Why JudeLuxe?
Most good PPC agencies know how to run Google Ads.
So do we.
That's not the reason to hire us.
Google Ads management is increasingly automated. Bidding is automated. Targeting is automated. Campaign creation is becoming automated. Creative is increasingly automated.
The competitive advantage isn't knowing where every setting lives inside Google Ads. It's making better decisions about what Google should be trying to achieve.
That's where JudeLuxe is different.
We specialise in ecommerce PPC and connect advertising decisions to the commercial economics of the business. Profit. Margin. Stock. Cash. Customer acquisition. Product-level performance.
Because ultimately, your Google Ads account should answer to your P&L.
Why JudeLuxe?
There are hundreds of agencies capable of managing Google Ads. Many are very good.
We're not going to pretend everybody else is incompetent so we can look clever by comparison.
The difference is what happens before the optimisation.
Three things define how we work.
Reason 01
We optimise the economics, not just the account.
Revenue is not profit.
Google Ads can tell you what somebody clicked, what they bought, how much revenue was attributed, and how much you spent acquiring it. Useful information.
But an ecommerce business has another layer underneath that. COGS. Gross margin. Returns. Discounting. Payment fees. Fulfilment. Shipping. Customer type. Lifetime value. Inventory.
Those things determine whether the transaction was actually commercially attractive.
Google doesn't inherently understand all of that. We do.
So we connect advertising performance with the economics sitting underneath it.
Two products can have identical ROAS and completely different outcomes.
Imagine two products each generate £500 revenue from £100 advertising spend. Both report 5.0 ROAS. Looks identical.
| Metric | Product A | Product B |
|---|---|---|
| Revenue | £500 | £500 |
| Ad spend | £100 | £100 |
| ROAS | 5.0 | 5.0 |
| Contribution margin before ads | 60% | 25% |
| Contribution before ad spend | £300 | £125 |
| Contribution after ad spend | £200 | £25 |
Same ROAS. Very different business.
That's why we don't believe one blended ROAS target can describe commercial success.
We use POAS alongside advertising metrics.
Profit on Ad Spend. ROAS asks: how much revenue did advertising generate? POAS asks: how much profit did the advertising generate?
We combine Google Ads data with commercial information from platforms such as Shopify and the wider business. That gives us a better basis for deciding what deserves more investment, what needs containing, what can acquire customers aggressively, what is generating profit, and what looks good inside Google but isn't creating enough value outside it.
ROAS isn't useless. It's incomplete.
Reason 02
We manage products differently because products are different.
Your catalogue isn't one economic unit.
Most ecommerce businesses sell products with radically different characteristics. Different margins. Different stock positions. Different return rates. Different customer value. Different demand. Different seasonality. Different strategic importance.
Yet Google Ads accounts frequently push those products towards broadly similar efficiency targets.
We think that's backwards.
Every SKU has a job.
That's the principle behind BOI®: Bid On Intent. Our framework for translating commercial priorities into product-level advertising decisions. One SKU. One job.
Scale
There is profitable demand available and the business wants more of it.
Profit
The product has strong economics and its primary role is generating contribution.
Protect
The product or demand is strategically important and needs defending.
Gateway
The first transaction isn't the whole story and the product is valuable for acquiring the right customers.
Recovery
Inventory needs turning back into cash before its commercial value deteriorates further.
The important bit? The job can change.
A product doesn't remain a “Scale SKU” because somebody labelled it six months ago. Stock changes. Margins change. Promotions change. Demand changes. Customer behaviour changes. Competitors change. The commercial objective should change with them.
Google Ads should adapt to the business. Not the other way around.
This sounds obvious. In practice, it often doesn't happen. A campaign gets built. A target ROAS gets assigned. Performance stabilises. And that structure survives long after the commercial circumstances underneath it have changed.
Meanwhile: the buying team has overstock. Finance wants cash released. A supplier has funded a promotion. A hero product is running out of stock. A new range needs launching. A customer-acquisition product has proven exceptional repeat behaviour.
The Google Ads account should know about those things. Because they change where the next £1 should go.
Reason 03
We deliberately specialise.
Ecommerce PPC is what we do.
Not one department inside a full-service agency. Not one service on a twelve-item menu. Not something we sell because a client already buys SEO from us.
It's the business.
Google Search
Google Shopping
Performance Max
Product feeds
Merchant Center
Microsoft Ads where appropriate
Tracking and measurement
International ecommerce
Complex and high-SKU catalogues
Commercial ecommerce data
What we don't do matters too.
We don't manage Meta. We don't do SEO. We don't manage email. We don't build websites. We aren't going to pitch you TikTok six months into the relationship because somebody has a utilisation target to hit.
That's deliberate.
Every additional service an agency offers creates another discipline it needs to remain exceptional at. We've chosen depth instead.
If you want one agency managing your entire marketing function, we're probably not the right fit.
If Google Ads is commercially important enough that you want genuine specialist depth: that's where we fit.
Specialism doesn't mean tunnel vision.
Quite the opposite.
We don't believe Google Ads should operate independently from the rest of the business. We want to understand what merchandising is prioritising, what buying has too much of, what finance needs from cash, which products are actually profitable, which customers come back, what's launching next month, where returns are hurting margin, and what promotions are planned.
Google Ads is our discipline. The business determines how we use it.
What this changes in practice.
The difference between our approach and conventional Google Ads management isn't philosophical. It changes actual decisions.
Instead of
“Campaign A has the highest ROAS, increase its budget.”
We ask
“What happens to contribution if we invest another £10,000 here?”
Instead of
“This product is below target ROAS, reduce spend.”
We ask
“What job does this product have and is it achieving it?”
Instead of
“PMax is performing well.”
We ask
“Where is PMax generating that performance, and is it incremental and commercially valuable?”
Instead of
“New customer CPA increased.”
We ask
“What is the customer worth and what can we rationally afford to acquire them for?”
Instead of
“Shopping efficiency is down.”
We ask
“Did we intentionally trade efficiency for volume, customer acquisition or cash recovery?”
Instead of
“Google recommends increasing the budget.”
We ask
“Why?”
That last one saves a surprising amount of money.
We don't fight automation. We give it better instructions.
There is a strange tendency in PPC to divide people into two camps. People who think automation will solve everything. And people determined to prove they can manually outsmart Google's machine learning.
We're interested in neither religion.
Automation is extraordinarily good at processing signals and making auction-time decisions at a scale humans cannot replicate. So we use it. But automation still needs an objective. Our job is to make that objective commercially intelligent.
Google decides how to execute. We remain accountable for deciding what we're trying to achieve.
The feed isn't admin.
It's one of the biggest controls left in ecommerce Google Ads.
For Shopping and Performance Max, the product feed influences what Google understands about the product, which searches it can match against, how products are classified, what information customers see before clicking, and how effectively products can be segmented.
That's why feed optimisation isn't something we leave until after the campaigns have been “fixed”. It's part of the strategy.
Titles. Product types. GTINs. Attributes. Images. Custom labels. Margin tiers. Stock classifications. Commercial roles.
The feed is where merchandising and advertising meet.
We care where the numbers came from.
Because bad data creates confidently bad decisions.
Google Ads will happily optimise towards whatever conversion data you give it. Even when it's wrong. Duplicate conversions. Incorrect values. Missing transactions. Broken consent implementation. New and returning customers mixed together. Returns ignored. Revenue definitions that don't reconcile with the actual business.
Automation doesn't stop and ask whether any of this makes sense. It just gets faster.
We establish the measurement before trusting the optimisation.
Google Ads tells us what the advertising platform observed. GA4 gives us another view. Merchant Center tells us about the products. Shopify tells us what customers actually ordered. And your commercial data tells us whether those orders were valuable.
No single platform gets to declare itself reality.
We show our working.
If we recommend spending another £50,000, you should understand why. If we recommend reducing investment, you should understand why. If a product changes commercial job, you should understand why. If our strategy fails, you should know that too.
We don't believe complexity is an excuse for opacity.
You shouldn't need to understand every technical detail of Google Ads. That's why you hired specialists. But you should always be able to understand the commercial reasoning behind what we're doing with your money.
And sometimes we'll tell you not to spend more.
Percentage-of-spend agency pricing creates an interesting incentive. Client spends more. Agency earns more. Convenient.
Our commercial recommendations shouldn't be influenced by whether increasing your budget increases our invoice.
More spend is only good when the economics justify more spend. If we think you should scale, we'll tell you. If we think you should hold, we'll tell you. If we think £20,000 of the existing budget should disappear before another pound is added, we'll tell you that too.
The objective isn't maximising Google Ads spend. It's maximising what Google Ads contributes to the business.
The evidence.
Commercial outcomes, not screenshots.
Thermos
+94% contribution
After tracking and campaign decisions were rebuilt around accurate commercial performance.
View case studyUKSoccerShop
£520k+ ageing inventory recovered
With Google Ads incorporated into inventory and cash-recovery decisions.
View case studyWilsons Pet Food
+112% contribution
Alongside +83% customer lifetime value by managing acquisition around customer economics.
View case studyThe research.
We don't expect you to accept the argument because we've written it on our own website.
Across our analysis of ecommerce Google Ads accounts, we've repeatedly found the same commercial problems:
- Budget trapped in weak products.
- Profitable demand constrained.
- Blended ROAS hiding product-level economics.
- Customer acquisition judged against incomplete data.
- Inventory excluded from advertising decisions.
The opportunity usually isn't another round of minor optimisation.
It's better allocation.
Is JudeLuxe right for you?
Probably, if:
- Google Ads is a meaningful commercial channel for your business.
- You're spending enough that small allocation mistakes become expensive.
- Your products have meaningfully different economics.
- You have a complex catalogue.
- You're interested in contribution, not simply revenue.
- You want your PPC agency talking to ecommerce, merchandising, buying and finance.
- You want to understand why decisions are being made.
- And you're prepared to share the commercial data required to make those decisions properly.
Probably not, if:
- You want the cheapest Google Ads management available.
- You want one agency running Google, Meta, SEO, email and web development.
- You're primarily looking for somebody to execute instructions.
- You don't want your agency accessing margin or commercial data.
- You want performance judged exclusively by platform ROAS.
- Or you believe every problem can be fixed by changing the bid strategy.
We won't be right for everybody. That's rather the point of specialising.
Where should the next £1 go?
That's the question underneath everything we do.
Not: what's Google's recommendation? Not: what did we spend last month? Not: what ROAS makes the dashboard green?
Where can the next £1 create the greatest commercial value for the business?
Sometimes that's scaling a hero product. Sometimes it's acquiring a customer. Sometimes it's protecting margin. Sometimes it's releasing cash from inventory.
And sometimes the correct answer is: don't spend it.
That's the difference.
Google Ads should answer to your P&L.
Book a commercial review.
30 minutes. No generic pitch deck.
We'll talk about the business, the account and whether there's actually an opportunity worth pursuing.