About JudeLuxe
The Partner You Don't Need To Micro-Manage.
You are tired of being the smartest person in the room on your own marketing calls.
We change that dynamic.
We bring the strategy to you. We spot the risks before they hit your P&L. We answer the questions before you ask them.
JudeLuxe runs Google Ads accounts for UK ecommerce brands from £3M growth-stage DTCs to £100M+ established retailers, with typical Google Ads spend ranging from £15k to £500k+/month, including cross-market work across the UK, US, EU and UAE.
Finally, you've come across a partner who carries the weight of the outcome with you.
European Search Awards 2026
Best PPC Agency: Winner
National Digital Awards 2026
PPC Campaign of the Year: Winner
Why JudeLuxe Exists
Started because someone asked a question their agency couldn't answer
"Why did we spend 40% more last month?"
Simple question. The agency had two years of data, six dashboards, and a monthly QBR deck. They still couldn't answer it.
The issue wasn't the team. It was the model. Spend goes up, the agency presents the ROAS, the client nods, the meeting ends. Nobody owns the decision because nobody made one. Smart Bidding moved the budget. The agency reported what happened.
JudeLuxe was built to invert that. Every spend decision is logged before the money moves - what we're changing, why, what we expect to see, what triggers a reversal. The account stops being a black box. The conversations stop being post-mortems. That's the difference.
Working Together
What it's actually like
Weekly:
A decision log. Every change made, the spend impact, the expected effect, the success criteria. Five-minute read. The same artefact your CFO sees.
Monthly:
A P&L reconciliation. Performance against your contribution margin targets - not just attributed revenue. Recommendations for next month with cost, expected return, and the reversal trigger if it doesn't work.
Always:
Direct access. Slack, email, phone. No account manager layer. The person trading your account is the person you talk to. Average response: four hours, in business hours.
When it matters:
In person. Strategic reviews, onboarding, peak prep, board-level decisions. We come to you. Birmingham to London is two hours; Birmingham to most of the country is less. Distance isn't the obstacle.
What Guides The Work
Principles that shape every decision
These aren't marketing lines. They're genuine commitments that affect how accounts are run, how reports are written, and how conversations happen.
Clarity over comfort
If the account is leaking £14k a month into branded search you don't need, we'll say so in week one. If your peak prep is six weeks late, we'll say that too. The point of paying for outside judgment is to hear what an internal team can't say.
Decisions over data
Every report ends with a decision - keep, change, kill, escalate. Not a slide of charts. The report is the trigger for the next move, not a record of the last one.
Control over convenience
Smart Bidding is fast. Smart Bidding is also blind to your COGS, your returns curve, your stock depth, and your cash cycle. We feed it the signals it can't see - through the feed, custom labels, value rules, and conversion adjustments - so the algorithm decides inside boundaries you set.
Commercial outcomes first
Every campaign has a job. Most accounts have five running in parallel: Scale, Profit, Protect, Recovery, Gateway. That's BOI® - Bid On Intent - the framework we built to keep commercial purpose attached to every pound of spend. ROAS doesn't tell you which job a SKU is doing. BOI® does.
The Track Record
Built over years of learning what actually works
2021
Founded
Started with a simple belief: ad spend should be intentional.
75+
Brands served
From scaling startups to established eCommerce leaders.
94%
Avg. POAS lift
Consistent profit improvements across clients.
7x
Award wins 2025-26
European Search Awards & National Digital Awards 2026, building on Global Search & British Agency Awards 2025.
Partnership Stability
Relationships built to last
Client retention rate
Clients who renew year-over-year
Average tenure
Mean client relationship length
Response SLA
Maximum response time during business hours
High retention signals something simple: clients get value. We're not chasing new logos-we're focused on delivering results for the brands we already work with.
The JudeLuxe Operating System
Excellence that's systemised, not improvised
"What if one of you gets sick?" is a fair question. The answer: the same thing that happens every day. The system runs. Because our excellence is built into documented processes, automated monitoring, and redundant team structures-not individual heroics.
Enterprise-grade governance for boutique-level attention
138
Documented SOPs
24/7
Monitoring Coverage
4hr
Response SLA
2x
Cover per Account (min)
Documented SOPs
Every process is documented. Account takeover, campaign launches, budget changes, escalations. Nothing lives only in someone's head.
138 operational procedures, version-controlled
24/7 Monitoring
Automated alerts for spend anomalies, conversion drops, and performance thresholds. Issues are caught before they become problems.
Slack alerts, automated pauses, escalation triggers
Cover Protocols
Every account has a primary and secondary team member with full context. Holidays, illness, or departures never create gaps.
Cross-trained team, documented handover process
Exception Governance
Pre-defined limits on budget changes, bid adjustments, and campaign modifications. No single action can materially impact your account without approval.
Tiered approval matrix based on impact level
Enterprise-Grade Security
SOC 2 compliant processes. Least-privilege access. Full audit trails. Your account data is protected to the standard your finance team expects.
MFA enforced, quarterly access reviews
Disaster Recovery
Full account snapshots, campaign backups, and rollback capabilities. If something goes wrong, we can restore in hours, not weeks.
Weekly backups, tested recovery procedures
Q4 readiness isn't a scramble. It's a scheduled event.
Peak season preparation starts in September. Capacity planning, budget forecasting, and contingency protocols are documented before the first Black Friday ad runs.
98%
Client Retention
Leadership
Founded and led by two people who carry the outcome with you
JudeLuxe is founder-run. There is no growth-team layer between you and the people answering your questions. Chris leads commercial strategy and the writing on this site. Gee runs client relationships and the operational discipline that keeps the strategy alive inside live accounts. You'll talk to both - in pitch, in onboarding, in the room when the numbers move.
Co-founder
Chris Avery
Commercial strategist and the voice behind most of the writing on this site. Chris speaks at HeroConf and across the industry on profit-led PPC, the SKU-job framework, and why ROAS is the wrong number to optimise.
Chris on LinkedIn →Co-founder
Gee Kullar
Co-founder of JudeLuxe, working alongside Chris since day one. Gee leads on client relationships and operational rigour, making sure the commercial strategy actually lands inside an account, not just on a slide.
JudeLuxe on LinkedIn →The Team
Global Search Awards 2025: Winners
Most Innovative PPC Campaign. Recognised for the work with UKSoccerShop: a decade-long campaign transformed into a category leader.
The people in this photo are the same people who'll work on your account. No juniors learning on your budget. No handoffs to offshore teams.
This isn't about being conservative with your spend.
It's about being deliberate.
Risks get taken. Spend scales aggressively when it should. Tests run with real budget. The difference is: it all happens on purpose.
You'll know what's being tried, why, and what happens if it doesn't work. No surprises. Just deliberate decisions with clear consequences.
People also ask