Methodology & results
The numbers behind our claims.
Evidence register
Every figure we publish, with its definition, period and source
We do not publish a portfolio-wide profit-lift average. Named client results carry their own period and basis, and each one links back to the case study it came from.
75+
Ecommerce brands worked with
- Definition
- Distinct brands with a signed engagement.
- Period
- 2021 to date
- Source
- All retained and project clients since 2021
- Caveat
- Includes completed projects, not only current retainers.
98%
Client retention
- Definition
- Clients continuing beyond the initial fixed term.
- Period
- Trailing 12 months
- Source
- Retained clients past their initial term
- Caveat
- Excludes fixed-scope projects, which have no renewal decision.
£620k
Wasted ad spend eliminated
- Definition
- Spend redirected away from SKUs and queries producing negative contribution after COGS.
- Period
- Trailing 12 months
- Source
- Active accounts audited in the period
- Caveat
- Measured per account against its own pre-engagement baseline. Observational, not a controlled experiment.
+94%
Contribution margin increase, Thermos
- Definition
- Contribution margin after COGS, on the corrected conversion baseline.
- Period
- Post-restructure period against the preceding equivalent period.
- Source
- Client account data, after the double-counted conversions were fixed.
- Caveat
- An observational before-and-after comparison in one account, not a controlled experiment.
£520k
Cash recovered from aged stock, UKSoccerShop
- Definition
- Gross cash released from ageing stock. Cash recovered, not contribution, not profit and not ad spend saved.
- Period
- A 45-day recovery programme.
- Source
- Client-reported from their own finance data.
- Caveat
- Always read alongside the 45-day programme window. Not an annualised figure.
+112%
Contribution margin increase, Wilsons Pet Food
- Definition
- Contribution after COGS and shipping.
- Period
- Same period comparison as the revenue figure, year on year.
- Source
- Client account and subscription data.
- Caveat
- Achieved by accepting a worse first-purchase return in exchange for subscription lifetime value.
Our Approach
How we ensure accuracy
Data Collection
Read each result with its named source and limitations. Some figures are client-reported; platform attribution and client finance data answer different questions.
POAS Calculation
POAS compares contribution before advertising with ad spend. Contribution deducts VAT where applicable, product cost, fulfilment and shipping, returns, and payment and transaction fees; it is not net company profit.
Baseline Comparison
Each named case specifies its own comparison period and basis. Before-and-after changes can reflect other factors and do not isolate incremental lift.
Sample Selection
The evidence register lists named cases and separately defined aggregate figures. We do not publish a pooled client improvement benchmark.
Conservative Approach
Read the definition, source, period and caveat for each figure rather than assuming a common measurement basis across clients.
Source transparency
Case pages explain the available measurement basis and its limits. Client access to their own records is not independent third-party verification.
Important Context
What the numbers don't tell you
We want you to make an informed decision. Here are the limitations and caveats that apply to our reported results.
Past performance isn't guaranteed
These are named historical observations, not a portfolio average or forecast. Outcomes depend on margins, competition, seasonality and starting account condition.
Timeframes vary
There is no universal time to an improvement or return after fees. Measurement quality, stock and the work required differ by account.
We're selective
Published cases are selected examples, not a representative sample of every engagement.
External factors matter
Economic conditions, platform algorithm changes, and client-side decisions (pricing, stock levels, website performance) all influence results beyond our control.
Why POAS Matters
ROAS and POAS answer different questions.
Return on Ad Spend (ROAS) compares attributed revenue with ad spend. It leaves out costs that determine what the business keeps.
Profit on Ad Spend (POAS) compares contribution before advertising with ad spend. It includes VAT where applicable and variable costs such as products, fulfilment, returns and payment fees. It is not net company profit, and attribution alone does not prove incremental sales.
Illustrative example calculation
Assumes revenue is net of VAT and excludes fixed overheads. Not a client result.
ROAS
4.0x
Attributed revenue
POAS
1.2x
Before advertising costs
Questions
Questions about our methodology
What results does JudeLuxe achieve for ecommerce brands?
TLDR: Named client results, not portfolio averages. Thermos +94% contribution. £620k waste eliminated in the trailing 12 months.
We publish named client results rather than a portfolio average. Thermos saw a +94% lift in contribution margin after the restructure, and Wilsons Pet Food a +212% revenue lift, each measured against its own preceding period. Separately, we have eliminated £620k in wasted ad spend across active accounts in the trailing 12 months. These are observational comparisons, not controlled experiments, and we do not currently publish a cohort benchmark.
- Contribution lift (Thermos):
- +94%(Named client result, case study)
- Waste eliminated:
- £620k(Trailing 12 months, all active accounts)
- Waste eliminated:
- £620k(Active accounts, trailing 12 months)
- Brands served:
- 75+(Cumulative since founding)
How long until a Google Ads agency delivers ROI?
TLDR: No universal ROI timetable. Compare named cases on their own measurement basis.
There is no defensible universal timetable for a return after fees. Measurement quality, stock, margins and starting account condition shape both the work and the result. Read named client comparisons with their periods and limits rather than treating an account-wide improvement range as a forecast.
- Thermos contribution:
- +94%(Named client, corrected baseline)
People also ask
Next step
See the evidence in the client stories.
Each named result links its commercial decision to the evidence, measurement basis and limits.