Core Service
Google Ads that adapts to your commercial reality
Senior-led ecommerce PPC agency work for brands that need commercial accountability. Profit when you need margin. Volume when you need scale. Cash when you need liquidity. Not a single ROAS target applied blindly-a commercially adaptive approach built around what your business actually needs right now.
From £2k/month · 3-month initial term, then rolling
75+
Ecommerce brands managed
98%
Client retention rate
3.5yr
Average client tenure
The Problem
One ROAS target doesn't fit every product or every moment
Most agencies apply a single performance target across your entire account. But your business doesn't work that way. New launches need investment. High-margin heroes should maximise profit. Slow-moving stock needs to clear. A blunt single target ignores all of this.
Static Strategy in a Dynamic Business
Your commercial priorities change. Quarterly targets shift. Seasons turn. Stock levels fluctuate. But most agency strategies stay frozen in place.
SKUs Treated as Equals
Not every product should be optimised the same way. A 60% margin hero and a 15% margin clearance item have completely different jobs-but most accounts treat them identically.
Platform Metrics Over Business Outcomes
Agencies optimise for what Google shows them-ROAS, clicks, impressions. But you care about what hits the P&L and what's left in the bank after VAT, returns, and COGS. See the JudeLuxe ecommerce data for benchmark POAS by sector.
The Approach
One catalogue. Five commercial jobs. Bids that reflect what each SKU is actually doing.
Most agencies apply a single ROAS target across your entire account. But your business doesn't work that way. New launches need investment. High-margin heroes should maximise profit. Slow-moving stock needs to clear. A blunt single target ignores all of this. The BOI® framework fixes it at the bidding layer: every SKU is assigned one of five commercial jobs based on margin, stock position, cash impact, and customer-acquisition role.
Scale
The SKU has healthy margin, full stock, and auction headroom. The bidder pushes aggressively - broad audience signals, scaling budget, maximum impression share. Used when commercial intent is growth and unit economics support it.
Profit
Default state for healthy SKUs. The bidder optimises for contribution margin per pound spent, not volume. Tighter audience signals, controlled CPC ceiling, margin floor enforced via value rules. Most of the catalogue sits here.
Protect
SKU operating in a contested auction. Hold position without chasing growth. Hard CPC ceiling, intent-restricted audience signals, defensive bidding to keep impression share at a defined floor.
Recovery
Something has changed - stock running low, margin compressed by supplier costs, returns climbing past tolerance. The bidder pulls back, tightens intent, protects cash while the underlying issue is resolved. SKU's job reassigned once recovery condition clears.
Gateway
Customer-acquisition SKU. The bidder accepts lower per-unit margin in exchange for new-customer acquisition that the wider LTV economics justify. Bidding calibrated to blended CAC, not the SKU's own margin alone.
Most accounts run the majority of SKUs in Profit and Protect, with a smaller share in Scale and Recovery, and a handful designated as Gateway. The exact mix is a function of your catalogue, your cash position, and your customer economics - not a fixed template. Jobs are reviewed weekly and reassigned as stock, margin, and demand shift. For accounts where catalogue complexity sits above 5,000 SKUs, the same framework runs on automated nightly job assignment rather than weekly hand-review. For B2B ecommerce accounts, the framework adapts to tiered customer-group pricing, extended attribution windows, and lead-gen overlay. Inherited accounts with structural damage move through our account turnaround playbook before transitioning to retained cadence.
The Methodology
Map. Assign. Build. Govern.
The framework operates as a four-stage discipline. Each stage feeds the next; the cycle repeats weekly.
Map
We map every SKU against your commercial reality - contribution margin, stock velocity, cash cycle, customer-acquisition role. Product-level precision, not category-level guessing.
Assign
Each SKU receives one of the five BOI jobs: Scale, Profit, Protect, Recovery, or Gateway. One job at a time, never two. The job reflects what the business needs from that product right now.
Build
Campaign structure follows commercial intent, not Google's defaults. Asset groups, bidding, value rules, custom labels, and budget allocation all reflect what each SKU is supposed to achieve.
Govern
Continuous rebalancing based on real-time signals: stock levels, margin changes, cash impact, demand shifts. Jobs reassigned weekly. The account evolves as your business evolves.
What's Included
Complete management, not just optimisation
Senior-Led Execution
Your account is managed by senior strategists, not junior execs following playbooks. Every decision considers commercial context, not just platform metrics.
Weekly Loom Updates
A 5-10 minute video each week showing what happened, why it happened, and what we're doing next. No monthly reports that arrive too late to act on.
Slack/Teams Access
Direct access to your account team. Questions answered within 4 business hours. No ticketing systems or account manager gatekeepers.
Monthly Strategy Calls
Scheduled calls to align on commercial priorities, review performance against P&L goals, and adjust approach based on business changes.
Full Account Transparency
You own the account. You have full access. We never hold accounts hostage or obscure what we're doing. Everything is visible.
Commercial-First Reporting
Reports built around contribution margin, realised revenue, and cash impact-not platform ROAS. Finance teams can actually use our numbers.
Full Campaign Management
Commercial Infrastructure
Who This Is For
Built for £1m+ DTC brands
JudeLuxe runs Google Ads accounts for UK ecommerce brands from £3M growth-stage DTCs to £100M+ established retailers, with typical Google Ads spend ranging from £15k to £500k+/month.
Spending £15k+/month on Google Ads
Below this threshold, SKU-level management doesn't make commercial sense.
Ready to move beyond ROAS theatre
You care about what hits the P&L, not what the platform reports as "return".
Frustrated with agency distance
Monthly reports that arrive too late. Account managers who don't understand your business. Junior staff doing the actual work.
Not for everyone:
If you're a startup still finding product-market fit, a lead-gen business, or looking for the cheapest possible management-we're not the right fit. This is for established ecommerce brands ready to treat Google Ads as a commercial lever, not a marketing expense.
March 2026 Update
Updated March 2026Latest platform changes and how we're adapting our approach:
- Google's March 2026 Core Update is live. Ecommerce brands with strong product data and conversion tracking are gaining ranking advantage.
- PMax asset group controls now fully deployed. Finer-grained budget allocation between Search and Shopping is standard across all accounts.
- Consent Mode v2 enforcement means server-side tagging is now essential. All managed accounts have been updated.
- Demand Gen campaigns now integrate with our SKU Job Framework for brands wanting YouTube and Discover reach with commercial intent.
Ready for Google Ads that works around your business, not the other way around?
Book a 30-minute discovery call. We'll discuss your commercial priorities, review your current setup, and show you how a commercially adaptive approach would work for your brand.
Pricing: From £2k/month. Fixed fee, not percentage of spend. 3-month initial term, then month-to-month with 30-day notice.
FAQs
Common questions
Weighing JudeLuxe against other Google Ads agencies?
See how a senior-led, profit-first retainer compares to named UK agencies, in-house teams and freelancers.
Our Proprietary Method
BOI®
Bid On Intent.
Every SKU has one commercial job at a time - Scale, Profit, Protect, Recovery or Gateway - and never more than one. That job is dynamic. It changes as inventory, cash position and demand change. BOI® is the discipline of bidding against the job each SKU is actually doing this week.
No blended targets. No SKU pulling in two directions. Just a commercially responsible bid against a single, named job.
Stands for
Bid
Every bid is a commercial decision. We bid against the one job a SKU is doing this week - never a blended target that quietly averages winners and leakers.
Stands for
On
On the single commercial job that SKU is carrying right now: Scale, Profit, Protect, Recovery or Gateway. One job. Never two. Reassigned as the business changes.
Stands for
Intent
Commercial intent - what the business actually needs from this SKU this week. Cash? Share? Clearance? New customers? The P&L sets the intent. We bid to it.
The signal we live by
One SKU. One job. Reassigned weekly.
Verified Case Study
Thermos
+94% contribution margin under retained management
Senior-led retained Google Ads run on contribution margin, not blended ROAS. Corrected double-counted conversions, rebuilt the account by COGS tier, and moved every decision onto a profit signal.
+94%
Contribution margin
+86%
Revenue YoY
Senior-led
No junior hand-offs
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