Gee Kullar

Background

Gee co-founded JudeLuxe in 2021 with Chris Avery. Where Chris owns the methodology layer, Gee owns the operating layer: how a profit-first framework gets translated into weekly cadence, account governance, reporting and the standards every retained client experiences.

His background spans more than a decade of ecommerce paid media operations, with deep concentration on Google Shopping feed strategy, Performance Max governance, and the commercial reporting frameworks that map account activity to client P&L. The agency's service standards and measurement framework are his work.

Role

Gee is the operational half of JudeLuxe. A profit-first method is only worth the paper it is written on if it survives contact with a live account under seasonal pressure, feed changes, stock gaps and platform updates. Gee's role is to make sure it does. He owns the weekly operating cadence on every retained account, the quality bar for account work, the reporting standards clients receive each month, and the internal training that keeps delivery consistent as the team grows.

He is also directly accountable on accounts. Like Chris, he takes client calls himself and stays attached to the accounts he opens, which is deliberate: the person who sets the standard is the person who has to live with it.

Methodology ownership

Gee owns the delivery side of BOI® (Bid On Intent), JudeLuxe's registered bidding method. Where the framework defines how intent is segmented and priced, Gee defines how that segmentation is actually built and maintained inside Google Ads: campaign and asset group architecture, feed structure and labelling, exclusions, budget governance, and the checks that stop an automated campaign quietly re-merging segments the method deliberately separated.

He owns the same translation layer for the agency's POAS approach. Bidding to Profit on Ad Spend depends on clean inputs, so Gee is responsible for how margin, return rate and fulfilment cost data gets into the account and stays accurate, how conversion values are configured, and how the resulting numbers are reported back to a client's finance team. The agency's measurement framework and service standards are his work.

• Client delivery standards and weekly operating cadence
• BOI® implementation inside live accounts
• Performance Max governance and asset group architecture
• Google Shopping feed strategy and SKU-level commercial structure
• POAS data inputs, conversion value configuration and reporting
• Agency operating model and team standards

Recognition and speaking

• 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)
• 2021–present - Co-founder of an agency now retained by 75+ ecommerce brands

Gee's contribution to the agency's award-winning work sits on the delivery side: the campaign architecture and governance behind the entries, and the measurement that let the results be evidenced rather than asserted. He speaks primarily in client and partner settings on Performance Max governance and feed-led Shopping structure, and contributes the operational detail behind much of what JudeLuxe publishes.

Selected articles

• The Asset Group Dilution Problem: How PMax Spreads Budget Across Low-Intent Placements
• Feed Quality Best Practices for the Agentic Commerce Era
• The Dirty Secret of Performance Max
• When to Stop Optimising and Start Restructuring
• Why Your Finance Team Hates Your Google Ads Reports
• Three Accounts, One Approach: Why It Fails

Areas of expertise

Ecommerce Google Ads operations, BOI® implementation, client delivery for DTC brands, Performance Max governance, Google Shopping feed strategy, POAS measurement and commercial reporting, agency operating models.

Elsewhere

LinkedIn · Insights · About JudeLuxe