# Chris Avery

Chris Avery advises ecommerce businesses on Google Ads, connecting campaign performance with margins, stock, customer economics and growth decisions.

- Profile: https://b2binfluencer.marketing/creators/chris-avery/
- LinkedIn: https://www.linkedin.com/in/chrisaveryjudeluxe
- LinkedIn followers: 9,207
- Topics: ecommerce, paid-ads, unit-economics, google-ads
- Based on 9 dated posts, latest 2026-10-08

## Summary

Chris Avery offers a second opinion on whether Google Ads spend supports ecommerce margins and growth decisions.

- Best for: Established ecommerce brands spending £10,000 or more a month on Google Ads needing review.
- Not for: Brands seeking paid sponsored posts, media kits, or influencer style campaigns.
- Check first: Confirm whether they accept sponsorship work and ask for audience, engagement, rates and formats.

### Takeaways

- A £24.99 product leaves £3.54 before advertising after production, shipping, returns and payment fees.
- Spending £15 to acquire a customer would lose £11.46 per sale.
- A free 30-minute Commercial Review involves an initial conversation with no account access.

## Main ideas

- **Fix the underlying economics before buying traffic**: Chris Avery's central position is that Google Ads cannot repair a business whose unit economics do not work: scaling spend on weak margins only makes the losses bigger. The reasoning is arithmetic: work out what is left on each sale after cost of goods, shipping, returns and payment fees, compare that with the cost of acquiring a customer, and see whether the business can break even, let alone profit. Where it cannot, the stated order of work is pricing, suppliers, shipping, average order value and built-in margin before any campaign goes live. They put a number on it: 40% of the businesses reviewed over the past year should not go near Google Ads yet.
- **Running the account is a different job from judging the business**: A second argument draws a line between someone who can build campaigns, adjust targets, keep an account tidy and report what happened last month, and someone who can explain why extra spend is not paying back, which products deserve investment and whether the growth plan makes sense. Avery frames these as different requirements and treats "ROAS has dropped" as an unhelpful place to stop, because both sides can already see the number. The useful questions are what caused it, what is changing, what to expect and how much the business is prepared to spend finding out. When every hard question ends in "give it more time", they say, the business eventually starts questioning what it is paying for.
- **Agency support is only a fix if it adds expertise, capacity and accountability**: Chris Avery argues for specialist agency support on a specific basis: several people who can challenge each other's thinking, investigate different parts of a problem and cover the account when someone is away, so the business's Google Ads capability does not depend on one person's holiday. They pair the argument with a caveat about agency work, including their own: an agency still has to prove it can do the job, and swapping one overwhelmed employee for one overwhelmed account manager and a nicer PDF achieves nothing. What is being bought on this account is the expertise, capacity and accountability the business was missing, not a change of reporting format.
- **A second opinion should start with a conversation, not account access**: The first step is deliberately low friction: it does not require firing an existing agency or handing over an ad account. A brand sends the store, its approximate spend and what is bothering it; that is read before a call is arranged; the review itself is a free 30 minutes. A detailed audit is separate work, agreed only if it makes sense. Chris Avery states a fit threshold rather than taking any enquiry: usually established ecommerce brands spending £10k or more a month on Google Ads, with complexity and opportunity also mattering. Leaving with sharper questions for the current team is a reasonable outcome.

## Work to read

- [“I told a founder their baby was ugly” — the unit-economics teardown before any Google Ads spend](https://www.linkedin.com/posts/chrisaveryjudeluxe_ecommerce-marketing-startups-activity-7303679947196297216-FXqU)
- [Why replacing an in-house Google Ads hire with an agency is not automatically a fix](https://www.linkedin.com/posts/chrisaveryjudeluxe_weve-had-an-influx-of-enquiries-from-ecommerce-activity-7513183936114577408-XtMl)
- [The free Commercial Review: what a first 30-minute conversation involves](https://www.linkedin.com/posts/chrisaveryjudeluxe_commercial-google-ads-review-for-ecommerce-activity-7513606672586625024-HKx_)

## Partnerships

The posts describe client work rather than creator sponsorship. They include no sponsorship packages, rate card, media kit or disclosed brand partnership, so marketers should ask whether sponsorship work is accepted. The commercial route for ecommerce brands is a free 30-minute Commercial Review: send the store, approximate spend and the problem to examine, then hear back before arranging a time. No Google Ads account access is needed for that first conversation. A detailed audit is separate, agreed work. Chris Avery says this is usually a fit for established ecommerce brands spending £10,000 or more a month on Google Ads, depending on complexity and the size of the opportunity. The posts also discuss replacing an in-house Google Ads hire with agency support, arguing the value lies in expertise, capacity and accountability rather than a tidier report: replacing one overwhelmed employee with one overwhelmed account manager and a nicer PDF achieves nothing.

## Alternatives

- Jordan Fry: Choose Jordan Fry when the board wants to know whether reported return on ad spend is real, particularly for brand search and incrementality, rather than who should run the account. Fry explains Conversion Lift on Search and Performance Max: a holdback test that measures which sales ads actually caused. They also detail the qualification limits: at least 1,000 observed conversions, at least $5,000 in campaign budget, and not every account. Fry shows how a Google Target ROAS calculator based on margin produces a breakeven number, not a target. A 15% margin gives 667% Target ROAS; a real margin of 12% after shipping, returns and fees moves breakeven to 8.33x. This is more useful than Chris Avery's material when the brand needs to prove or disprove incrementality and set targets using true margin.
- Martin Davies: Choose Martin Davies when the immediate question is why sales are slowing and whether lower market demand or competitor activity is to blame. Davies describes auditing ecommerce Google Ads accounts after a hot summer changed buying behaviour, and offers a specific check: run an impression share report by day for the past 30 days or from before the dip. If impression share holds, demand is lower; if it falls, competitors are likely taking share. Davies also covers whether to exclude brand terms from Performance Max, pointing to a script that tracks brand versus non-brand clicks, conversions and share of brand revenue over time. They argue that moving brand to search and adding negative keywords can lower short-term return on ad spend while benefiting the business overall. This is a better fit than Avery's material when the board wants an account-level diagnosis of falling demand or competitor pressure.
- Cameron Bottura: Choose Cameron Bottura when the brand is deciding how to choose and manage an ecommerce paid-media agency, or the board wants a founder who has publicly addressed agency pricing, client boundaries and profitable paid media. Bottura's posts describe starting The Ad Lounge in March 2024 with less than £300 in savings and an overdraft, taking over two years to set pricing, dropping a client who interfered with the account, and bringing in a co-founder in January 2025 to establish structured pricing and boundaries. The agency is positioned as a profitable paid media agency for ecommerce brands. Bottura's posts also include cold-outreach examples showing what can prompt a brand to start a conversation: a specific account observation, a useful fix such as using a CSS to save up to 20% per click in the UK, and a case study. This is more relevant than Avery's material when the brand is weighing agency fit and working relationships rather than a technical second opinion.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/