Chris Avery — Google Ads for eCommerce, bid to commercial intent - profit, cashflow, stock clearance, margin | BOI® | 2× European Search Awards Winner 2026 | Triumph, Thermos, UK Soccer Shop

About Chris

Most Google Ads accounts don't struggle because execution is poor. They struggle because every pound is bid against one number - a blended ROAS target - regardless of what the business actually needs that money to do. I run JudeLuxe, an ecommerce-only Google Ads agency for DTC brands. Clients include Triumph Motorcycles, Thermos, UK Soccer Shop, Closure LDN and Whisky Me. Spend from £3k to £500k+ per month. Catalogues from 100 SKUs to 5 million. We built BOI® - Bid On Intent - because a healthy ecommerce business doesn't have one goal. Some weeks the job is profit. Sometimes it's cashflow. Sometimes it's clearing ageing stock, protecting full-price margin, or buying time. Blended ROAS treats all of those as the same job. It isn't. BOI® prices every auction against the commercial intent behind it: • Every SKU costed first - contribution margin, break-even ROAS, break-even CPA • Each product assigned a job: scale, hold, clear, or cut - and bid to that job's number • Feed engineering as the root lever, because the feed decides what Google can do before bidding starts • Custom PMax controls that restore SKU-level visibility inside black-box campaigns Recent outcomes: • 56% revenue lift for a skincare brand in 6 months - net profit up alongside it • 37% reduction in wasted spend for a homewares brand via commercial restructuring• 2× European Search Awards 2026: Best Small PPC Agency & Most Innovative PPC Campaign The result isn't just a better-performing account. It's a healthier business: cleaner stock, protected margin, cash where it's needed, and spend that's explainable in a spreadsheet, a boardroom and a bank account. JudeLuxe isn't for brands chasing vanity ROAS or outsourcing judgement. Every trade-off we make is intentional, explainable and time-bound. ▶ Want to know what your account actually makes after COGS, shipping and returns - and which SKUs are doing which job? The SKU-Level Profit Audit costs every SKU, maps 12 months of spend to margin, and quantifies your leaks in £/month. Book it here: https://www.judeluxe.com/audit