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    European Search Awards 2026 · Best Small PPC Agency

    Google Ads for ecommerce

    When Google Ads looks healthy but the business doesn’t.

    We manage Google Ads around what the business actually needs from each product: profit, margin, stock, customer acquisition and what needs to sell. Not just the conversions Google finds easiest.

    More profit. Better stock decisions. More valuable customers. Less money wasted on the wrong growth.

    See what we’d questionSee how BOI® works

    No account access required.

    Google sees conversions.
    We see what each SKU needs to do.

    BOI® — Bid On Intent

    Hover to see what JudeLuxe sees

    Trusted by leading brands

    Thermos logo
    UK Soccer Shop logo
    Triumph logo
    Refy logo
    Fat Cow Skincare logo
    Loaf logo
    Closure LDN logo
    Ann's Cottage logo
    Lisa Angel logo

    Your Google Ads account can be “performing” while your business isn’t.

    That’s exactly our problem. See how JudeLuxe approaches it

    What changes for you

    Better decisions about where your money goes.

    • Keep more of the revenue you generate

      Stop treating revenue as the finish line. Advertising decisions made around what actually contributes.

    • Put budget behind the products that matter

      Not simply whichever products Google’s automation finds easiest to convert.

    • Turn stock back into cash

      Advertising can have a different job when inventory is ageing or overstocked.

    • Acquire customers worth acquiring

      Judge acquisition against customer economics rather than demanding every first order hits the same ROAS.

    • Know why you’re spending the next £1

      More control over what gets funded, what doesn’t, and why.

    Less of this

    • Blended targets
    • Budget following easy conversions
    • Revenue celebrated without contribution
    • Stock ignored by PPC
    • “Google recommends increasing budget”

    More of this

    • Contribution
    • Intentional allocation
    • Cash recovery
    • Valuable customers
    • Commercial control
    That’s the point.

    Three brands. Three different problems. Three commercial outcomes.

    We’d take this trade all day.

    Thermos

    The problem
    Paid search was being managed around advertising efficiency rather than contribution.
    What looked fine in Google Ads
    Conversions were being counted more than once, so the account looked healthier than it was.
    Decision
    Measurement was corrected first, then the account was restructured around product-level contribution.
    Commercial result
    +94% contribution margin

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

    Read the full case study

    UKSoccerShop

    The problem
    Ageing and end-of-season stock was tying up cash the business needed back.
    What looked fine in Google Ads
    Campaign targets were being met while inventory kept ageing.
    Decision
    Demand was pushed towards ageing stock inside a contribution floor and a fixed time box.
    Commercial result
    £520k gross cash recovered

    Gross cash released from ageing stock during a 45-day recovery programme, client-reported from their own finance data. This is cash recovered, not contribution, not profit and not ad spend saved. Always state the 45-day programme alongside the figure.

    Read the full case study

    Wilsons Pet Food

    The problem
    New and existing customer economics were not separated in the advertising.
    What looked fine in Google Ads
    Blended returns hid how differently those customers behaved after the first order.
    Decision
    The account was rebuilt around customer value rather than a single blended account target.
    Commercial result
    +112% contribution margin

    Contribution after COGS and shipping, same period comparison.

    Read the full case study
    75+ ecommerce brands worked with since 202198% client retentionAll results and methodology

    Different thinking should lead to different decisions.

    Anyone can say they understand profit, margin and ecommerce. What matters is whether that understanding changes what happens in your account.

    Google Ads says
    JudeLuxe asks
    Increase budget
    Should we actually spend more?
    ROAS is improving
    Is contribution improving?
    This product converts well
    Is this the product we need to sell?
    PMax is hitting target
    What demand is actually generating the result?
    Revenue increased
    What happened to profit?
    Scale the campaign
    Do stock and margin justify scaling it?

    Which means sometimes we’ll tell you to…

    • Spend less.
    • Stop pushing a product.
    • Ignore Google's recommendation.
    • Protect margin instead of chasing revenue.
    • Prioritise stock Google wouldn't have prioritised itself.
    • Not launch the promotion.
    • Leave something alone because it's already working.

    That’s what we mean by commercial PPC.

    BOI® — Bid On Intent

    Google predicts the likelihood and value of a conversion.

    We add another question: how valuable is this demand to the business?

    BOI® is JudeLuxe’s framework for connecting advertising intent with commercial intent, so budget isn’t allocated purely according to what Google’s automation finds easiest to convert.

    Explore how BOI® works
    1. 01Demand
    2. 02Product
    3. 03Margin
    4. 04Stock
    5. 05Customer economics
    6. 06Commercial priority
    7. 07Advertising decision
    Same product. Different job.

    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. It is the number each SKU’s job is managed against.

    Here’s what this looks like in the real world.

    • Business size£15m ecommerce brand
    • Google Ads spend£100k / month
    • Reported ROAS620%
    • Revenue+14%
    • Ad spend+31%
    • Contribution+3%
    • Slow-moving inventory£400k
    Spend +31%. Contribution +3%.

    Google Ads

    Performance is strong.

    Finance

    Something doesn’t add up.

    What JudeLuxe investigates

    1. 01

      Where has incremental spend gone?

    2. 02

      Which products are absorbing it?

    3. 03

      What are their margins?

    4. 04

      Which inventory actually needs demand?

    5. 05

      How much demand is incremental?

    6. 06

      What happens if we don't increase spend?

    The answer might be to scale. It might be to spend less.

    Or keep the next £1.

    Here’s what that judgement looked like for real clients.

    See real client results

    What we’d question first.

    Commercial review: A 30-minute commercial diagnosis of where your Google Ads spend is losing contribution. Thirty minutes, no pitch and no preparation required. Senior specialists work directly on your account. No junior handoff.

    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 →

    1. 01

      What is the spend actually buying?

      Brand versus non-brand, and how much of the reported growth would have happened anyway.

    2. 02

      Which products are carrying the account?

      Contribution by SKU, not revenue by campaign. Margin, returns and fulfilment included.

    3. 03

      What is the stock position telling you?

      Cover, ageing and end-of-season lines that advertising should be treating differently.

    4. 04

      Where is the next £1 going, and why?

      Whether budget is following the commercial objective or whichever conversions are easiest.

    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: £10k+ per month in Google Ads.

    We work with established ecommerce brands. Our typical retained client invests £10k+ per month in Google Ads, though fit is set by catalogue complexity and commercial opportunity rather than a spend threshold.

    FAQ

    Common questions, straight answers.

    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.

    Google Ads isn’t the objective. The business is.

    • Profit
    • Stock
    • Cash
    • Customers
    • Growth

    Google Ads is one of the levers. We manage it as one.

    More than PPC. Remember?Show us what’s not adding up

    Google Ads should answer to your P&L.

    Find out what your ROAS is hiding. Three quick questions, then your details.

    Step 1 of 520%

    What's your biggest frustration with Google Ads right now?

    Select the one that resonates most.