The electrochemical conversion of CO2 is a promising method of carbon-neutral chemical production. However, commercial realisation in aqueous electrolytes is challenging, due to competition with the hydrogen evolution reaction (HER), and the propensity for CO2 to participate in the carbonate equilibrium reactions. These two phenomena are linked through OH− ions, as both the by-product of the catalytic reactions and the culprit behind the parasitic carbonate reactions. By reducing the local catalyst loading where the CO2 concentration is low, the HER is decreased more than the reactions that are dependent on CO2 as a reactant. Therefore, it is possible to improve reaction selectivity and reactant utilisation while reducing the capital cost of catalyst. We demonstrate this theory through an analytical solution of a 1D flow electrolyser model. We extend this to a comprehensive model of a contemporary gas-diffusion electrode (GDE) setup. We find that the operation costs are dominated by the electrolyser power consumption and, to a lesser degree, the cost of CO2 and its recovery at the anode. We numerically obtain the catalyst loading profiles that maximise operating profit. The optimisation process reveals that profits are maximised for high gas flow rates, and consequently, low single pass conversions, where the CO2 concentration is as high as possible. However, when lower gas flow rates are used for practical reasons, variable catalyst loadings are shown to lead to significant operational improvements, especially in the production of higher C products that require a greater number of electrons transferred. The model is made freely available in MATLAB and its use is encouraged in determining the applicability of variable catalyst loading to future experimental setups.