About JudeLuxe
Google Ads got more automated. Ecommerce didn't get less complicated.
That's why JudeLuxe exists. We specialise in making Google Ads accountable to the commercial economics of ecommerce businesses.
We started JudeLuxe because the numbers looked fine.
Chris Avery and Gee Kullar founded JudeLuxe in 2021 after seeing the same pattern again and again: healthy-looking Google Ads reports sitting on top of shrinking margins.
So we built an agency that specialises in Google Ads for ecommerce brands, and judges the work on contribution, cash and stock rather than platform ROAS.
The report should describe the business, not just the account.
01 / Belief
Google still doesn't run your business.
Google has become exceptionally good at deciding how to spend advertising budgets. More decisions are handed to the platform every year.
- 01Smart Bidding.
- 02Performance Max.
- 03Broad Match.
- 04Automated targeting.
- 05AI-generated assets.
But it doesn't know what any of it is worth to you.
- 01It doesn't inherently know that one product has a 60% margin and another has 25%.
- 02It doesn't know that you've got twelve weeks of stock sitting in the warehouse.
- 03It doesn't know which products bring customers back three more times.
- 04It doesn't know that a supplier has just funded a promotion.
- 05It doesn't know that yesterday's bestseller needs to become tomorrow's cash-recovery product.
And it certainly doesn't care about your P&L.
02 / Belief
Google Ads should answer to your P&L.
Most accounts are still judged through advertising metrics. Revenue. Conversions. CPA. ROAS.
Those numbers matter. But they don't tell you whether the advertising created enough commercial value.
Because £100 of revenue isn't always worth £100.
£45
of contribution from one product
£8
from another
−£
lost by a third after returns and fulfilment
Yet inside a blended ROAS report, they can look identical.
Advertising budget is capital. And every additional £1 should have to justify where it goes.
03 / Method
Every SKU is different. So every SKU has a job®.
Ecommerce businesses don't sell averages. They sell products.
- 01Margins.
- 02Stock positions.
- 03Return rates.
- 04Customer profiles.
- 05Demand.
- 06Seasonality.
- 07Supplier funding.
- 08Competitive positions.
- 09And strategic importance.
So why would we ask all of them to achieve the same thing?
- 01Some products should scale.
- 02Some should maximise profit.
- 03Some should acquire customers.
- 04Some should protect strategically important demand.
- 05Some should recover cash from ageing inventory.
- 06And some shouldn't receive another penny.
That thinking became BOI®: Bid On Intent. Our framework for connecting Google Ads investment to what the business actually needs each product to achieve.
Explore BOI®04 / Method
Why we specialise.
We specialise in ecommerce PPC. Deliberately.
- We don't manage Meta.
- We don't do SEO.
- We don't run your email marketing.
- We don't build websites.
Google Ads has become too commercially important and too technically complex for us to believe being broadly competent is enough. We would rather build exceptional depth in one discipline than sell seven services because it's convenient for procurement.
Our work sits across
- Google Search.
- Google Shopping.
- Performance Max.
- Product feeds.
- Merchant Center.
- Microsoft Ads where appropriate.
- Tracking and measurement.
- International ecommerce.
- And the commercial data connecting those systems back to the business.
Specialism isn't a limitation. It's the point.
05 / Method
We're not trying to out-Google Google.
We decide what the machine should be trying to achieve.
Google has more data than we ever will. More engineers. More machine learning. Trying to beat Google's automation at auction-time bidding would be a fairly stupid business model. So we don't.
We let automation do what automation is good at. Processing enormous amounts of data. Responding to auction signals. Finding patterns. Adjusting bids. Our job is different.
The questions we own
- 01Which products deserve investment?
- 02Which need protecting?
- 03Which should be scaled?
- 04Which are consuming money without creating enough commercial value?
- 05What should happen when margin changes?
- 06What should happen when stock changes?
- 07What is a new customer actually worth?
- 08Where should the next £1 go?
Google can execute incredibly quickly. Commercial judgement still needs context.
06 / Method
ROAS isn't the enemy. Bad decisions based on ROAS are.
ROAS is an advertising efficiency metric. The problem comes when it's treated as a proxy for business profitability.
That's why we use POAS. Profit on Ad Spend connects advertising investment to the economics underneath the transaction.
The old question
How much revenue did Google report?
The better question
What did the business actually make?
That distinction changes decisions.
Learn about POASReplace blended ROAS with profit you can defend.
07 / Fit
We built JudeLuxe around ecommerce complexity.
Our work becomes more valuable as the problem becomes harder.
- 01Large catalogues.
- 02Multiple markets.
- 03Different margin profiles.
- 04Seasonal inventory.
- 05High return rates.
- 06New versus returning customers.
- 07Subscription economics.
- 08Complex product feeds.
- 09Thousands, hundreds of thousands or millions of SKUs.
At that scale, Google Ads stops being primarily a collection of campaigns. It becomes a capital-allocation problem.
You cannot manually make a decision about every product every morning. But you can build better rules for deciding what those products deserve. That's where we spend our time.
08 / People
The people doing the thinking are the people on the account.
No bait and switch. The people you meet are the people responsible for the work.
No senior strategist appearing in the pitch before mysteriously evaporating once the contract is signed. No account-management layer whose primary contribution is arranging the next meeting.
We don't want people who can simply operate Google Ads. Google is increasingly capable of doing that itself. We want people who can decide what Google Ads should be doing for the business.
Our specialists understand
- 01Margin.
- 02Contribution.
- 03Inventory.
- 04Customer acquisition.
- 05Product feeds.
- 06Merchandising.
- 07Commercial priorities.
- 08And how those things affect advertising decisions.
09 / People
We don't hide behind Google.
Accountability means owning the decision, not blaming the platform.
"The algorithm did it."
"Performance Max needs more time."
"Google recommends increasing the budget."
Those might occasionally contain useful information. They aren't commercial explanations.
- 01If we recommend spending more, we should be able to explain why.
- 02If performance deteriorates, we should be able to explain what changed.
- 03If we make a decision, we should be able to explain the evidence behind it.
- 04And if something doesn't work, we'll tell you.
A framework shouldn't become company folklore. If the data says we're wrong, we're wrong. If somebody on the team has a better idea, we want to hear it.
Accuracy matters more than theatre. Once you're responsible for somebody else's advertising budget, sounding confident is considerably less useful than being right.
10 / Method
How we work.
The account adapts to the business. Not the other way around.
Commercial context first.
Before deciding how an account should be structured, we want to understand the business behind it. Margins. Stock. Returns. Fulfilment. Customer economics. Trading priorities. Growth targets. Because the Google Ads account is downstream of those decisions.
Then the account.
Tracking. Feeds. Merchant Center. Campaign architecture. Search terms. PMax. Shopping. Bidding. Budgets. Creative. Automation. All important. But now we know what we're trying to make them achieve.
Then continuous allocation.
The account doesn't get "finished". Products change. Demand changes. Margins change. Inventory changes. The competitive environment changes. So investment moves with it.
Proof
The numbers above aren't decoration.
They're the same figures we put in front of clients. The rest sits in the case studies.
Trusted by leading brands
Recognition
Recognised by the industry.
Awards aren't why clients hire us. But it's nice when people who spend their lives judging PPC agencies think we're doing something right.
Best Small PPC Agency
European Search Awards 2026
Most Innovative Campaign (PPC): Small
European Search Awards 2026, with UK Soccer Shop
Best PPC Campaign
National Digital Awards 2026
Best Agency Operations Director
National Digital Awards 2026
11 / People
We also share the thinking.
We don't believe useful ideas should disappear into pitch decks.
- 01Ecommerce Google Ads.
- 02Product-level profitability.
- 03Google Shopping.
- 04Performance Max.
- 05POAS.
- 06Feed strategy.
- 07Customer acquisition.
- 08Automation.
- 09And the increasingly commercial role of paid search.
Our thinking has appeared in industry publications including Search Engine Land and PPC Live, alongside talks and events across the performance marketing industry.
Read our insightsPeople
Meet the people behind the decisions.
JudeLuxe was founded in 2021 by Chris Avery and Gee Kullar to manage ecommerce paid search around what the business needs, not just what the platform reports. The co-founders lead the commercial strategy, working alongside the wider JudeLuxe team.
- Chris AveryCo-founder
- Gee KullarCo-founder
How engagements run, who owns which decisions and how often they are reviewed is set out on How we work. Independent recognition is on our credentials page.
Fit
We're probably a strong fit if:
- Google Ads is commercially important to your business.
- You're managing meaningful advertising investment.
- Your products have materially different margins or commercial priorities.
- Your catalogue is becoming difficult to manage intelligently at scale.
- ROAS looks acceptable but you're less convinced by the profit underneath it.
- You want your PPC agency involved in conversations about stock, margin, merchandising and customer acquisition.
- And you're comfortable giving us the commercial information required to make better decisions.
That sound like you? Request a commercial review.
Request a commercial reviewWe're probably not the right agency if:
- You want one company running every marketing channel.
- You want Meta, SEO, email, creative and web development bundled into the same retainer.
- You primarily want the cheapest PPC management available.
- You don't want to share margin or commercial data.
- You want Google Ads judged exclusively on platform ROAS.
- Or you're looking for somebody to simply implement instructions inside the account.
There are plenty of agencies built for those requirements. We aren't one of them.
Three reasons you probably shouldn't hire us.
We're not the right agency for everyone. And we'd rather tell you that now than six months into a contract.
- 01
You just need someone to keep the campaigns running.
There's nothing wrong with that. But if you're looking for someone to adjust bids, send a monthly report and avoid challenging the brief, we're probably not the right fit.
- 02
You want us to promise a ROAS before we've seen the business.
We won't promise a number simply because it sounds good in a pitch.
- 03
You're looking for an agency that always agrees with you.
We might recommend increasing investment. We might recommend changing what you're advertising. We might even tell you to spend less.
Still reading? Good. We might get along.
Let's see if we're a good fitQuestions
Questions about how JudeLuxe works
Next step
Where should the next £1 go?
Google Ads is incredibly powerful. But the platform can only optimise towards the version of success it is given. Our job is to make that definition better - to connect advertising investment with the products, customers and commercial outcomes that matter to the business.