Ecommerce Google Ads Management
Google Ads should answer to your P&L
Not just Google's dashboard. JudeLuxe manages Google Ads for ecommerce businesses using the commercial economics underneath the account: profit, margin, stock, customer acquisition and product-level performance.
The real question isn't "how do we improve ROAS?"
Where should the next £1 go?
Fixed fee from £2k/month · 3-month initial term, then rolling
75+
Ecommerce brands managed
98%
Client retention, trailing 12 months
3.5yr
Average client tenure
01 / Where we start
Most Google Ads management starts inside Google Ads. We think that's backwards.
Campaigns matter. Bidding matters. Search terms matter. Feeds matter. Performance Max matters. But all of those decisions should come after understanding what the business is actually trying to achieve.
The account is downstream of the business. So that's where we start.
- 01What products make money?
- 02Which products acquire valuable customers?
- 03Where is stock ageing?
- 04Which categories have room to scale?
- 05Which markets are commercially attractive?
- 06What do finance, ecommerce and buying each need from the channel?
02 / Definition
What does Google Ads management actually mean?
At JudeLuxe, retained management means taking responsibility for the Google Ads programme as a commercial investment. Not simply keeping the account tidy.
Strategy. Account architecture. Budget allocation. Search. Shopping. Performance Max. Product feeds. Merchant Center. Measurement. Testing. Reporting. Commercial analysis. And the ongoing decisions that connect all of them.
The difference starts with the objective.
Most accounts are optimised towards revenue, ROAS, CPA and conversions. Perfectly valid advertising metrics. But ecommerce businesses contain much richer commercial information: margin, COGS, returns, inventory, customer type, lifetime value, seasonality, supplier funding and working capital.
Those things change what good performance looks like. We bring that context into the advertising decision.
Revenue isn't profit.
Two products. Both generate £500 revenue from £100 of spend. Both report 5.0 ROAS. One leaves £200 after product costs and advertising. The other leaves £25. Same ROAS. Very different business outcome.
Understand POAS →03 / The approach
One catalogue. Five commercial jobs. Bids that reflect what each SKU is actually doing.
Most agencies apply a single ROAS target across your entire account. But your business doesn't work that way. New launches need investment. High-margin heroes should maximise profit. Slow-moving stock needs to clear. A blunt single target ignores all of this. The BOI® framework fixes it at the bidding layer: every SKU is assigned one of five commercial jobs based on margin, stock position, cash impact, and customer-acquisition role.
- Scale
- Profit
- Protect
- Recovery
- Gateway
The mix of jobs depends on your catalogue, cash position and customer economics, not a fixed template. We review stock, margin and demand, and people decide when to change a job. Large catalogues need stronger monitoring, while B2B ecommerce introduces customer-group pricing and longer buying cycles. Accounts with structural issues may need an account review before retained management.
04 / The methodology
Map. Assign. Build. Govern.
The framework operates as a four-stage discipline. Each stage feeds the next; the cycle repeats weekly.
Map
We map every SKU against your commercial reality - contribution margin, stock velocity, cash cycle, customer-acquisition role. Product-level precision, not category-level guessing.
Assign
Each SKU receives one of the five BOI jobs: Scale, Profit, Protect, Recovery, or Gateway. One job at a time, never two. The job reflects what the business needs from that product right now.
Build
Campaign structure follows commercial intent, not Google's defaults. Asset groups, bidding, value rules, custom labels, and budget allocation all reflect what each SKU is supposed to achieve.
Govern
Review stock, margin, cash impact and demand with the client. People decide when a product's job changes, rather than an automated reassignment schedule.
05 / What's included
Complete management, not just optimisation
Senior-Led Execution
Your account is managed by senior strategists, not junior execs following playbooks. Every decision considers commercial context, not just platform metrics.
Weekly Loom Updates
A 5-10 minute video each week showing what happened, why it happened, and what we're doing next. No monthly reports that arrive too late to act on.
Slack/Teams Access
Direct access to your account team. Questions answered within 4 business hours. No ticketing systems or account manager gatekeepers.
Monthly Strategy Calls
Scheduled calls to align on commercial priorities, review performance against P&L goals, and adjust approach based on business changes.
Full Account Transparency
You own the account. You have full access. We never hold accounts hostage or obscure what we're doing. Everything is visible.
Commercial-First Reporting
Reports built around contribution margin, realised revenue, and cash impact-not platform ROAS. Finance teams can actually use our numbers.
Full Campaign Management
- 01Google Shopping / Standard Shopping
- 02Performance Max campaigns
- 03Search campaigns (brand and non-brand)
- 04Display remarketing
- 05YouTube campaigns
- 06Demand Gen campaigns
Commercial Infrastructure
- 01Feed optimisation and management
- 02SKU-level profitability mapping
- 03Custom scripts and automation
- 04Conversion tracking audit
- 05First-party data integration
- 06Google CSS partnership (full bid enters eligible Shopping auctions; realised impact varies)
06 / Who this is for
Built for £3M–£100M ecommerce brands
JudeLuxe works with ecommerce brands turning over £3M to £100M. Around £10k a month on Google Ads is a typical fit, not a minimum.
Google Ads spend and catalogue fit
We welcome enquiries below our typical spend. The right scope depends on the catalogue and the work needed.
Ready to move beyond ROAS theatre
You care about what hits the P&L, not what the platform reports as "return".
Frustrated with agency distance
Monthly reports that arrive too late. Account managers who don't understand your business. Junior staff doing the actual work.
Not for everyone:
If you're a startup still finding product-market fit, a lead-gen business, or looking for the cheapest possible management-we're not the right fit. This is for established ecommerce brands ready to treat Google Ads as a commercial lever, not a marketing expense.
Ready for Google Ads that works around your business, not the other way around? Book a 30-minute commercial review. From £2k/month, fixed fee, 3-month initial term.
Book a commercial reviewFAQs
Common questions
Weighing JudeLuxe against other Google Ads agencies?
See how a senior-led, profit-first retainer compares to named UK agencies, in-house teams and freelancers.
How we decide
BOI®
BOI® (Bid On Intent) gives every SKU one commercial job at a time. Bidding follows that job rather than a blended target that quietly averages winners and leakers.
- Scale
- Profit
- Protect
- Recovery
- Gateway
Verified case study
Thermos
+94% contribution margin under retained management
Senior-led retained Google Ads run on contribution margin, not blended ROAS. Corrected double-counted conversions, rebuilt the account by COGS tier, and moved every decision onto a profit signal.
Read the full case study+94%
Contribution margin
+86%
Revenue YoY
Senior-led
No junior hand-offs
Period, comparison basis and source are stated on the case study and evidence register.
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