Get back to basics, check the tyre pressures are correct, under-inflated tyres will have a big impact on your consumption, ensure that you aren't carrying round things you don't need in the car. Give it a good service, a blocked air-filter will impact fuel consumption, use a good quality oil of the correct viscosity a good synthetic oil will aid fuel usage. Is the tracking correct? You should get the high 30's in town and at least the high 40's on a run, our 1.9 tdi PD does 50+ on a run and 37-39 round town, it is better than our S-max 2.0 tdci on fuel by a long shot.