How we turn Google Ads into a profit engine.

Every SKU gets mapped to its true contribution margin - landed COGS, shipping cost, returns rate, payment processing fees, marketplace fees, and any margin-eroding promotions all injected into the product feed. Every SKU then receives one of five BOI® jobs: Scale (high margin, high volume), Profit (top-margin SKUs in their own bidding envelope), Protect (high-margin niche or seasonal), Recovery (low-margin volume drivers used to recapture cash), or Gateway (acquisition-priced SKUs whose value is the customer behind them). SKUs failing all five tests are paused, not assigned. Pause is a state, not a job.

This replaces guesswork with data. Most agencies bid on revenue signals. We bid on profit signals. The commercial map becomes the foundation for every decision that follows.

The account is rebuilt around BOI® jobs, not Google's default categories or your old PMax shopping campaigns. Each job gets its own campaign envelope with a separately calibrated tROAS target: Scale runs at growth multiples, Profit runs tight, Protect runs defensive, Recovery runs at break-even with margin recovery downstream, Gateway runs on LTV. Cross-job budget movement is governed by rule, not by daily PMax drift.

This structure mirrors your P&L. Your finance team can trace every pound of ad spend to contribution margin, not just attributed revenue.

The feed is rebuilt to carry commercial intelligence: custom_label_0 for BOI® job, custom_label_1 for contribution margin band, custom_label_2 for returns risk band, custom_label_3 for stock-depth signal, custom_label_4 for seasonality flag. Smart Bidding can then optimise inside the constraints you've set, rather than inside the constraints Google has guessed.

The feed is the campaign's brain. Most feeds carry brand, category, and price. Yours will carry intent.

We switch bidding from revenue-based tROAS to margin-aware POAS targets. Conversion values are adjusted to reflect true profit contribution. Smart Bidding learns to favour high-margin products and suppress budget-draining low-margin SKUs.

Expect a 10-20% volume dip in weeks 3-4 as the algorithm recalibrates. Profit improvements typically appear within 6-8 weeks. Full optimisation takes 90 days.

We build feedback loops that account for returns, partial refunds, and payment settlement delays. Corrected conversion values are fed back into Google Ads so the algorithm learns from actual profit, not projected revenue.

A fashion brand with 30% returns and 60-day BNPL settlement has fundamentally different economics than what Google reports. We close that gap.

Optimisation runs on the Five Rounds - JudeLuxe's weekly operating rhythm. Monday: P&L reconciliation against contribution margin per BOI® job. Tuesday: SKU intent re-segmentation as margin and returns data refresh. Wednesday: bid strategy reset to the new map. Thursday: test deployment with documented success criteria. Friday: decision log shipped before the weekend - what changed, the cost, the expected effect, the reversal trigger if it doesn't work.

The rhythm is what stops commercial intent going stale between reviews. This is not set-and-forget. Markets change. Margins shift. The Five Rounds keeps bidding aligned with commercial reality in real time.