Ecommerce Google Ads specialists

Google Ads should answer to your P&L.

Your products. Your margins. Your next stage of growth.

We manage Google Ads around product-level profit, stock and customer economics, not whatever ROAS makes the dashboard look good.

Book a commercial review See our approach

Every SKU has a jobBOI^® method

01Scale
Capture profitable demand where there is room to grow.
02Profit
Maximise contribution from products with strong economics.
03Protect
Defend strategically important demand.
04Recovery
Turn ageing or overstocked inventory back into cash.
05Gateway
Acquire valuable new customers where first-order economics justify it.

Trusted by leading brands

Evidence

Commercial outcomes. Named clients.

+94%

Contribution margin — Thermos

Post-restructure contribution margin against the preceding equivalent period, after correcting double-counted conversions.

Read the Thermos case study

+114%

POAS (profit on ad spend) — Flavour Blaster

Against the preceding equivalent period, after moving from a global ROAS target to regional contribution margin.

Read the Flavour Blaster case study

75+ ecommerce brands worked with since 202198% client retentionAll results and methodology

The argument

Revenue is only part of the picture.

Two products can both return £5 for every £1 spent and leave you with completely different amounts of money. Cost of goods, returns, fulfilment and stock position decide which is worth scaling.

So we manage bids against contribution, product by product.

Under BOI^® (Bid On Intent), every SKU is given one commercial job and bid against that job, rather than a single blended account target. Inside the method.

Contribution, before advertising

RevenueWhat the dashboard reports
Cost of goodsWhat the product costs you
Fulfilment and shippingPick, pack, carrier
ReturnsThe orders that come back
Payment and transaction feesTaken before you see it
= Contribution before advertising
Advertising costMedia spend and fees
= Contribution after advertising

Contribution is revenue less variable costs. It is not net profit: overheads, salaries, tax and fixed costs sit below this line.

Run the maths

What is your ROAS hiding?

Put in your own numbers. You will see your break-even, and how much profit each pound of ad spend is actually making.

Revenue from Google Ads (£)

Total Google Ads-attributed revenue over the period

Cost of Goods Sold (% of revenue)

Average % of revenue spent producing the product

Fulfilment & shipping cost (% of revenue)

Pick, pack, ship, packaging. As % of revenue

Return rate (% of revenue)

Average % of orders refunded

Ad spend (£)

Total Google Ads spend over the period

Your numbers

1.84×

Pre-ad contribution / ad spend (costs entered)

£0.84 per £1 spent

After-ad contribution before overhead

2.17×

Break-even ROAS. What your account needs to hit just to break even at current margins

4.00×

Return on Ad Spend (revenue per £1 spent)

Contribution estimate, not net profit. Only the costs entered are included; see assumptions below.

What your numbers actually say

A POAS of 1.84× means each £1 of ad spend returns £1.84 of contribution before advertising, leaving £0.84 after the ad cost. Whether that is enough depends on how much overhead sits below this line, and on the SKU-level distribution behind the blended figure.

What this calculation includes and excludes

This is a scenario based only on the costs you entered. It uses contribution before advertising as the numerator.
It excludes payment processing fees, VAT, discounts and promotions, the handling and restocking cost of returns, labour, software and warehousing, so it is not net profit.
Revenue is taken as entered, so any discounting must already be reflected in it, and the return rate is deducted as lost revenue only.
There is no universal target: the right level depends on your own cost structure, fixed costs and what each product is there to do.

Get a founder-led second opinion (free)

Send your numbers over and a founder will read them against your account: where the margin is actually going, which products are carrying the spend, and what we would change first. No benchmark scoring, no dataset comparison, just a direct read of your figures.

How we work

Founder-led, start to finish.

Commercial review: A 30-minute founder-led initial diagnosis of where your Google Ads spend is losing contribution. No pitch, no preparation required. It is a conversation, not a written audit.

Absolute Google Ads experts. They focus on profit, not just sales volume. Their expertise in Google Shopping and PMax is second to none.
James Sheldon, Marketing Director, Thermos UK

Worried about disrupting performance when switching agency? See exactly how we take over an account →

01
Commercial review
Thirty minutes with a founder. Your catalogue, your margins, your constraints.
02
Deeper diagnostic
Feed quality, SKU profitability, wasted spend. Scope and account access agreed with you first.
03
Findings
We walk you through what we found, and what we would do differently.
04
Onboarding
Waste paused, feeds fixed, budgets set against the job each product is doing.

Fixed monthly fee from £2,000. No percentage of spend, no media mark-up.

We have no financial reason to push your budget higher than your margins can support.

Fixed initial term, then 30 days' notice.

No lock-ins and no exit penalties. Results keep clients, not contracts.

Typical retained client: £15k+ per month in Google Ads.

We work with established ecommerce brands. Our typical retained client invests £15k+ per month in Google Ads, though fit is set by catalogue complexity and commercial opportunity rather than a hard threshold.

FAQ

Common questions, straight answers.

See all FAQs

Fixed monthly fee based on catalogue complexity and spend level. No percentage of spend, so we're never incentivised to increase your budget without justification.

3-month initial engagement to prove value, then month-to-month with 30-day notice. No lock-ins, no exit penalties. Results keep clients, not contracts.

JudeLuxe runs Google Ads accounts for UK ecommerce brands from £3M growth-stage DTCs to £100M+ established retailers, with typical Google Ads spend from £15k to £500k+/month.

ROAS measures revenue per ad pound-but revenue isn't profit. At 5x ROAS and a 20% pre-ad contribution margin, each £1 of ad spend produces £1 contribution before ads and £0 after ads, before overhead. POAS (Profit on Ad Spend) factors in COGS, shipping, and returns. POAS answers product profitability; acquisition, cash and incrementality need their own metrics.

PMax is powerful but opaque. We treat it as one tool, not the whole strategy. We segment by SKU job, exclude brand terms, and monitor for asset group dilution. Most agencies set it and forget it-we audit weekly because Google's automation optimises for conversions, not your margins.

Weekly Loom updates with commercial context. Monthly deep-dives on SKU performance and margin trends. All reports are board-ready.

Google Ads and Microsoft Ads in-house. For social, email, and other channels we work alongside specialist partners rather than pretending expertise we don't have. We know search auction dynamics deeply-that focus is why clients stay.

Transitions carry risk-we're honest about that. We mitigate it with a 30-day parallel audit before changes, gradual rollouts, and daily monitoring. Our 98% retention rate exists because we manage transitions carefully, not recklessly.