We significantly improve the performance of Google Ads Accounts

About Cambridge Xyz

Cambridge Xyz has been instrumental in helping numerous businesses grow significantly.

Companies that we work with understand how incredibly complex Google Ads is. They want to unlock the significant opportunities that Google presents in driving competitive advantages, gaining new customers, sustaining or increasing market share and ultimately, delivering positive ROI. To date, we have successfully managed millions of pounds for business of all sizes from sole traders and SME’s, to internationally recognised brands and world class institutions.

Our founder James Edward Goode, is a University Of Cambridge graduate and also works for University of Cambridge Judge business school in developing complex Google Ads strategies and Google Analytics inquisitions.

Make no mistake, Google Ads is an incredibly complex platform and is sadly ill understood and significantly underestimated by many generalist marketing agencies and in-house marketers. Specialists exist in law, health, medicine, finance, so why not in digital marketing?  We hold Google Ads strategy and management in the same esteem as studying for a PhD to find answers to even the most complex problems in business and we truly respect this digital marketing channel.

We are approachable, friendly, professional and perhaps most importantly, extremely hard working. We genuinely love what we do and our aim is to build a world class company in our chosen field. We therefore do not offer any other services other than Google Ads and Microsoft Ads.

Brands who trust us

We have successfully worked with a wealth of companies who trust cambridgexyz.com and many more which are privacy protected by NDA.


Sample Of Our Results

We pride ourself on improving account performance, focusing on the metrics that actually matter the most.

Increased YOY Conversions

For many clients (where appropriate) we are challenged with improving year on year conversions vs what their previous supplier delivered. We have an excellent track record thus far.

Increased Leads by 68%

Many of our clients have seen significant increases in leads per month after we took management of their account. This can often generate greater ROI to be re-invested back into scaling up an account.

£2.4m Increased Revenue YOY

For one major client we increased revenue from Google Ads performance by over £2m in just one year (Same budget). This was a total account overhaul and focusing the entire strategy to deliver what mattered.

Improved Quality Scores +45%

We have a proven track record in improving Quality Scores which can help you to pay less per click. This can often lead to a competitive advantage between you and your competitors.

Reduced CPA by 59%

Clients have often asked us to help reduce their Cost per acquisition where possible. There are multiple approaches to this and by using our mathematical techniques, we have often been able to achieve this objective successfully and optimally.

Increased SME Sales by £6k P/Month

For many SME’s we are challenged with an account strategy to deliver an increase in sales and also sales volume consistency. We will do our best to find a way for your business.

Our Services

We offer a range of flexible services to suit your business needs. All services +vat. Note – we are confident in our services so do not tie you into contracts.

Test Spends

Introductory Test
£150 /Month
We can test Google Ads for your business using our introductory test package. We will test different approaches and learn from the data to improve. Suitable for start ups or small businesses wanting to dip your toe in the water.
SME Test
£500 /Month
We can test Google Ads for your business using our introductory test package. We will test different approaches and learn from the data to improve. Suitable for SME's who have an existing business and want to test Google Ads.
Enterprise Test
£1,000 /Month
We can test Google Ads for your business using our introductory test package. We will test different approaches and learn from the data to improve. Suitable for medium size businesses who want to switch agencies, or start new tests.


Account Critical Analysis
£349 /Once
Free reviews are out there, but what do they really tell you? Our strong expertise will tell you exactly what we think and what can be better!
60 Min Digital Q&A Session
£120 /Once
Do you have questions and want to get a better digital understanding for your ideas? Ask as many questions as you can and we will advise you.
Troubleshooting - Fixing
£149 /Per issue
Do you have an account issue or problem but cant fix it? Lacking time or the expertise? Not to worry - We will fix these for you.


Google Ads & Google Analytics Beginner
£645 /Half Day
Does your organisation want to informally learn more about the Power and opportunity of Google Ads / Analytics? This powerful session often leaves teams buzzing with ideas and a much better understanding.
Google Ads - Intermediate
£645 /Half Day
Does your team manage Google Ads currently but you feel you aren't maximising the opportunities Google presents? We can look and work specifically through your account with your team and present solutions.
Google Ads Staff Development
£1750 /Month
New staff member or team that would benefit from expert development, second opinions and guidance? We help many teams get outstanding results and focus on what matters to your business.


Landing Page Conversion Rate
£349 /Test
Working on the conversion rate is an ESSENTIAL component of improved ROI. Our team are highly skilled and proven in succesful CRO tests and implementations.
Remarketing / Display Ad Creation
£80 /Unit
Do you want to utilise the power of remarketing or display network opportunities using custom creatives in Html5? We can happily manage the whole process.
Full Ads Account Management
POA /Month
This is what we do best! We take full control and management of your Google Ads account and strategy. We can usually outperform your historical / current results, often significantly.

The Cambridge Xyz Team

 The wonderful and friendly people who help to deliver success at Cambridge Xyz

James, Founder

Hi, I’m James. I love solving complex problems and this is at the heart of Cambridge Xyz’s culture – Our clear aim is to improve each and every account and clients business we are trusted with. I am a graduate from the University of Cambridge and also an award winning masters graduate from Staffordshire University. Alongside Cambridge Xyz, I also work for The University of Cambridge as a Google Ads Analyst and Strategist.

“You can know the name of a bird in all the languages of the world, but when you’re finished, you’ll know absolutely nothing whatever about the bird… So let’s look at the bird and see what it’s doing — that’s what counts” – Richard Feynman, 1973.

Fritz, Conversion Rate Optimisation

Hi, I’m Fritz. I focus on conversion rate optimisation techniques and tests to help clients websites increase conversions and ROI.

Scrutinising data from within your Google analytics account can help determine conversion rate optimisation tests and subsequently improvements

Marc, IP / TM Lawyer

Hello, Bonjour. I am Marc and I help assist companies with TM requests with Google. Formerly of the World Intellectual Property Organisation.

We can assist trademark owners who are concerned about trademark use in Google Ads to submit a complaint and resolve the situation.

Daniella Cambridge Xyz

Daniella, PPC Manager

Hello. I am Daniella. I specialise in Search Accounts through Google Ads. My aim is to give your company the best possible chance of driving leads or conversions through PPC. I am passionate about finding the competitive edge and following the data to scale and improve accounts. I enjoy the challenge of building an account & take time to study your business to set the account up for future success.

I recommend testing attribution models and seek comparisons. This data can help shape effective decision making and present vastly different perspectives. In a multiple touch point world, there are often contrasting and opportunistic models in play.

Shallini, Google Shopping

हैलो. Hello, I am Shallini. I am a former employee of Google India specialising in Shopping and merchant centre set up and optimisations.

Always consider Googles full range of tools available to help; go beyond standard requirements to maximise your account probability.

Sam, Google Grants Help

Hello, I’m Sam and I help Cambridge Xyz and charities with Google Grants applications and support you through the entire process.

Are you a charity? We love helping charities apply for the Google grants programme and manage your account strategy to drive success.

Adalena, PPC Manager

Salut. Hi! I am Ada and I am a PPC account manager. My primary focus is accountability for each account is optimised and strictly working towards achieving their objectives. I particularly enjoy digging deep into the data to identify and interpret trends that can lead to competitive advantages in the ad auctions. Google Ads provides incredibly rich data – which can be scrutinised and utilised.

There are some significant AI developments provided by Google that can work towards reaching your goals effectively. Many accounts can benefit with some form of AI integration. Our belief is human input plus machine learning is a powerful combination.

EmBe, Designer

Hey, I’m Embe. I am a technical graphician and coder, working on smart campaigns including Youtube, Remarketing and Display Networks.

Utilise remarketing campaigns with clever thinking. It’s incredible the difference in performance when aligned with customer journey modelling.

Victor, Machine Learning

Salut! I am Victor and I help with Artificial Intelligence and machine learning. I hold a masters in AI from University of Bucharest.

Integrating Google Ads and MySQL allows an easy to perform in-depth analysis to turn your data into actionable insights.

Meet With Us In Person or Zoom – Cambridge, Birmingham, Worldwide

We will be happy to host you in either Cambridge, Birmingham, or we can meet you anywhere in the UK. We also travel worldwide to meet clients. If you are visiting Cambridge, our flexible office is 1 min walk from Cambridge train station at the CB1 business centre where. If visiting Birmingham, we are 20 mins from the city centre in Stourbridge’s Business Quarter.

Google Ads Help

We have complied some quick insights for consideration that help drive better results. Please feel free to contact us to discuss these in more detail to to fix a particular issue you have.

A Master Plan

A master plan serves as a blueprint. We strongly recommend that the master plan of a PPC account is directly aligned and supportive of  your core businesses goals and strategic vision. Please share with us what strategic objectives your business is aiming for and we will help ensure your PPC account is working towards them.

Account Strategy

We have seen many accounts that lack a fundamental strategy. Is your fundamental strategy giving you the best possible chance of customer acquisition, profitability and business growth? A PPC account must demonstrate sound commercial acumen – something which surprisingly, seems amiss in many accounts we review.

Account Architecture

Many Google accounts that we review are poorly set up and are subsequently destined to fail or underachieve from the beginning. Understanding the complex relationships between the layers of an account helps organise the intricate campaigns, ad groups, keywords and ads that target the right audiences that work to achieve your business goals.

Search Theory

Understanding beyond the basic theory of search allows different types of searchers to be segmented: informational, directional, transactional. By taking time to better understand the frictions that exist between three parties 1) A user searching for a solution or answer to their problem and 2) the search engine, and 3) the searcher, we are able to formulate appropriate account taxonomies.

Keyword Research

There is an interesting philosophy within cognitive science worth noting when assessing the communication between a human and a search engine: thinking without words. By taking time to understand such non-linguistic thoughts, we are able to better understand the thought process and translate them into a string of words, alongside and beyond  traditional keyword planning tools.

Quality Scores

Improving Quality Scores (QS) can be a lucrative strategy if the account conditions are right. QS is an estimate of how relevant your ads, keywords, and landing pages are to a person who sees your ad. Higher QS typically means lower cost per clicks and higher ad positions. We understand how to improve QS by utilising our in-depth knowledge of the top factors that make up a QS rating.

Conversion Tracking

Conversion tracking codes and tags supplied by Google can be implemented on your website to track behaviour on site – such as purchases or lead generation forms. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions, goals, or micro conversions. This allows measurement analysis of your marketing spend and ROI.


Understanding attribution modelling can be a significant advantage within an account. Attribution models can deepen an understanding of how ads perform which can help optimise a user’s conversion journey. Understanding attribution modelling allows comparisons in how much credit each click gets for a conversion, which can attribute credit to the customer’s first click, last click, or a combination of multiple clicks.

Ad Strategy

Building an ad strategy can be a complex yet incredibly important ingredient to the success of the account. What, where, how, when and why you want to communicate your unique messages to your audience can have a direct impact on your account and business performance. Many accounts we are asked to assess appear to think statically and not dynamically or proactively with their ad messages.

Landing Page CRO

We are big believers in conversion rate optimisation (CRO). We have seen some phenomenal improvements in results when CRO efforts are in place. CRO offers one of the most effective and fastest methodologies for translating existing web traffic into paying customers. CRO can often involve numerous tools and strategies applied to help deliver an increase in conversion probability.

User Journey - UX

Utilising Google analytics and other analytics solutions can reveal important information in how a potential customer on your site reaches (or does not reach) their goals. User journeys can be analysed to identify the different ways to enable the user to achieve their goal as quickly and easily as possible. There are some excellent tools on the marketplace to help perfect that all important user journey.

Artificial Intelligence

Artificial Intelligence (AI) is an incredibly hot topic within PPC. Our belief and experience is that when AI is understood and used properly, it can be extremely powerful and help advertisers and ads accounts generate more leads and sales. At Cambridge Xyz we have access to multiple AI resources in Cambridge, Austria, Germany and Romania who assist AI within accounts where necessary and advantageously.

Business Factors

For a business to be successful in a market, it is often necessary to fully explore and understand what factors will exert an impact on the development of that company and its products or services. There are a range of tools available that can help examine the internal and external factors, such as Porters 5 forces analysis or Blank’s Business Model Canvass. These simple but powerful tools help understand the competitiveness of your business environment, and also for identifying your strategy’s potential profitability.

Experiments A/B

Drafts and experiments allow A/B testing via a control group vs test group changes to Search and Display Network campaigns. Experiments help measure results to understand the impact of changes in a less risky manor. This can often produce interesting sets of results for interpretation and can provide short term actionable insights. Often, even with the best theoretical forecasting or trend modelling isn’t quite as good as real hard data. We see many positive outcomes from the impact of AB experiments.

Strategic PPC

One extremely advantageous use of Google and Microsoft ppc advertising investments could be to help meet a strategic goal. Do you want to assess a potential market before entering? Do you want to build up a user base in advance of your product launch? Or, perhaps you want to block or make it ‘difficult’ for a competitor to compete in certain auctions hampering their growth and protecting your space? We have experience in very successful and complex strategic ppc so please discuss with us some more.

Official Google Ads Community Badges

Proud to be a contributor and recognised problem solver in the official Google Advertiser community (2015-2019).

Challenge Us!

We love challenges at Cambridge Xyz – we love excelling in our field and finding a way, no matter how impossible it may seem.

We have an outstanding record and industry reputation for delivering significantly improved results for businesses.