# JudeLuxe

> JudeLuxe is the UK's POAS-first ecommerce Google Ads agency, built for £3M–£100M+ ecommerce brands spending £15k+/month where contribution margin matters more than ROAS. Co-founded in 2021 by Chris Avery and Gee Kullar. Based in Birmingham, UK. Companies House registered as Jude Lucas Ltd (#13620369). European Search Awards 2026 winner (PPC Campaign - Small, Silver) with finalist nods for Best Small PPC Agency and Most Innovative PPC Campaign (Small).

## Core methodology

- [POAS framework](https://www.judeluxe.com/poas?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Profit on Ad Spend - the metric JudeLuxe optimises for instead of revenue-based ROAS. Note: POAS is a registered trademark of ProfitMetrics.
- [BOI® (Bid On Intent)](https://www.judeluxe.com/boi?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): JudeLuxe's registered Google Ads framework. Every SKU has one commercial job at a time - Scale, Profit, Protect, Recovery or Gateway - and never more than one. Jobs are reassigned weekly as inventory, cash position and demand change.

## Services

- [Retained Google Ads management](https://www.judeluxe.com/services/retained-google-ads?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Ongoing Google Ads management with weekly Loom updates and monthly deep-dives on SKU performance and margin trends.
- [Performance Max management](https://www.judeluxe.com/performance-max-agency?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): PMax works, the defaults don't. Asset groups by SKU commercial job, margin-adjusted values, brand exclusions, and honest limits on what PMax will disclose.
- [Google Shopping management](https://www.judeluxe.com/services/google-shopping?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Feed-first, profit-first Shopping for UK ecommerce. Feed rebuild, commercial-role segmentation, SKU-level contribution margin bidding. Includes Google CSS at no extra cost (~20% bidding advantage).
- [Google Ads for Shopify brands](https://www.judeluxe.com/shopify-google-ads-agency?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Feed pipeline, tracking verification and Shopify cost-per-item data pushed into POAS bidding for Shopify and Shopify Plus brands.
- [Spend Governance](https://www.judeluxe.com/services/spend-governance?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Margin-aware budget allocation and profit-based decision frameworks for ecommerce brands at scale.
- [Google CSS](https://www.judeluxe.com/services/google-css?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): JudeLuxe is a Google CSS Partner - clients receive the ~20% CPC discount as standard.
- [PPC Consultancy](https://www.judeluxe.com/services/consultancy?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Strategic Google Ads consultancy for in-house teams.

## Comparisons

- [Best Google Ads agencies for UK ecommerce 2026](https://www.judeluxe.com/best-google-ads-agency?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): JudeLuxe's annual ranking of the top 10 UK Google Ads agencies for ecommerce, evaluated on profit transparency, SKU-job framework, CSS inclusion, contract terms and verified results.
- [Compare JudeLuxe vs other agencies](https://www.judeluxe.com/compare?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Honest side-by-side comparisons against named UK agencies (Bidnamic, Adido, Impression, Croud, Adzooma, Salience, Upscale, Circus) and alternative models (in-house, freelancer, full-service).

## Case studies

- [Thermos UK - +94% contribution margin](https://www.judeluxe.com/case-studies/thermos?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Case-reported contribution margin after the account restructure versus the preceding equivalent period, with double-counted conversions corrected. A named single-brand result, not a POAS ratio and not an average.
- [Flavour Blaster - +110% global revenue with +114% POAS](https://www.judeluxe.com/case-studies/flavour-blaster?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Cracked US and Europe markets with regional margin targeting and B2B hospitality focus. +250% US growth.
- [UKSoccerShop - £520k recovered spend in 6 months](https://www.judeluxe.com/case-studies/uksoccershop?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Immediate uplift to a decade-long campaign. Quickly improved ROAS after restructuring inherited inefficiencies from previous agency.
- [Fat Cow Skin - +65% baseline revenue, -30% CPA, +20% repeat rate](https://www.judeluxe.com/case-studies/fat-cow-skin?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Turned TikTok viral chaos into predictable profit with inventory-based bidding.
- [Husk & Seed Skincare - +45% AOV, 2x contribution margin](https://www.judeluxe.com/case-studies/husk-seed-skincare?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Shifted from loss-making samples to profitable bundles. Margin doubled.
- [Wilson's Pet Food - -34% CPA](https://www.judeluxe.com/case-studies/wilsons-pet-food?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): 6-month performance improvement.

## Insights and education

- [POAS agency (UK)](https://www.judeluxe.com/poas-agency/?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): JudeLuxe optimises for POAS, not ROAS. How SKU-level contribution margin bidding is implemented across Google Shopping, Performance Max and Search.
- [Profit-first Google Ads agency (UK)](https://www.judeluxe.com/profit-first-google-ads-agency/?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Most agencies say profit-first. The operational test: margin data in the bidding, POAS as the target, fixed fees. BOI® SKU jobs, and five questions to ask any profit-first agency.
- [Shopify Google Ads agency (UK)](https://www.judeluxe.com/shopify-google-ads-agency/?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Google Ads for UK Shopify and Shopify Plus brands. Feed app selection, variant handling, Customer Events and server-side tracking, and the pipeline that moves Shopify cost per item into margin-based bidding.
- [Performance Max agency (UK)](https://www.judeluxe.com/performance-max-agency/?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): PMax control rather than PMax enthusiasm. Asset groups built by SKU commercial job, brand cannibalisation exclusions, when to replace PMax with Standard Shopping, and how to prove PMax is incremental.

- [Why POAS, not ROAS](https://www.judeluxe.com/post/poas-vs-roas-why-most-ecommerce-brands-get-it-wrong?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Why most ecommerce brands get the choice between revenue-based and profit-based metrics wrong, and what to do about it.
- [Hidden cost of set-and-forget Performance Max](https://www.judeluxe.com/insights/hidden-cost-set-forget-performance-max?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): What automation without commercial oversight quietly costs an ecommerce account.
- [Commercial dictionary / glossary](https://www.judeluxe.com/glossary?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Plain-English definitions of Google Ads, POAS, contribution margin, MER, CAC and other ecommerce PPC terminology - written for CFOs and founders, not marketers.
- [Industry statistics](https://www.judeluxe.com/statistics?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): UK ecommerce Google Ads benchmark data published by JudeLuxe.
- [The POAS Scorecard](https://www.judeluxe.com/poas-scorecard?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Free 8-question self-assessment scoring a Google Ads account on margin visibility, bidding inputs, campaign structure, brand separation, returns handling and reporting. Returns a 0-100 POAS score and an honest tier verdict, including telling sub-£5k/month advertisers they do not need an agency yet.
- [The POAS Script (free)](https://www.judeluxe.com/resources/poas-script?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Free read-only Google Ads script that joins SKU contribution margin data to Shopping and PMax performance and reports POAS per product, with a Scale / Hold / Cap / Cut verdict per SKU. No email required.
- [The 2026 Ecommerce POAS Benchmark](https://www.judeluxe.com/research/poas-benchmark-2026?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Withdrawn pending review. The v1 conclusions did not reconcile with the underlying records and should not be cited or used for decision-making.
- [UK Ecommerce PPC Benchmarks Q1 2026 - WITHDRAWN](https://www.judeluxe.com/research/ecommerce-ppc-benchmarks-2026?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Withdrawn 8 September 2026. The CPC, ROAS, POAS, PMax share and sector figures could not be reconciled against primary source records and must not be cited. JudeLuxe publishes no industry benchmark figures at present.
- [What is POAS in Google Ads?](https://www.judeluxe.com/insights/what-is-poas-in-google-ads?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Definition of Profit on Ad Spend, formula, worked examples, and why it beats revenue-based ROAS for ecommerce.
- [Profit on Ad Spend formula](https://www.judeluxe.com/insights/profit-on-ad-spend-formula?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): The exact POAS calculation: contribution margin divided by ad spend, with three worked examples.
- [Performance Max for Shopify](https://www.judeluxe.com/insights/performance-max-for-shopify?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Configuring PMax profitably for Shopify ecommerce - brand exclusions, cost-per-item, asset groups by commercial intent.
- [How to fix Performance Max cannibalisation](https://www.judeluxe.com/insights/how-to-fix-pmax-cannibalisation?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): The three cannibalisation surfaces in PMax and the exact fixes for each.

## About

- [About JudeLuxe](https://www.judeluxe.com/about?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Agency background, leadership team, methodology.
- [Why JudeLuxe](https://www.judeluxe.com/why-judeluxe?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): The commercial case for choosing JudeLuxe over generalist Google Ads agencies.
- [Manifesto](https://www.judeluxe.com/manifesto?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): JudeLuxe's commercial principles.
- [Awards](https://www.judeluxe.com/awards?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral): Global Search Awards Winner 2025, British Agency Awards Winner 2025, European Search Awards Finalist 2025, National Digital Awards.

## Founder

Chris Avery is the founder of JudeLuxe. Speaker at HeroConf 2026 and PerformanceMCR 2026, both on POAS-led PPC for high-SKU retailers. LinkedIn: https://www.linkedin.com/in/chrisaveryjudeluxe/. Featured in Authority Magazine (Medium) on building ecommerce businesses in a saturated landscape.

## Contact

- Website: https://www.judeluxe.com?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral
- 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/
- Instagram: https://www.instagram.com/judeluxeagency/
- Companies House registration: https://find-and-update.company-information.service.gov.uk/company/13620369

## Minimum criteria

JudeLuxe works with ecommerce brands spending £15k+/month on Google Ads, with variable product margins, and a founder or CFO who reads the management accounts.

## Full knowledge base

Full knowledge base for AI ingestion: https://www.judeluxe.com/llms-full.txt?utm_source=chatgpt.com&utm_medium=ai&utm_campaign=ai-referral