How we work
Google Ads run as a system you can actually understand.
Not a black box. Not “trust the algorithm.” One operating story where every decision is visible, every spend is intentional, and every result is explainable.
The working relationship
From first access to the next decision.
For established ecommerce retailers typically doing £3m+ a year online, the question is not just how we run ads. It is what we need from you, who approves a change and what you can inspect afterwards. We start with commercial discovery, diagnose the account, agree a phased build and then operate to your objectives. BOI® gives each product a job; the Five Rounds keep those jobs under review.
Onboarding and operation
Four stages. A decision at each gate.
The sequence is a working map, not a fixed timetable or results promise. Incomplete data changes what we can conclude and may require readiness work before a build.
- 01 / Stage
Commercial discovery
- What we need
- Your trading objectives, available margin and COGS data, returns and fulfilment costs, stock position, promotions and a client-side decision owner.
- What we do
- Agree what each product or category needs to do commercially. Identify missing cost data and the readiness work needed before using it for decisions.
- What you receive
- A written commercial brief: objectives, cost definitions, data gaps and initial BOI® job hypotheses (Scale, Profit, Protect, Recovery or Gateway).
- Decision / approval gate
- Your trading owner confirms priorities and what can be inferred from the available data.
- 02 / Stage
Account, measurement and feed diagnosis
- What we need
- Read access to Google Ads, Merchant Centre and analytics, plus current measurement definitions, feed access and the owner of each data source.
- What we do
- Check conversion quality, campaign and feed structure, product availability and the existing measurement baseline. Assess available platform or ERP data and technical access, not assume an integration exists.
- What you receive
- A diagnosis with a measurement baseline, feed and tracking issues, uncertainties and a prioritised action list.
- Decision / approval gate
- Agree what is reliable enough to act on and who owns any feed or tracking fixes before changing signals.
- 03 / Stage
Agreed phased transition and build
- What we need
- Budget and target approvers, the trading calendar, implementation ownership, access permissions and any incumbent handover constraints.
- What we do
- Agree what stays live, sequence justified changes, document a monitoring plan and set reversal criteria before rollout. Coordinate access and handover with the incumbent where needed.
- What you receive
- A staged change plan showing owners, approvals, baseline comparisons, monitoring and when a change would be paused or reversed.
- Decision / approval gate
- Your authorised owner approves budgets, targets and material changes; technical work is assigned within the agreed scope.
- 04 / Stage
Ongoing operation
- What we need
- Timely stock, margin, returns and promotion updates, plus decisions on any changed commercial priorities.
- What we do
- Use the Five Rounds to review economics, intent, allocation, tests and the decision log. Revisit BOI® jobs when evidence or trading needs change.
- What you receive
- An agreed reporting view, decision log, action list and review agenda with owners and triggers for revisiting decisions.
- Decision / approval gate
- Your commercial owner decides the trade-offs and signs off changes outside agreed approval boundaries.
Responsibilities
Who does what.
The named lead and client owners are agreed at the start. Your team owns the commercial trade-offs; feed, tracking and development responsibilities must be assigned explicitly, not assumed.
- Named JudeLuxe lead
- ContributionA co-founder or strategist, depending on the account, owns the diagnosis, recommendations, Google Ads decisions and the decision log.
- Decision authorityProposes changes within the agreed remit; escalates decisions outside it.
- Client trading / ecommerce owner
- ContributionShares stock, promotions, demand priorities and trading constraints; challenges the commercial assumptions.
- Decision authorityRetains commercial decisions and agrees budgets, targets and approval boundaries with the authorised approver.
- Client finance input
- ContributionSupplies or validates margin, COGS, returns, fulfilment, payment costs and VAT treatment where relevant.
- Decision authoritySigns off cost definitions and flags gaps; does not have to manage the ad account.
- Implementation / development owner
- ContributionNamed together at scoping: responsible for agreed feed, site or tracking changes and checking their effect.
- Decision authorityTechnical implementation and any external platform work are scoped, not automatically included.
Communication channel and cadence, escalation response times, approval thresholds, handover period and contractual terms are agreed per scope. Assessing ERP or platform connectivity means checking available data and access; it does not include unagreed integration work.
Five Rounds
A review discipline, not a weekday promise.
BOI® assigns the product's commercial job. The Five Rounds are the questions we return to as the account operates. Their order and frequency follow the account and the agreed review cadence.
- 01
Reconcile
Compare spend with the available contribution and trading data; flag where inputs are incomplete.
- 02
Re-segment
Check query intent and product jobs against stock, demand and margin changes.
- 03
Allocate
Propose bid and budget changes against approved targets and authority limits.
- 04
Test
State the hypothesis, comparison and decision rule before making a test change.
- 05
Record
Log evidence, decision, owner, expected effect and the condition for revisiting it.
What you receive
See a real report. Read the decisions.
This is a real client report. We've removed the client's identity, account data and commercially sensitive figures. The structure, reasoning and recommendations are genuine.
View the anonymised real client report (PDF)See how we report commercial performance and how BOI® frames product decisions.
One example of how we communicate commercial decisions with clients. Reporting varies according to the business, its data and what needs deciding.
How to read it
Follow the source evidence to the commercial implication, then the recommendation, its owner or decision and the trigger for reviewing it. The report distinguishes Google Ads reported value from calculated contribution and says what remains unverified. Attributed value is not incremental sales; its contribution estimate relies on client-supplied margins, not a complete accounting profit calculation.
The working outputs
- Decision log: what prompted a decision, what was agreed and what would change it.
- Action list: priority, named owner, dependency and approval status.
- Review agenda: baseline movement, unresolved inputs, stock and promotions, decisions awaiting approval and what to test next.
Decision log
A decision can be challenged.
Record the signal, proposed action, expected effect and what a later review found. The owner can disagree; the trade-off stays visible.
Illustrative worked examples, not client results or forecasts
EvidenceA priority product is running short of stock.
DecisionPropose limiting exposure until replenishment is confirmed.
ExpectedAvoid promoting unavailable demand.
ActualPending: revisit when stock cover changes.
EvidenceReported ROAS rises while available cost data points to lower contribution.
DecisionReview product mix and cost definitions before increasing budget.
ExpectedClarify whether the extra spend serves the agreed objective.
ActualPending: compare against the agreed baseline.
| Evidence | Decision | Expected | Actual |
|---|---|---|---|
| A priority product is running short of stock. | Propose limiting exposure until replenishment is confirmed. | Avoid promoting unavailable demand. | Pending: revisit when stock cover changes. |
| Reported ROAS rises while available cost data points to lower contribution. | Review product mix and cost definitions before increasing budget. | Clarify whether the extra spend serves the agreed objective. | Pending: compare against the agreed baseline. |
When the situation changes
Five questions that change the next move.
- 01 / Scenario
Stock shortage
- Signal
- A promoted line approaches its stock constraint.
- Question
- Is spend bringing forward demand the business cannot fulfil?
- Possible action
- Consider limiting exposure or redirecting demand to an available line, subject to trading approval.
- Review condition
- Recheck when replenishment or stock cover changes.
- 02 / Scenario
Returns or margin erosion
- Signal
- Return rates rise or the supplied unit economics change.
- Question
- Does the order still contribute after returns and fulfilment?
- Possible action
- Recalculate where the inputs permit it, then revisit the product's BOI® job or target.
- Review condition
- Review after updated returns and cost data are validated.
- 03 / Scenario
ROAS up, contribution down
- Signal
- Attributed revenue per ad pound improves, but post-ad contribution falls in the available data.
- Question
- Has the mix shifted to lower-margin products or has a cost definition changed?
- Possible action
- Separate attribution movement from product economics before changing allocation.
- Review condition
- Compare like-for-like periods and verified cost inputs.
- 04 / Scenario
Upcoming promotion
- Signal
- A trading event changes price, stock or expected demand.
- Question
- Which products can support more demand at the promotional economics?
- Possible action
- Agree temporary priorities and budget authority with the trading owner.
- Review condition
- Review at the agreed promotion end or if stock or margin changes.
- 05 / Scenario
Broken measurement
- Signal
- Conversion values or counts stop reconciling with the agreed baseline.
- Question
- Which decisions can still be supported without trusting that signal?
- Possible action
- Escalate the issue to the agreed tracking owner; avoid optimising to a suspect value.
- Review condition
- Resume the affected decisions after the fix is checked against the baseline.
These are decision scenarios, not client results or automatic BOI® job changes.
Changing agency
Change the account deliberately.
First review access and establish a measurement baseline. Agree with your trading owner and incumbent what stays live, which permissions and assets must be handed over, and who owns each outstanding feed or tracking issue. Do not replace a working structure simply because the agency changed.
Then stage justified changes, monitor against the agreed baseline and document conditions for pausing or reversing a change. Coordinate the handover with the incumbent where possible. The overlap, responsibilities and period depend on scope; neither uninterrupted revenue nor free parallel operation is promised.
Read the switching guideWhat success means
Agree the measure before the move.
Define the objective, baseline, cost inputs and comparison before evaluating a change. Contribution before advertising means revenue less COGS, fulfilment and shipping, returns and payment or transaction fees; subtract advertising for post-ad contribution. Account for UK VAT where relevant. This is not net profit.
Where costs and order data support it, assess contribution alongside customer economics and stock or cash outcomes. Where they do not, state what is missing rather than infer profit. Google Ads attribution describes credited activity; incrementality asks what would have happened without the ads and requires an appropriate comparison, not a ROAS chart.
Read the measurement frameworkQuestions
Practical questions, straight answers.
Next step
Ready to work this way?
Start with a 30-minute commercial review. We'll discuss your account, the available data and what needs deciding next, not promise a written audit from one conversation.