q for transforming paid media strategy and enhancing digital advertising through adaptive AI technology.
- [If the plan doesn’t work, why does measurement keep pretending it does?](https://upp.ai/resources/blog/if-the-plan-doesnt-work-why-does-measurement-keep-pretending-it-does): Discover how retail measurement can evolve from merely explaining performance to guiding actionable decisions, enhancing confidence and adaptability in a changing market.
- [The real work of in-housing](https://upp.ai/resources/blog/the-real-work-of-in-housing): Discover how AI is transforming paid media strategies, shifting focus from execution to decision-making in retail, and redefining in-house capabilities.
- [Why teams can’t agree on what “good” looks like in digital media](https://upp.ai/resources/blog/why-teams-cant-agree-on-what-good-looks-like-in-digital-media): Achieve alignment and clarity in digital media performance by bridging knowledge gaps and defining success metrics for better decision-making across teams.
- [2026: Why in-housing is finally happening](https://upp.ai/resources/blog/2026-why-in-housing-is-finally-happening): Explore how advancements in AI and automation are transforming digital media in-housing, shifting control and decision-making closer to retailers for greater value extraction.
- [November the 44th](https://upp.ai/resources/blog/november-the-44th): Learn how extending the focus and momentum of November into December can boost retail performance by adhering to a demand-led strategy.
- [The Black Friday nobody wrote about](https://upp.ai/resources/blog/the-black-friday-nobody-wrote-about): Discover the untold story of Black Friday: how detailed SKU analysis and consistent AI-led strategies outperformed traditional optimisation methods for online retailers.
- [Finance at the helm of Demand-Led Growth](https://upp.ai/resources/blog/finance-at-the-helm-of-demand-led-growth): Discover how AI-led campaigns like Google’s Performance Max are transforming retail growth by aligning marketing and finance through shared metrics and dynamic budget allocation.
- [Your questions answered - Drapers Inner Circle Summit](https://upp.ai/resources/blog/your-questions-answered-drapers-inner-circle-summit): Last week our SVP of Client Engagement, Steve Warrington, and Co-Founder & CPO, Drew Smith, discussed how retailers can move beyond campaign management and focus on the results that really drive growth, with fresh insights from our latest report with WBR Insights UK. Here's what
- [Preparing for Peak: Why peak is now a quarter of your retail year](https://upp.ai/resources/blog/preparing-for-peak-why-peak-is-now-a-quarter-of-your-retail-year): Discover how to navigate the extended retail Peak season with strategic planning, agile budgeting, and optimal use of AI tools like Google’s PMax for sustained success.
- [How to get your Finance team on board with uncapped budgets](https://upp.ai/resources/blog/how-to-get-your-finance-team-on-board-with-uncapped-budgets): Learn how Marketing and Finance can collaborate on flexible budgets to drive demand-led growth, protect margins, and improve cash flow.
- [Performance Measurement Framework for Demand-Led Growth](https://upp.ai/resources/blog/performance-measurement-framework-for-demand-led-growth): Learn how to create a robust measurement framework for demand-led growth, ensuring your campaigns remain responsive, profitable, and aligned with strategic business goals.
- [The Demand-Led Growth Playbook](https://upp.ai/resources/blog/the-demand-led-growth-playbook): Discover the 8-step framework for implementing demand-led growth in your paid media strategy to unlock scalable performance with Google’s PMax.
- [Demand-Led Growth and why fixed budgets are stifling your retail performance](https://upp.ai/resources/blog/demand-led-growth-and-why-fixed-budgets-are-stifling-your-retail-performance): Discover how demand-led growth can revolutionise your retail strategy by uncapping budgets and leveraging AI for real-time media investment based on consumer demand.

## Feeds

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