Chris Avery
Director Co-founder @Judeluxe
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WORK HISTORY
Director Co-founder @Judeluxe
GB
I run JudeLuxe - an ecommerce-only Google Ads agency built around one idea:Ad spend should be intentional, explainable, and commercially defensible.Most Google Ads accounts don\'t fail because the execution is poor. They fail because no one can clearly explain why money is being spent.We run Google Ads as a commercial system, not a marketing channel.Clients: Triumph Motorcycles, UK Soccer Shop, Thermos, Whisky Me, and ~40 DTC brands across the UK and US. Spend £3k–£500k+/month. Catalogues up to 5M SKUs.We help 7–8 figure ecommerce brands align ad spend to real business priorities — profit, cashflow, stock clearance, scale — rather than platform defaults or comfort metrics like blended ROAS.How we work:• Assign every SKU a commercial role (profit, cash recovery, clearance, scale)• Make trade-offs explicit, measurable, and time-bound• Use automation and PMax under oversight, not in place of it• Cut tolerated, unintentional spend before it compounds• Build accounts founders and CMOs can explain without platform jargonSelected outcomes:• 56% revenue lift for a skincare brand in 6 months while improving net profit• 37% reduction in wasted spend for a homewares brand via commercial restructuring• Custom PMax scripts for predictable, controlled scaling• SKU-level optimisation frameworks for margin-first scaling• PPC workshops and talks for 50+ ecommerce founders and operatorsCore focus: Google Ads, Shopping, PMax, feed strategy, automation, SKU-level decision making.
SKILLS
ABOUT CHRIS AVERY
Most Google Ads accounts don\'t struggle because execution is poor.They struggle because no one can clearly explain why money is being spent.I run JudeLuxe - an ecommerce-only Google Ads agency for DTC brands.Clients include Triumph Motorcycles, UK Soccer Shop, Closure London, Thermos and Whisky Me. Spend ranges from £3k to £500k+ per month. Catalogues from 100 SKUs to 5M.Recent outcomes:• 56% revenue lift for a skincare brand in 6 months / net profit up alongside it• 37% reduction in wasted spend for a homewares brand via commercial restructuring• Custom PMax scripts that scale predictably instead of melting margin• SKU-level frameworks that decide what scales, what holds, what gets cutWe don\'t optimise for a single metric. We optimise for commercial intent.Sometimes that\'s profit. Sometimes cashflow. Sometimes stock clearance, margin protection, or buying time.What matters is that the trade-off is intentional, explainable, and time-bound.JudeLuxe isn\'t for brands chasing vanity ROAS or outsourcing judgement.It\'s for founders and CMOs who want ad spend that makes sense in a spreadsheet, a boardroom, and a bank account.Want a second opinion on your account?DM me.
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