Mabo Shortlisted for Best Use of AI in Paid Media at the UK Paid Media Awards

Award-winning UK digital marketing agency Mabo is excited to announce that we have been shortlisted for Best Use of AI in Paid Media at the UK Paid Media Awards.

The shortlisting recognises a campaign where we helped a UK Outdoor Retailer evolve their paid media strategy, moving beyond a long-standing Manual Shopping setup and introducing an AI-led approach designed to unlock new opportunities for growth.

Rethinking a long-standing paid media setup

As a performance-focused agency, we’re always looking for smarter ways to help clients grow. In the past, the account relied heavily on Manual Shopping campaigns. While this approach had historically delivered strong results, it was beginning to limit the retailer’s ability to scale in an increasingly competitive online market.

Our focus was on modernising the campaign structure and building a strategy that could better support long-term growth through smarter use of data and automation.

Speaking about the shortlisting, Lee Mableson, Managing Director at Mabo, said:

“We’re really proud to see this campaign recognised. AI is becoming an increasingly important part of paid media, but real impact comes from how it’s implemented and guided. This campaign shows what can happen when strong data, the right technology and experienced account management all come together.”

About our shortlisted campaign

Our campaign focused on helping our UK Outdoor Retailer evolve their advertising strategy using Google’s AI-powered tools. By introducing Performance Max campaigns supported by first-party data, Customer Match and Enhanced Conversions, we created a stronger foundation for audience targeting and optimisation.

The result was a more intelligent campaign structure that enabled the client to reach high-intent audiences across multiple channels while continuously optimising performance in real time. 

About Mabo

Founded in 2013, Mabo is an independent digital marketing agency specialising in Paid Media, SEO, Social Media, and digital strategy. The agency works with brands across a wide range of sectors, combining technical expertise with strategic thinking to deliver measurable growth through performance marketing.