Chris Avery

Role

Chris Avery is Co-founder of JudeLuxe, the UK ecommerce Google Ads agency retained by 75+ brands turning over between £3M and £100M. His role covers three things: the commercial methodology the agency runs, the strategy set on every retained account, and the audits that open every client relationship. Every discovery call and every profit audit at JudeLuxe is run by a co-founder, and in most cases that is Chris. There is no SDR layer, no junior strategist relay, and no handover between the person who diagnoses an account and the person accountable for fixing it.

Day to day that means sitting between two languages that rarely meet. Marketing teams speak in ROAS, impression share and conversion volume. Finance teams speak in contribution margin, working capital and cash conversion. Chris's job is to make the ad account answer questions the finance team actually asks, then hold the strategy to that answer even when the platform dashboard is telling a more flattering story.

Background

Chris co-founded JudeLuxe in 2021 with Gee Kullar. The agency was built around a single conviction: ad platforms reward revenue, and revenue does not pay the bills. Every framework JudeLuxe runs flows from that starting point.

Before JudeLuxe, Chris spent more than a decade running paid media for DTC ecommerce brands across fashion, food and beverage, sports, and home and living. The pattern that recurred across every account: rising platform metrics, declining contribution margin. The methodology that became the Commercial Decision Layer is the response to that pattern.

Methodology ownership

Chris owns JudeLuxe's proprietary BOI® (Bid On Intent) framework. BOI® is the registered method the agency uses to separate genuine purchase intent from the volume that automated bidding happily buys on a brand's behalf. Rather than treating a Shopping or Performance Max account as one undifferentiated pool of demand, BOI® segments intent by search behaviour, product role and margin contribution, then bids each segment to the commercial outcome it can realistically deliver. It is the reason two accounts with identical ROAS can carry very different profit profiles.

He also owns the agency's POAS approach: bidding and budgeting to Profit on Ad Spend rather than revenue return. That means feeding real product-level margin, return rates and fulfilment cost into the account, structuring campaigns so profitable SKUs are not subsidising loss-making ones, and reporting monthly in the language of contribution rather than platform-reported revenue. The SKU Job Framework, which assigns every product a role of Scale, Profit, Protect, Recovery or Gateway, is the operational half of that approach.

• Commercial Decision Layer - the operating model JudeLuxe runs for retained clients
• POAS for DTC - the definitive guide to Profit on Ad Spend for ecommerce
• From ROAS to POAS - the shift from revenue-led to profit-led paid media
• BOI® (Bid On Intent) - the registered JudeLuxe bidding method
• SKU Job Framework - Scale, Profit, Protect, Recovery, Gateway
• CFO Board Pack - the monthly report template that maps ad spend to P&L

Speaking and recognition

• HeroConf Brighton 2026 - "Every SKU Has A Job" (30 April 2026)
• European Search Awards 2026 - Best Small PPC Agency (JudeLuxe)
• European Search Awards 2026 - Most Innovative Campaign, PPC: Small (JudeLuxe)
• European Search Awards 2026 - Best PPC Campaign, Small: Silver (JudeLuxe)
• 2025 - Performance Marketing Agency of the Year, British Agency Awards (JudeLuxe)
• 2025 - Multiple Global Search Awards wins (JudeLuxe)

Chris writes regularly for operators rather than practitioners: founders, ecommerce managers and marketing directors who need to know whether their spend is compounding or quietly leaking. He also publishes the JudeLuxe Diary, an unedited running account of what is actually happening inside ecommerce accounts week to week.

Selected articles by Chris

• Your SKUs Have a Job Problem: The Framework for Profitable Google Ads
• ROAS Is a Ratio. Here's Why It Lies to DTC Brands
• How Smart Bidding Optimises for Conversions While Ignoring Your P&L
• The Diminishing Returns Curve: Why Doubling Spend Never Doubles Profit
• Why ROAS Looks Good But Profit Is Down
• New SKU Starvation: Why Performance Max Ignores Your Product Launches

Areas of expertise

Profit on Ad Spend (POAS) implementation, BOI® intent-led bidding, Google Shopping and Performance Max strategy, contribution margin reporting for paid media, SKU-level commercial analysis, agency operating models for ecommerce.

Elsewhere

LinkedIn · JudeLuxe Diary · Insights