Resource centre

Why incrementality has replaced ROAS as the measure that matters

Finance is now asking a different question, and incrementality is the only lens that answers it.

What is Microsoft PMax, and how is it different from Google's?

The same automation concept as Google's, with different inventory, less signal and its own pacing. Where the two differ and why they should be managed separately.

How to run a Google Ads PPC audit

A method for retail media and paid search teams: what to pull, what to look for, how to read a finding, and how to decide which findings are worth acting on this quarter.

Google AI Max auto-upgrade: what changes on 1 September

Two Search features move into AI Max automatically between 1 and 30 September. What changes, which defaults switch on, and the checklist to run before the window opens.

Why the paid media market 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.

Safety supplies – performance marketing as reliable as their products

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.

Nordgreen

Scaling advertising across regions to sustainably support Nordgreen’s growth

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.

From zero to hero

From zero to hero – how a major online retailer turned around their least profitable marketing channel with Upp.ai

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.

B&Q lifts product visibility 40% across a catalogue of over one million SKUs

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.

Secret Sales

Harnessing AI to accelerate growth at 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

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.

Charlies Stores rewrote its paid media playbook, and grew by letting go

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.

The complete 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.

Answer engines don't click: what AEO and GEO mean for 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?

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

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

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.

Maximising PMax performance with 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.

Andertons Music

Turning up the volume for 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.

Roman’s road to improved Google Shopping

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.

Meet Upp.ai at Shoptalk Europe 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

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?

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

Discover how AI is transforming paid media strategies, shifting focus from execution to decision-making in retail, and redefining in-house capabilities.