Chris Avery

Chris Avery is the Co-Founder of JudeLuxe, a specialist Google Ads consultancy helping DTC ecommerce brands generating £2 million to £100 million+ grow profitably. While much of the industry still obsesses over ROAS, Chris believes it's one of ecommerce's most misleading metrics. Instead, he helps brands make better commercial decisions by aligning Google Ads with contribution margin, product economics and Profit on Ad Spend (POAS).Over the past decade, he's worked with brands across fashion, beauty, home, sports and consumer goods, managing annual media budgets ranging from £100,000 to more than £6 million. Known for challenging conventional PPC thinking, Chris is unapologetically commercial. His audits regularly uncover profitable products hidden by automation, poor account structure and reporting that looks impressive but says little about the bottom line. He's a regular contributor to PPC Live and a familiar voice in the ecommerce and paid search community.