Screwfix appoints Incubeta to its PPC account in the UK and Ireland

LONDON, August 12th, 2026: Screwfix, the leading retailer to the trade has appointed Incubeta to its PPC account for UK and Ireland.

Incubeta won the business following a highly competitive, multi-stage pitch process, led by the brand’s Digital Marketing team. The agency has been awarded full responsibility for its PPC account management and strategic consultancy.

The omnichannel retailer of trade tools, hardware and consumer DIY products, is pursuing ambitious ecommerce growth to continue its market leadership and drive sustainable and profitable revenue.

Incubeta, a leader in global digital marketing, helps clients navigate complexity in today’s ever-accelerating pace of change, to deliver results that outperform.

Central to the work will be the development of an AI-driven performance engine to manage over 70,000 SKUs at scale. This will involve transitioning Screwfix to an advanced, dynamic feed management solution, while leveraging automation and agentic AI to adapt to changing inventory and market conditions.

Incubeta will implement its proprietary Seamless Shopping AI powered feed enhancement and predictive lifetime value modeling, to drive incrementality and profitable outcomes.

Sue Harries, Digital & Data Director, Screwfix said: “We needed a partner with strong technical capability, experience of managing at scale, innovative strategic thinking, and a strong partnership mindset to deliver against our goals.

“Incubeta’s demand-led growth approach and ability to rapidly reallocate investment based on live consumer signals, rather than fixed forecasts, aligns strongly with our thinking and supports our ambition to accelerate growth.”

Andrew Turner, MD, Incubeta, said: “We are incredibly proud to partner with Screwfix to deploy an ambitious strategy designed to power a period of unprecedented digital transformational growth for their business. By deeply integrating our performance expertise and seamless technology with their vision, we will ultimately enhance the customers omnichannel experience and further grow their market leadership“.

About Incubeta

Global marketing agency, Incubeta, empowers ambitious brands to harness marketing as a key driver of sustainable growth and long-term business success. With over two decades of experience and a global presence spanning 18 offices, Incubeta partners with leading brands like L’Oreal, ING, M&S, Les Mills, and Harrods to transform complexity into clarity, drive innovation, prove value, and achieve measurable growth. Through its Seamless Approach, Incubeta integrates creative, media, data, and technology to remove barriers that limit performance. This unified model enables brands to improve efficiency, elevate measurement, and generate stronger business outcomes. More than just solving today’s challenges, Incubeta empowers businesses to outperform targets, exceed expectations, and outpace competitors.

About Screwfix:

With over 1,000 stores across the UK, Ireland and France, and an extensive product range of over 75,000 products, Screwfix is convenient, straightforward, and affordably priced, helping busy tradespeople get their jobs done quickly, affordably, and right first time.

• Over 75,000 products can be ordered over the phone, online, app or from a local store, with orders taken up until 8pm (weekdays) for next day delivery to home or site.

• Unbeatable value at Screwfix is prices, quality and convenience you can trust – helping tradespeople to get what they need, when they need it. Screwfix is committed to meeting the need of its customers.

• The Screwfix Click & Collect service enables customers to pick-up their goods in as little as one minute after ordering online or over the phone.

• Screwfix Sprint enables customers to order to home or site in as little as 20 minutes. Available exclusively through the Screwfix App on more than 8,500 products.

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