North and West Europe covers a large area (including the UK), and an area of constantly switching national boundaries and a fair bit of population mobility.
When one of these ancestry DNA companies says 'this DNA is from X region', what they mean is that there are reference genes in the sample that are most commonly found in people now living (and taking DNA tests) in that area.
It doesn't mean everyone there has them, or that people from elsewhere don't have them, or that the current reference population is genuinely representative of the historic population (particularly for places like Turkey/Greece or India/Pakistan/Bangladesh where there has been recent mass migration of specific groups from one region to the other).
If you keep an eye on the results over time, you'll probably find the ethnicity estimates vary as the databases are updated.
And on top of that, there's the complication of random inheritance.
You inherit half your genes from each parent. They inherited half their genes from each of their parents. But that doesn't mean that you have 4 neat quarters from each grandparent. On average, across a large sample, that will be the case - but not on an individual level because the 2 halves in each parent were throroughly stirred up before being passed on to you. So the DNA you got from your mother might have come exactly half from each grandparent, but the chances are you have a bit more from one side than the other. It's even possible (very occasionally) that it all comes from your grandmother and none from your grandfather.
And even if evenly inherited, all the previous generations contribute to the mix. If you have 1/4 'Swiss' markers, that might mean you have 1 Swiss grandparent. Or 2 great grandparents. Or 1 great grandparent and 2 great great grandparents etc, etc