How we think
How we turn Google Ads into a profit engine.
Three layers, in order. DECIDE: BOI® gives every SKU one commercial job. MEASURE: POAS judges each pound of spend on contribution, not revenue. OPERATE: a fixed weekly cycle keeps the account honest against both. Nothing gets bid, scaled or paused without a decision someone can point to.
Every product gets one job
Every SKU has a job™. People decide it using margin, stock, returns and customer evidence, and revisit it when the commercial picture changes.
Scale
Proven contribution at volume. Deserves the next pound of spend.
Profit
High margin per unit. Protect the margin rather than chase volume.
Protect
Defensive demand you cannot afford to lose to a competitor.
Recovery
Stock that is ageing or over-ordered and is tying up working capital. The job is cash back within a stated contribution floor and a time box, not ROAS. Low stock on its own is a constraint on spend, not a reason to make a SKU Recovery.
Gateway
First purchase that earns its cost on the second order, not the first.
Judging Products by Their Job
A blended tROAS target hides which products pay for themselves. Products are judged by the commercial job they do, so results read against contribution rather than revenue.
Products with healthy contribution and room to grow. The question: will more spend still add contribution?
Strong earners where efficiency matters more than volume. The question: are we protecting the margin they already make?
Lines that hold a position worth defending. The question: what does losing this position cost?
Ageing or overstocked lines. The question: can advertising release cash within a contribution floor and a time box?
Products that bring in customers worth more over time. The question: does the cohort evidence support it?
Break-even ROAS = 1 ÷ contribution margin %. Every SKU has a job™; people decide what it is, and review it as margin, stock and customer evidence change. Working targets are set per account and are not published.
From commercial evidence to account decisions
These are the questions we examine with ecommerce brands. The order and timing of any account changes depend on data quality, account readiness and the decisions the business needs to make.
Commercial Mapping
Understand contribution after product costs, fulfilment, returns, payment fees and advertising. Which products add contribution, which tie up cash, and where does customer value matter? People decide each product's commercial job using the evidence available.
Revenue and contribution answer different questions. The commercial picture determines which questions the account should answer next.
Account Restructure
Assess whether the existing account gives different product priorities room to be judged fairly. Which decisions are visible, and which are obscured by blended reporting?
The appropriate account changes depend on its data, existing controls and commercial priorities.
Feed Architecture
Review whether product information is accurate and current enough for advertising decisions. Are availability, price and product details trustworthy, and where does the business hold the commercial information needed to interpret results?
Feed quality matters, but a feed alone does not tell you whether advertising created contribution.
POAS Bidding Implementation
Compare attributed revenue with contribution after costs. What would change if spend were judged on commercial return alongside volume, cash and customer quality?
Any change to measurement or bidding needs to be assessed against account readiness and the reliability of the underlying data.
Post-Sale Margin Recovery
Review how returns, refunds and settlement change the commercial result after an order. Does the platform report still reflect what the business kept?
A sale recorded by an advertising platform is not the same as settled contribution, and attribution is not incrementality.
Continuous Commercial Optimisation
Keep commercial decisions under review as product economics, stock and demand change. Can the team explain why spend moved, what evidence informed the decision and what would prompt a reassessment?
The Five Rounds is our review discipline, not an automatic product classification or a promised result.
BOI® + POAS + Five Rounds
The methodology runs on three frameworks. BOI® assigns every SKU a single commercial job. POAS measures whether each pound of spend returns contribution margin, not just revenue. The Five Rounds is JudeLuxe's weekly operating rhythm for maintaining BOI® in a live account.
The question is whether current product economics still support the decisions being made. Reviews should make ownership, evidence and the reason for a change clear to the buyer.
POAS is one reading of the account, not the whole commercial picture. The Six-Layer Read sets out the six commercial layers we look through alongside it: Profit, Cash, Inventory, Customer Quality, Brand Position and Commercial Trajectory. The Six-Layer Read is the diagnosis, BOI® is how budget is then allocated, and Google Ads is where those decisions are executed.
Questions
Methodology questions
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Next step
Where is your contribution actually going?
Start with a commercial review: 30 minutes, and you leave knowing where contribution is leaking.