About the Author
Chris Avery
Founder & Lead Strategist, JudeLuxe
I started JudeLuxe after watching too many ecommerce brands optimise for metrics that didn't match their commercial reality. ROAS looked good. Profit didn't.
Now we work with brands spending £10k+ per month on Google Ads who need their spend to be intentional, explainable, and tied to actual business outcomes: profit, cashflow, or strategic growth.
Over the past 10+ years I've managed more than £10M in annual ad spend across 75+ ecommerce brands. Every account I touch gets the same question: "What's this spend supposed to achieve?" If the answer isn't clear, the structure isn't right.
Awards & Recognition
Most Innovative PPC Campaign
Global Search Awards 2025
WinnerPerformance Marketing Agency of the Year
British Agency Awards 2025
WinnerTrack Record
10+
Years in ecommerce PPC
75+
Brands served
£10M+
Annual ad spend managed
28%
Avg. margin improvement
Speaking & Industry
Conference appearances
PerformanceMCR
Profit-First PPC: How Ecommerce Brands Should Actually Measure Google Ads
HeroConf
Beyond ROAS: Commercial Mapping for High-SKU Retailers
Brighton SEO
POAS vs ROAS: Why Revenue-Based Bidding Fails Ecommerce
Google Partners Summit
Margin-Aware Smart Bidding for High-SKU Retailers
Ecommerce Expo
The CFO's Guide to Google Ads Governance
Published Work
Key publications & frameworks
Approach
How I think about Google Ads
Profit-First Measurement
Every account is measured on contribution margin, not platform ROAS. We inject COGS data into bid strategies so the algorithm optimises for profit.
SKU Role Framework
Products are classified as Scale, Protect, Recover, or Pause based on margin and velocity. Each role gets a distinct bidding strategy and budget allocation.
Commercial Transparency
Weekly Loom updates, monthly P&L reports, and explicit trade-off documentation. Every decision is visible and explainable to finance teams.
Areas of Expertise
What I focus on
Profit-First PPC
Structuring accounts around actual margin, not just revenue. Every SKU has a role.
Performance Max
Making PMAX explainable and controllable. Asset groups, segmentation, and feed strategy.
Google Shopping
Feed optimisation, custom labels, and SKU-level bidding for ecommerce at scale.
Commercial Strategy
Aligning ad spend with business goals: cashflow, stock clearance, or margin protection.
Agency Transition
Helping brands switch agencies without losing momentum or historical learnings.
Spend Governance
Budget allocation frameworks that prevent drift and make trade-offs explicit.
Want to discuss your account?
30-minute discovery call. No pitch. Just an honest conversation about whether we can help.