Start here
You probably don't need another list of Google Ads services.
You need to work out what's actually wrong.
Maybe ROAS looks healthy but profit isn't moving. Maybe Performance Max has swallowed most of the account and nobody can properly explain what it's doing. Maybe you're spending heavily across thousands of products without knowing which ones deserve the money. Or maybe Google Ads is working reasonably well and you simply suspect it should be doing more.
Start with the problem you recognise.
"ROAS looks good. Profit doesn't."
Your advertising numbers are improving. Your P&L isn't.
This is one of the most common problems we see. Revenue grows. ROAS hits target. Google reports another successful month. But contribution barely moves. Sometimes it gets worse.
The problem is usually not the ROAS calculation itself. It's what ROAS cannot see.
- Product margin
- COGS
- Returns
- Fulfilment
- Customer economics
- Inventory
"We're spending too much on the wrong products."
The account works at campaign level. The catalogue doesn't.
This becomes increasingly common as ecommerce businesses grow. Hundreds of products become thousands. Thousands become tens of thousands. Eventually, blended campaign targets start making increasingly important decisions about which products deserve your money.
The problem isn't necessarily that Google Ads is performing badly. It may be allocating capital badly.
Some products deserve more. Some deserve less. Some need a completely different commercial objective. And some shouldn't receive another penny.
Start with BOI®. Every SKU gets one commercial job.
"PMax is working. We just don't know why."
Performance Max is generating results, but control has disappeared.
PMax isn't inherently good or bad. It's a buying mechanism. The problem starts when it becomes the strategy.
Brand demand. Existing customers. New customers. Remarketing. Shopping. YouTube. Different products. Different margins. All neatly compressed into one reassuring ROAS number.
We give PMax a defined job: what enters it, what doesn't, which products belong together, how brand demand is handled, which customer signals matter, and how its performance fits into the wider account.
"Revenue is growing. Contribution isn't."
You're scaling Google Ads, but every additional pound seems to work harder for less.
This is where average ROAS becomes dangerous. An account spending £100,000 at 5.0 ROAS doesn't automatically mean the next £50,000 will also generate 5.0.
The existing spend tells you what has happened. The scaling decision depends on what the next £1 is likely to produce.
We focus on marginal commercial return. Where can more money be deployed profitably? Where has the account reached saturation? Which products are being constrained? Which are absorbing spend without creating enough additional contribution?
"We've got too much stock."
Your warehouse has a Google Ads problem too.
Stock isn't just an operational concern. It's capital. And its commercial value changes over time.
Sometimes the commercially correct job for Google Ads is not maximising ROAS. It's turning stock back into cash before its value deteriorates further.
This matters particularly in:
- Fashion
- Sports
- Seasonal retail
- Consumer electronics
- Trend-led categories
- Perishable or time-sensitive ranges
"New customers are getting too expensive."
Before cutting acquisition, establish what a customer is actually worth.
A £30 CAC might be terrible. It might also be exceptional.
We connect acquisition decisions to customer economics. Not an arbitrary CPA target. Not blended ROAS. Not whatever Google happens to classify as a new customer.
It depends on:
- First-order contribution
- Repeat purchase behaviour
- Subscription rate
- Lifetime value
- Payback period
- Product mix
- Whether new customers are measured separately at all
"Our product feed is a mess."
Shopping performance starts before the auction.
For ecommerce advertisers, your product feed influences what Google thinks you're selling, which searches you're eligible for, how your products are classified, what customers see before clicking, and how effectively products can be organised around commercial priorities.
Yet feeds are still regularly treated as an administrative task. We treat the feed as part of media strategy.
- Titles
- Product types
- GTINs
- Attributes
- Images
- Custom labels
- Commercial classifications
- Stock
- Margin
- SKU jobs
"We're expanding internationally."
Copying the UK campaigns isn't an international strategy.
A product can be profitable in Britain and commercially unattractive in America. The CPC changes. The selling price changes. Shipping changes. Returns change. Competition changes. Conversion rate changes. Margin changes.
Each market needs its own economics. We manage international Google Ads according to the commercial reality of each market rather than forcing every territory towards one global efficiency target.
"We're thinking about changing agency."
You don't need us to tell you your current agency is terrible.
They might not be. Sometimes the account is technically well managed. The problem is simply that the business has outgrown the way it's being managed. That's an important distinction.
Then we tell you what we think. Even if the answer is: don't move agency.
We look at:
- Where the money is going
- Which products receive it
- What those products contribute
- Where profitable demand is constrained
- How customer acquisition is being measured
- Whether inventory is influencing decisions
- Whether the account structure still reflects what the business needs
"Honestly, I don't know what's wrong."
That's also fine.
You shouldn't need to diagnose the account before speaking to the people you're considering hiring to diagnose the account.
We'll start with the business.
- What are you spending?
- What is Google Ads contributing?
- What has changed?
- Where does performance feel wrong?
- What does finance think?
- What does ecommerce think?
- What does the stock position look like?
- What are you trying to achieve next?
Then we'll look at whether the advertising supports it.
The JudeLuxe approach
Whatever brought you here, the underlying principle is the same.
Google Ads should answer to your P&L.
01
What is each sale actually worth?
Not just revenue. Contribution. Margin. Customer value. Cash.
02
What is each product supposed to achieve?
Scale. Profit. Protect. Gateway. Recovery. Every SKU has a job.
03
Where should the next £1 go?
More into profitable demand? Into customer acquisition? Towards ageing inventory? Into another market? Or nowhere? Every £1 needs a commercial reason.
What we actually do
JudeLuxe is a specialist ecommerce PPC agency.
Google Ads
Search, Shopping and Performance Max.
Microsoft Ads
Where commercially appropriate.
Product feeds & Merchant Center
Because Shopping performance starts with product data.
Measurement
Connecting advertising performance to commercial outcomes.
No Meta. No SEO. No email marketing. No websites.
Not because those things don't matter. Because specialism does.
When we're a strong fit
- Google Ads is already a meaningful sales channel.
- You're investing enough that poor allocation has a meaningful financial cost.
- Your products have different margins, stock positions or customer economics.
- The account is becoming increasingly complex.
- You care about contribution and profitability beyond platform ROAS.
- You want an agency capable of understanding the business behind the campaigns.
Not sure which problem is yours?
You don't need to pick a service. You don't need to know whether you need Shopping, Search, PMax or a different campaign structure. And you definitely don't need to arrive with a proposed bid strategy.
Bring us the commercial problem. We'll work backwards from there.
30 minutes. We'll talk about the business, the account and whether there's actually something worth fixing. No generic pitch deck. No pretending every account desperately needs JudeLuxe. If we don't think there's a meaningful opportunity, we'll tell you.