£6.19 net profit for every £1 spent
A 23-day snapshot of JudeLuxe running Closure London's Google Ads: a net POAS of 6.19 and a new-customer CAC of £11.63, measured on profit, not ROAS. Not a cherry-picked best month — this is the run-rate, mid-month, with the full maths shown.
8.61
ROAS (ex-VAT)
£6.19
Net profit per £1 spent (net POAS)
£11.63
New-customer CAC
£28.69
Net profit per new customer, first order
What's actually happening
The number most agencies won't show you
A ROAS of 8.61 looks strong. It also tells you nothing about whether the account made money. Revenue is not profit, and a pound of revenue at a 30% margin is a very different pound to one at 83%.
Closure London is a fashion DTC brand on Shopify. JudeLuxe runs its Google Ads — Search, Shopping and Performance Max — on a single governing principle: every decision is made against profit on ad spend and SKU-level contribution margin, never blended ROAS.
In the first 23 days of May 2026, that approach returned £6.19 in net profit for every £1 spent on Google. Not revenue. Profit, after cost of goods and after ad spend. That is the figure a founder can actually bank.
ROAS
Return on Ad Spend: Revenue divided by ad spend. Closure London's was 8.61 (ex-VAT). It ignores product margin entirely, so it cannot tell you whether you made money.
POAS
Profit on Ad Spend: Net profit divided by ad spend, after cost of goods and ad cost. Closure London's net POAS was 6.19. This is the metric JudeLuxe builds and scales accounts on.
The maths, shown openly
How £53k of spend became £331k of profit
No black box. Here is every figure and how it reconciles, across the first 23 days of May 2026 (1–23 May). A partial month, deliberately — this is the live run-rate, not a hand-picked peak.
| Google Ads spend | £53,463 |
| Revenue driven (inc VAT) | £552,238 |
| Revenue driven (ex VAT) | £460,198 |
| ROAS (ex VAT) | 8.61 |
| Blended contribution margin | 83.51% |
| Gross profit (revenue × margin) | £384,311 |
| Net profit after ad spend | £330,848 |
| Net POAS (net profit ÷ spend) | 6.19 |
Google Ads accounted for roughly 52% of total Shopify revenue over the period (store total just over £1.06m). It is not a marginal channel for this brand. It is the largest single driver of the business, and it is profitable on its own terms.
New customers
First-order profitable before any LTV
Most DTC brands lose money acquiring a customer and recover it later. Closure London does not need to wait. The first order pays.
| New-customer revenue (inc VAT) | £266,400 |
| New-customer revenue (ex VAT) | £222,000 |
| Share of Google revenue from new customers | 48% |
| New customers acquired | ~4,599 |
| New-customer CAC | £11.63 |
| Net profit from new customers | £131,929 |
| Net profit per new customer, first order | £28.69 |
Nearly half of all Google revenue came from people who had never bought before, acquired at £11.63 each and returning £28.69 in net profit on that first order alone. Every customer after that, every repeat purchase and every pound of lifetime value, is upside on top of an already-profitable acquisition.
How it was done
The method behind the number
A net POAS of 6.19 is not a bidding trick. It comes from structuring the account around margin and feed quality, not platform-reported revenue.
01 — Margin fed into the account
Contribution margin by SKU is wired into campaign structure, so the account knows which products can carry aggressive bids and which cannot. The platform optimises towards revenue; we override it towards profit.
02 — SKU-level segmentation, not account-level
Products are segmented by margin and demand, not lumped into one blended PMax bucket. High-margin lines scale; thin-margin lines are capped or cleared. Blended ROAS hides this; SKU-level POAS exposes it.
03 — Feed-first, with stock depth controlled
For a fashion brand, the product feed is the lever. Size and stock fragmentation — advertising lines that are down to one size — quietly burns spend on clicks that cannot convert. That leakage is monitored and excluded at the feed level before it reaches the auction.
04 — New-customer acquisition measured separately
New and returning revenue are tracked apart, so acquisition efficiency (the £11.63 CAC) is never flattered by repeat-purchase revenue. You cannot manage what a blended number hides.
The short answers
Want this clarity on your account?
JudeLuxe is a specialist Google Ads agency for DTC ecommerce brands. We manage on profit, not revenue — and we'll show you the maths.
Verification
Figures are client-reported and cover 1–23 May 2026 (snapshot taken 23 May, 15:30). A partial-month window, presented as a live run-rate. Net profit applies a blended contribution margin of 83.51% and is stated after ad spend. Revenue ex-VAT unless stated.
Comparing JudeLuxe to other options?
Honest, side-by-side comparisons against named UK Google Ads agencies and alternative management models.