Gee Kullar

Chief Strategy Officer

JudeLuxe

Gee Kullar is co-founder and Chief Strategy Officer at Judeluxe, a UK based Google Ads agency specialising in e-commerce, managing clients from across the world including Thermos, Triumph, REFY and Closure London. He also co-founded DataLeadr, Judeluxe's sister data company.

His work sits where paid search meets the P&L: SKU-level profit
measurement, feed infrastructure, and automation connecting Merchant Center to what's actually happening in the warehouse.

He built BOI, Bid On Intent, the framework in this session, along with the prediction-scoring systems behind it, now running across live client accounts. He would rather show you a profit line than a ROAS chart.

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Session topic:

Give Every SKU a Job: Why Bidding on Commercial Intent
Beats Everything Else You've Tried

Most e-commerce accounts optimise thousands of SKUs against one blended target, and the average hides everything that matters. Labelling SKUs by past performance is a step forward, but a label is a review, not an instruction.

This session introduces BOI, Bid On Intent: every SKU carries one commercial job, set by the P&L, reassessed weekly as stock, cash and demand move.

Using live account data, Gee shows what happened when a real account was
restructured this way, including the metrics that got worse on purpose and the profit line that didn't. You'll leave with a working framework and one question to ask on Monday.

Key Takeaways:

  • Why a single blended target across thousands of SKUs quietly funds your worst products with your best, and why performance labels stop one step short of fixing it.
  • The five commercial jobs a SKU can carry (Scale, Profit, Protect, Recovery, Gateway), how the P&L decides which one, and why a SKU should never hold two.
  • How to judge the switch honestly: which dashboard metrics should get worse, which business metrics should get better, and how to score your own predictions against reality.