When someone calls about a standby generator, they're usually ready to buy. They've done the research, they know what they want, and they want to talk to someone now. For NW Generator Pros, a premier electrical contractor in the Pacific Northwest that installs, services, and repairs home and commercial standby generators, that urgency is built into how they run their business.
The average residential job runs $18,000 to $20,000. When a potential customer calls and nobody answers, they call the next contractor. Brandon Bauer, Director of Client Growth, understood that missed calls mean missed opportunities, which is why he refused to spend a single dollar on advertising until he had a system to capture and track every lead.
He needed two things in place from day one: a way to answer every call, and a way to know which ads were bringing those calls in. He found both through the CallRail and Ruby integration.
Using CallRail and Ruby, NW Generator Pros has:
- Captured every inbound call 24/7, including nights, weekends, and high-demand periods during power outages — so a single missed call doesn't cost a $20,000 job
- Lowered ad spend over time by shifting Google Ads budget toward the search terms CallRail showed were actually closing job
- Routed callers to the right team member faster using location data and search intent from CallRail
- Met the Generac dealer program requirement for round-the-clock emergency service availability
No system for calls means no visibility into what was working
When NW Generator Pros first started running paid ads, their lead salesperson fielded every inbound call solo. As paid advertising and call volume increased, he was constantly pulled away from active sales conversations to answer the phone. There was no system, no backup, and no way to manage the flow.
The problem ran deeper than call volume. The business had no way to connect an incoming call to the ad or search term that prompted it. If someone clicked a Google ad and called, that connection was invisible.
Bauer refused to spend money on advertising without a way to measure ROI. He knew that running ads without that visibility would result in wasted spend, which is why he partnered with CallRail and Ruby before any paid ads launched.
The moment we started spending money on ads, CallRail was in place — there was no way we were going to run paid advertising without some degree of attribution.
– Brandon Bauer, Director of Client Growth, NW Generator Pros
Every call answered, every lead traced back to its source
CallRail’s Call Tracking gave the team local phone numbers for each service area they cover, helping their ads feel relevant to people searching nearby. When a call comes in through one of those numbers, it routes directly to a Ruby virtual receptionist who handles the intake. The whole setup runs in the background without anyone needing to manage it.
Bauer dips into CallRail's reporting dashboard periodically to scan for anything that might be slipping through — mainly calls from parts of the business that don't go through Ruby. Together, the two tools give him a complete view of every call that comes in, how it was handled, and where it landed. The integration is seamless — once it was set up, it just ran.
Better lead prioritization, lower cost per customer
With CallRail and Ruby, the team can see where a caller is located, what they searched for, and what they need before follow-up. Someone looking to install a new generator gets called back ahead of someone troubleshooting an existing one. Callers reach the right person faster, with less bouncing between team members and a better experience from the first touch.
Knowing what people searched for before they called changed how the team spends on Google advertising. People who call about generators aren’t usually browsing — they want someone to come out. But the specific searches converting into sales weren't always the ones expected, even after years of working in marketing.
Putting budget toward searches that actually close jobs has brought down the cost of winning each new customer over time.
I've worked in marketing my whole career, and I was still surprised at what was converting. It allowed us to shift our budget and focus on what actually works.
– Brandon Bauer, Director of Client Growth, NW Generator Pros
Always available — nights, weekends, and every power outage in between
While other home services companies go quiet on weekends, NW Generator Pros is always on call. Ruby's virtual receptionists are available around the clock, which matters most during major power outages when demand spikes and customers need someone fast.
In the generator industry, the companies that respond first are usually the ones that win the job. Bauer's team calls it "speed to the lead" — call back fast, win more of the work. That same 24/7 availability also helps NW Generator Pros move up the tiers of the Generac dealer program, which requires round-the-clock emergency service — and Bauer's team hasn't found an in-house way to cover that the way Ruby does.
CallRail closes the loop on the other side. The team can tie every call back to the ad that drove it, so they know not just that a $20,000 lead came in, but where it came from. Most competitors in the region don't have both — always-on coverage and the attribution behind it. For a business where one job can run that high, that's hard to beat.
We can deliver a better experience — both from a marketing standpoint and a customer service standpoint — because we're able to answer calls all the time and track all of it.
– Brandon Bauer, Director of Client Growth, NW Generator Pros
See what CallRail and Ruby can do for your business
Take advantage of exclusive partner savings between CallRail and Ruby:
- Ruby customers: Save 20% on CallRail’s Call Tracking.
- CallRail customers: Save 5% on Ruby’s virtual receptionist and live chat services with promo code CALLRAIL.
