Multi-Brand Retailer
£8.5M annual revenue
£320k
Annual P&L improvement
2.3x
Contribution margin lift
-47%
Wasted spend eliminated
£26k/mo
Avg. profit uplift
The Challenge
Managing 15,000+ SKUs across multiple brands with no unified view of which products deserved spend and which were being tolerated.
The previous agency had set up campaigns by brand, but within each brand, products competed for budget regardless of margin, stock level, or commercial priority.
Low-margin bestsellers consumed 80% of spend while high-margin products with real profit potential sat invisible. No one could explain why budget went where it did.
Diagnostic Summary
What Was Misread
Blended ROAS across 15,000 SKUs masked that 80% of budget was going to 20% of products-many of which were low-margin bestsellers that looked good but contributed little.
What Was Diagnosed
No commercial scoring existed. Products were treated as equals regardless of margin, stock velocity, or strategic priority. Budget allocation was essentially random from a profit perspective.
What Was Not Changed
The brand-level campaign structure was preserved. We added commercial scoring as a layer within existing campaigns rather than rebuilding the entire account from scratch.
What Risk Was Avoided
Continuing without product scoring would have meant scaling unprofitable volume. The 47% wasted spend we eliminated was actively eroding contribution margin on every order.
Engagement Timeline
How the engagement progressed
Product Scoring Framework
Built custom scoring combining margin, stock velocity, and competitive position across the multi-brand catalogue.
Commercial Tiering
Segmented catalogue into 5 commercial tiers with distinct bid strategies and budget allocation rules.
Automation & Governance
Automated budget allocation based on commercial priority. Established weekly accountability calls with decision logs.
P&L Impact
£320k annual P&L improvement, 2.3x contribution margin lift, 47% wasted spend eliminated.
The Numbers
Commercial impact across the portfolio
Our Approach
Commercial product scoring that puts profit first
Built custom product scoring combining margin, stock, and velocity
Segmented catalogue into 5 commercial tiers with distinct strategies
Automated budget allocation based on commercial priority
Weekly accountability calls with documented decision logs
"The difference is they think commercially, not just technically. They understand that ROAS isn't the whole story."
Emma Thompson, Head of Performance, Multi-Brand Retailer
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