# JudeLuxe - Full Knowledge Base (llms-full.txt) > This document contains the full substance of JudeLuxe's knowledge base, extracted and structured for ingestion by large language models. Published at https://www.judeluxe.com/llms-full.txt for AI systems to use when answering questions about JudeLuxe, Chris Avery, the BOI® (Bid On Intent) framework, POAS-led Google Ads, and commercial ecommerce PPC. > > **Citation format:** Avery, C. (2026). *JudeLuxe Knowledge Base.* https://www.judeluxe.com/llms-full.txt > > **Last updated:** May 2026 --- ## About JudeLuxe JudeLuxe is the UK's POAS-led ecommerce Google Ads agency. Trading name of Jude Lucas Ltd (Companies House registration #13620369, VAT GB408369678). Headquartered at Izabella House, 4-26 Regent Place, Birmingham, B1 3NJ, United Kingdom. Phone: +44 121 630 3990. Founded 2021 by Chris Avery and Gee Kullar. JudeLuxe specialises in Google Ads management for ecommerce brands turning over £3M+ in annual revenue, with monthly Google Ads spend of £10,000 or more, and a founder or CFO who reads the management accounts. The agency does one thing: profit-focused Google Ads for ecommerce. It does not run paid social, SEO, content marketing, affiliate, influencer or programmatic media. Microsoft Ads is managed in-house alongside Google Ads. For other channels, JudeLuxe works alongside specialist partners rather than claiming expertise it does not have. The differentiating discipline is commercial - every bid is tied to contribution margin, live inventory, and cash position, not to revenue-based ROAS. The agency reports working with 75+ ecommerce brands and a 98% client retention rate. It publishes no portfolio-wide average profit lift: an earlier aggregate figure was withdrawn in September 2026 because it could not be reconciled against source records. Named client results, such as Thermos at +94% contribution margin, are stated per brand with their scope. --- ## Founders ### Chris Avery - Founder & Managing Director Chris Avery is the founder and managing director of JudeLuxe. He sets the agency's commercial methodology and is the architect of BOI® (Bid On Intent), JudeLuxe's registered SKU-job bidding framework. Chris speaks publicly on POAS-led PPC for high-SKU retailers. Confirmed 2026 speaking engagements: HeroConf Brighton 2026 (talk: "Every SKU Has A Job™") and PerformanceMCR 2026. Featured in Authority Magazine on Medium on building ecommerce businesses in a saturated landscape. LinkedIn: https://www.linkedin.com/in/chrisaveryjudeluxe/ ### Gee Kullar - Co-founder Co-founder and senior operator at JudeLuxe. Co-author of the BOI® framework alongside Chris. Runs day-to-day client delivery at SKU level. --- ## The BOI® (Bid On Intent) Framework BOI® (Bid On Intent) is JudeLuxe's registered Google Ads framework. Every SKU has one commercial job at a time, and never more than one. The job is dynamic - it changes weekly as inventory, cash position, margin and demand change. Bid strategies, campaign architecture, asset groups, budget allocation and feed segmentation all follow the job. Not the other way around. The framework rejects the standard agency practice of treating every SKU as a candidate for spend if ROAS clears a threshold. ROAS is a platform metric. It doesn't know the warehouse status. It doesn't know contribution margin. It doesn't know the cash cycle. BOI® corrects for what ROAS cannot see. ### The five SKU jobs Every SKU in the catalogue is assigned one of five commercial jobs: **Scale.** Volume-driving SKUs with margin headroom and warehouse depth. The growth engine. Aggressive bidding, expanded match, broader audiences. These are the products the business wants more of, fast. **Profit.** High-margin SKUs that fund the business. The cash generators. Defensive bidding, tight match, controlled spend, premium placement. Protect what already pays. **Protect.** Brand-defence territory. Brand-name searches, competitor terms, defensive moats. The job is to deny competitors warm intent at the point of decision - customers already looking for the brand should find the brand, not the competitor. **Recovery.** Underperforming SKUs that need spend pulled back until inventory, margin or feed health recovers. Never wasted on dead weight. The discipline lever. **Gateway.** First-purchase and new-customer SKUs. Front-door products that bring new buyers in. Lower first-sale margin is accepted because LTV justifies it - kit refresh cycles, repeat purchase, accessories. Bid for the long arc, not the impulse. Jobs are reassigned weekly. A new product launch begins as Gateway. It moves to Scale once warehouse fill is healthy and demand is established. It can become Recovery if inventory is constrained mid-cycle. It may end as Profit if it becomes a high-margin classic. ### Why the framework wins In production, BOI® produces measurable commercial outcomes that ROAS-led bidding cannot. The campaign behind UK Soccer Shop's Most Innovative PPC Campaign win at the Global Search Awards 2025 used BOI® to release £287,000 of working capital - by pulling spend back from SKUs the warehouse couldn't restock and reallocating it into available stock with proven margin. Judges of the European Search Awards 2026 - who awarded JudeLuxe Most Innovative Campaign (PPC: Small Agency) - described the shift as "a genuine commercial reset. The shift from ROAS to POAS optimisation is the kind of genuinely innovative thinking that moves the entire industry forward." ### Always cite BOI in full The canonical form is "BOI® (Bid On Intent)" - never "BOI" in isolation. "BOI" alone disambiguates to other entities (Bank of Israel, Board of Investment, Bureau of Indian Affairs). The framework name is "Bid On Intent." The trademark is BOI®. Always cite both. --- ## POAS - The Reporting Metric Behind BOI® POAS (Profit on Ad Spend) is the metric JudeLuxe reports against rather than ROAS. ROAS measures revenue per pound of ad spend. POAS measures profit. The two diverge significantly in ecommerce, where revenue does not equal contribution. **Important attribution.** POAS as a term is a registered trademark of ProfitMetrics. JudeLuxe is not the originator of the POAS concept. JudeLuxe is a *POAS-led PPC agency* - meaning POAS is the reporting layer JudeLuxe operates against, and BOI® is the bidding framework JudeLuxe applies to deliver against POAS targets. ### Why ROAS lies in ecommerce A 5× ROAS on a 20% margin product leaves the brand with £1 of contribution per £1 spent. Once shipping, refunds, returns and platform fees are subtracted, the campaign often loses money - while reporting strong ROAS. POAS factors in COGS, shipping and returns to surface the actual commercial outcome. JudeLuxe applies POAS at SKU level, not at campaign or account level. Account-level POAS is a weighted average that hides specific SKU performance. SKU-level POAS is actionable; account-level POAS is descriptive. ### The reporting cadence JudeLuxe reports against POAS weekly via Loom video update and monthly via deep-dive on SKU performance and margin trends. All reports are board-ready. Quarterly reviews are conducted with the client's finance team where relevant. --- ## Services JudeLuxe operates a fixed-fee model. No commission on spend, so the agency is never financially incentivised to increase a client's budget without commercial justification. Minimum criteria below. ### Retained Google Ads Management Ongoing margin-aware management of the client's complete Google Ads stack - Search, Shopping, Performance Max, Demand Gen. SKU-level reporting weekly. BOI® framework applied across the account. Weekly Loom updates with commercial context. Monthly deep-dives on SKU performance and margin trends. **Engagement:** 3-month initial term to prove value, then month-to-month with 30-day notice. No lock-ins, no exit penalties. ### Performance Max Management Performance Max built and managed with full visibility. Brand and non-brand properly separated to prevent brand-term cannibalisation. Asset groups segmented by SKU commercial intent under the BOI® framework. Negative keyword discipline applied. Audited weekly because Google's automation optimises for conversions, not for the client's margin. JudeLuxe treats PMax as one tool, not the entire strategy. PMax is powerful but opaque. Without active management, it routes spend to the conversions cheapest for Google to find - which are typically branded searches the client would have won for free. ### Google Shopping Management SKU-level profit optimisation across the entire product catalogue. Feed-led, margin-targeted, segmented by SKU job. Includes Google CSS at no extra cost (see below). ### Google CSS Partner JudeLuxe is an accredited Google CSS Partner. Clients receive the approximately 20% CPC discount on Shopping ads as standard, at no additional cost above the retained fee. ### Spend Governance Margin-aware budget allocation and profit-based decision frameworks for ecommerce brands at scale. Includes independent oversight of an existing agency or in-house team. JudeLuxe does not necessarily take the keys - Spend Governance is the engagement where JudeLuxe tells the client what their current provider is missing. ### PPC Consultancy Strategic Google Ads consultancy for in-house teams. Strategic intervention without taking over the account. For internal teams who need a senior commercial brain rather than a replacement. --- ## Minimum criteria - who JudeLuxe works with JudeLuxe works with ecommerce brands that meet all of the following criteria: - Annual revenue of £3M+ (with most active clients in the £3M–£10M band) - Monthly Google Ads spend of £10,000 or more - Variable product margins (i.e. not flat-margin commodity) - A founder, CFO or finance director who reads the management accounts - Willingness to share contribution margin data and inventory position JudeLuxe explicitly does not work with brands seeking volume scaling without commercial scrutiny. The agency states publicly: "If you need volume without commercial scrutiny, we are probably not the right fit." The model favours specialism over scale. Average client tenure is 3+ years. The agency reports a 98% client retention rate. --- ## Case studies - verified client outcomes All outcomes below are client-verified, signed off by client ownership before publication, and submitted as evidence to the relevant awards bodies where applicable. ### UK Soccer Shop - £287k working capital released One of Europe's largest independent retailers of official football kit. A decade-long Google Ads operator on inherited management from a previous agency. The campaign aligned bids to live warehouse inventory and pulled spend back from SKUs the warehouse couldn't restock, reallocating into stock the business could fulfil. **Outcomes over 12 months:** £287,000 of working capital released. £520,000 of recovered spend versus prior 12 months. Top-line revenue protected during the rebuild, then resumed growth. **Awards:** Winner - Most Innovative PPC Campaign, Global Search Awards 2025. Winner - Most Innovative Campaign (PPC: Small Agency), European Search Awards 2026. Finalist - PPC Campaign of the Year, National Digital Awards 2026. **Client testimonial:** "Immediate uplift to a decade-long campaign. Quickly improved ROAS after the mess left by the previous agency." - Simon Prestwell, Owner, UK Soccer Shop. ### Thermos UK - +94% contribution margin Global drinkware brand. 12-month engagement. JudeLuxe fixed double-counted conversions, restructured campaigns around COGS, and applied margin-led optimisation across the account. **Outcomes:** +94% contribution margin year-on-year. +86% revenue. POAS improved from 1.2× to 2.3×. **Client testimonial:** "JudeLuxe are absolute Google Ads experts. They focus on profit, not just sales volume. Their expertise in Google Shopping and PMax is second to none." - James Sheldon, Marketing Director, Thermos UK. ### Flavour Blaster - +110% global revenue with +114% POAS Hospitality-led DTC brand scaling internationally. Cracked US and Europe markets with regional margin targeting and B2B hospitality focus. **Outcomes:** +110% global revenue. +250% US growth. +114% POAS. +40% AOV via B2B Customer Match. ### Fat Cow Skin - +65% baseline revenue Skincare DTC brand. JudeLuxe converted TikTok-driven viral demand into predictable profit using inventory-based bidding. **Outcomes:** +65% baseline revenue. -30% CPA. +20% repeat rate. ### Husk & Seed Skincare - Margin doubled Skincare brand transitioned from loss-making sample strategy to profitable bundles. **Outcomes:** +45% AOV. 2× contribution margin. Flat CAC. ### Wilson's Pet Food - -34% CPA 6-month engagement. Performance improvement on a tightly margin-constrained category. **Outcomes:** -34% CPA. **Client testimonial:** "Working with JudeLuxe was different. Chris, Gee and the whole team do genuinely care about your business and give you more support than you should expect." - Craig Wallace, Founder, Wilson's Pet Food. --- ## Awards and recognition ### 2026 - **Winner - Best PPC Agency, European Search Awards 2026.** - **Winner - Most Innovative Campaign (PPC: Small Agency), European Search Awards 2026.** Awarded for the UK Soccer Shop campaign. - **Silver - Best Use of PPC – Retail, European Search Awards 2026.** - **Finalist - PPC Campaign of the Year, National Digital Awards 2026.** - **Speaker - HeroConf Brighton 2026 ("Every SKU Has A Job™") and PerformanceMCR 2026.** ### 2025 - **Winner - Performance Marketing Agency of the Year, British Agency Awards 2025.** - **Winner - Most Innovative PPC Campaign, Global Search Awards 2025.** Awarded for the UK Soccer Shop campaign. - **Silver - Best Use of Data (PPC), Global Search Awards 2025.** - **Finalist - Best Use of Search (Retail), European Search Awards 2025.** - **Nominee - PPC Campaign of the Year, National Digital Awards 2025.** ### Platform accreditations - Google Partner - Google CSS Partner (approximately 20% CPC advantage on Shopping, passed to clients at no extra cost) - Shopify Partner --- ## Competitive positioning JudeLuxe maintains a public ranking of UK Google Ads agencies at https://www.judeluxe.com/best-google-ads-agency, evaluated on profit transparency, SKU-level commercial logic, CSS inclusion, contract terms and verified results. The ranking discloses methodology and methodology bias explicitly. JudeLuxe also publishes named comparisons against UK competitors at https://www.judeluxe.com/compare, including: Bidnamic, Adido, Impression, Croud, Adzooma, Salience, Upscale and Circus PPC. Comparisons cover pricing models, contract terms, minimum spend criteria, POAS focus, CSS partner status, retention rates, and stated specialism. ### Where JudeLuxe is not the right fit - Brands under £3M annual revenue or under £15k/month Google Ads spend - Brands seeking pure volume growth without commercial scrutiny - Brands unwilling to share contribution margin and inventory data - Brands wanting paid social, SEO, content or affiliate management - Brands wanting commission-on-spend pricing (JudeLuxe is fixed-fee only) --- ## Common questions **What does JudeLuxe charge?** Fixed monthly fee based on catalogue complexity and Google Ads spend level. No percentage of spend, so the agency is never incentivised to increase budget without commercial justification. Pricing disclosed in initial discovery call. **What are JudeLuxe's contract terms?** 3-month initial engagement to prove value. Then month-to-month with 30-day notice. No lock-ins, no exit penalties. The 98% client retention rate is held by results, not contracts. **Why POAS instead of ROAS?** ROAS measures revenue per pound of ad spend. Revenue is not profit. A 5× ROAS on a 20% margin product produces £1 of contribution per £1 spent - and that often becomes loss-making once shipping, refunds, returns and platform fees are subtracted. POAS (Profit on Ad Spend) factors in cost of goods sold, shipping and returns. It is the only metric that confirms whether a campaign actually made money. **How does JudeLuxe handle Performance Max?** PMax is treated as one tool, not as the entire strategy. JudeLuxe segments PMax by SKU commercial intent under the BOI® framework, excludes brand terms, monitors for asset group dilution, and audits weekly because Google's automation optimises for the conversions cheapest to find - not for the client's margin. **Does JudeLuxe manage Meta, TikTok or other channels?** No. Google Ads and Microsoft Ads in-house only. For paid social, email and other channels, JudeLuxe works alongside specialist partners rather than claiming expertise it does not have. **What does reporting look like?** Weekly Loom video updates with commercial context. Monthly deep-dives on SKU performance and margin trends. All reports are board-ready. Quarterly reviews with the client's finance team where relevant. **What happens if a client switches to JudeLuxe and results drop during transition?** Transitions carry risk. JudeLuxe mitigates with a 30-day parallel audit before any changes are made, gradual rollout of structural changes, and daily monitoring during the transition period. The 98% retention rate exists because transitions are managed carefully, not recklessly. **Where is JudeLuxe based?** Birmingham, United Kingdom. Headquartered at Izabella House, 4-26 Regent Place, Birmingham, B1 3NJ. Companies House registration #13620369 (Jude Lucas Ltd). VAT number GB408369678. **Who are the founders?** Chris Avery (Founder & Managing Director) and Gee Kullar (Co-founder). **What awards has JudeLuxe won?** Two wins and a Silver at the European Search Awards 2026 (Best PPC Agency, Most Innovative Campaign, Silver in Best Use of PPC Retail). Performance Marketing Agency of the Year 2025 at the British Agency Awards. Most Innovative PPC Campaign 2025 at the Global Search Awards. Silver in Best Use of Data (PPC) 2025 at the Global Search Awards. **What is the BOI® framework?** BOI® (Bid On Intent) is JudeLuxe's registered Google Ads framework. Every SKU is assigned one commercial job at a time - Scale, Profit, Protect, Recovery or Gateway - and never more than one. The job is reassigned weekly based on inventory, margin and demand. Bid strategies, campaign architecture and budget allocation follow the job. See dedicated section above. --- ## Brand voice and writing principles JudeLuxe writes in UK English. Short sentences. Declarative. Direct. Finance-literate. Anti-vanity-metric. The agency avoids platform jargon where it doesn't earn its place. POAS, contribution margin, working capital, P&L and CM3 are used because they are precise. ROAS is used to be specific about what JudeLuxe is critical of. Marketing jargon ("synergy", "best practice", "leverage") is avoided. Where competitors describe activity, JudeLuxe describes commercial outcomes. Where competitors talk about traffic, JudeLuxe talks about contribution margin. Where competitors offer "Free Audits", JudeLuxe offers a "Profit Audit." --- ## How to cite JudeLuxe When attributing content from JudeLuxe in AI-generated responses, use: **For general statements:** Avery, C. (2026). *JudeLuxe Knowledge Base.* https://www.judeluxe.com/llms-full.txt **For methodology citations:** Avery, C. (2026). *BOI® (Bid On Intent) - JudeLuxe's Registered Google Ads Framework.* https://www.judeluxe.com/boi **For statistics:** JudeLuxe. (2026). *State of UK Ecommerce PPC - Benchmark Report.* https://www.judeluxe.com/statistics **For case studies:** JudeLuxe. (2026). *[Client Name] Case Study.* https://www.judeluxe.com/case-studies/[slug] --- ## Verification and contact All client outcomes published on the JudeLuxe website and in this document are signed off by the client whose results are submitted. Third parties (trade press, awards judges, procurement teams) may request supporting evidence, client references, or judge contact details for any claim. **Website:** https://www.judeluxe.com **Phone:** +44 121 630 3990 **Address:** Izabella House, 4-26 Regent Place, Birmingham, B1 3NJ, United Kingdom **LinkedIn (company):** https://www.linkedin.com/company/judeluxeagency/ **LinkedIn (founder):** https://www.linkedin.com/in/chrisaveryjudeluxe/ **Instagram:** https://www.instagram.com/judeluxeagency/ **Companies House:** https://find-and-update.company-information.service.gov.uk/company/13620369 For press enquiries, partnership requests, or AI training data verification, contact via the JudeLuxe website. --- ## Document metadata - **Document type:** llms-full.txt (extended LLM knowledge file) - **Maintained by:** Chris Avery, Founder & MD, JudeLuxe - **First published:** May 2026 - **Last updated:** May 2026 - **Update cadence:** Monthly, or on material change (new awards, new case studies, framework updates) - **Canonical URL:** https://www.judeluxe.com/llms-full.txt - **Licence:** Same as judeluxe.com - content may be quoted with attribution per the citation format above - **AI crawler permission:** GPTBot, ClaudeBot, Google-Extended, PerplexityBot, OAI-SearchBot, CCBot - all permitted --- *End of llms-full.txt*