Bluewave Group

Paid Search 

For a multi-trade operator like Bluewave Group, spanning Plumbing, Electrical, Construction, Renewables, and Drainage, a fixed-budget approach to paid search was always going to struggle against fluctuating team capacity and rising competition from national trade directories. What Bluewave needed wasn't just more leads, but a PPC strategy that could flex in real time: pushing spend toward whichever trade had spare capacity this week, while keeping cost per click under control against much larger aggregators. 

Bluesoup built exactly that – an agile, demand-led framework that lifted qualified traffic by 31% and enquiries by 32%, while cutting acquisition costs by 14% year-on-year, turning paid search from a static overhead into a lever the business could pull on demand. 

The challenge

Bluewave Group operates across several distinct service divisions including Plumbing, Electrical, Construction, Renewables, and Drainage.  

They were running paid search as part of their marketing activities, however there was need for this to change.

Rather than running static, fixed-budget campaigns, the account required a fluid approach that could instantly pivot spend toward specific trades based on real-time team availability and local market conditions.

Some of the strategic challenges faced included:

• Capacity and demand alignment – managing fluctuating team workloads across multiple service lines created a risk of either overbooking teams or leaving specialists with downtime. Ad spend needed to be dynamically adjusted on short notice to plug capacity gaps in specific trades.
• Escalating CPCs in local trade search – high competition from national trade directories and lead aggregators drove up local click costs. The strategy needed to maintain market share without inflating overall acquisition costs.
• Capitalising on emerging niche demand – identifying and capturing new revenue streams (such as EV charger installations) required quick demand validation, rapid campaign structure deployment, and continuous keyword testing.
• Lead quality vs. volume – ensuring ad copy and targeting filtered out low-intent or out-of-area enquiries, delivering high-converting phone calls and quote requests directly to the team.

The solution

To meet these challenges, we implemented an agile, demand-led PPC management framework designed to continuously align ad spend with real-world workforce capacity and regional search volume.  

First, we implemented an agile and collaborative way of working with the Bluewave team, which included:

• Capacity-aligned budget flexing – established a high-touch, responsive feedback loop with the client, adjusting campaign budgets on short notice to push specific trades (like Electrical) whenever team schedules had spare capacity.  
• Rapid market deployment – capitalised quickly on emerging service opportunities by auditing local search demand, creating dedicated campaign structures, and deploying tailored ad copy.  
• Proactive account pacing – maintained close communication to track seasonal trade shifts and local enquiry trends across North Devon, ensuring ad spend moved in tandem with business priorities.  

When it came to the tactical execution and account strategy, there were three key areas we focused on:

• Dynamic capital reallocation – shifted budget away from slower-converting categories to fund peak demand in high-performing service lines like Plumbing and Construction.  
• Multi-channel enquiries via LSAs – expanded coverage by combining traditional Google Search campaigns with Google Local Services Ads (LSAs) to generate direct, lower-cost phone leads.  
• CPC protection and quality tuning – tightened search term targeting, match types, and negative keyword lists to lower average click costs and maintain local impression share against national aggregators.