BrightLine Electric Grew from 15 to 47 Monthly Leads Without Increasing Ad Spend

The Challenge

BrightLine Electric, a licensed electrical contractor in suburban Cleveland, was spending $3,500/month on Google Ads. The traffic was there—about 800 visitors per month—but only 15 were converting into leads.

Owner Jennifer Walsh was ready to increase her ad budget, thinking she needed more traffic.

She didn't. She needed better conversion.

"We were paying to get people to our website, then losing 98% of them because no one was there to engage them," Jennifer realized.

The Situation Before

• Monthly website visitors: 800
• Monthly leads: 15
• Conversion rate: 1.9%
• Cost per lead: $233
• After-hours traffic: 58% of total
• After-hours lead capture: Near zero

The contact form was getting some submissions, but response time averaged 6 hours—by then, most had already called a competitor.

The Solution

We deployed an electrical services AI agent with these capabilities:

1. Safety Hazard Identification - Recognizes potentially dangerous situations (burning smell, sparking, panel issues) 2. Service Qualification - Asks about the specific electrical issue, home age, and panel type 3. EV Charger Specialization - Captures the growing EV charger installation market 4. Permit Guidance - Explains when permits are needed and how BrightLine handles them

The agent books consultations and service calls directly into Jennifer's calendar.

The Results: First 90 Days

Metric

Before

After

Change

Monthly leads	15	47	+213%
Conversion rate	1.9%	5.9%	+210%
Cost per lead	$233	$74	-68%
After-hours leads	1	19	+1,800%
EV charger inquiries	2	11	+450%

The Revenue Impact

• Additional leads per month: 32
• Close rate: 55%
• Average job value: $650
• Additional monthly revenue: $11,440
• Annual impact: $137,280

Same ad spend. Same website. 3x the leads.

Agent cost: $299/month.

ROI: 38x

Key Wins

1. EV Charger Market Captured

"We were missing the EV charger wave," Jennifer said. "These customers research at night after buying their car. The agent captures them when they're excited and ready to book."

2. Safety Gets Priority

Potential hazards (burning smells, flickering lights, warm panels) get flagged and fast-tracked. "We've probably prevented a few house fires by responding quickly to what customers thought was 'just a weird smell.'"

3. No More Wasted Ad Spend

"I was about to double my Google Ads budget. Instead, I 3x'd my leads without spending another dollar on ads. The agent paid for itself in the first week."

What Jennifer Says Now

"Every electrician is competing for the same Google keywords. The difference now is that when someone clicks on our ad, they actually become a customer instead of bouncing to the next result. That's the whole game."