Solar installers · Commercial
Commercial solar qualification before the expert callback
For a commercial roof and solar company we built a GoHighLevel (GHL) pipeline that asks about the building before anyone spends time on a call. It is live: a lead that passes the gate moves to an expert callback, and a 'qualified lead' event goes back to Meta through the Conversions API.
The job
Spend the expert's time on buildings that fit
Commercial solar is sold to a building, not to a person. A warehouse owner, a property manager and a developer can all click the same ad, and what decides the lead is whether the roof, the power bill and the ownership make an array worth a site visit. A callback from someone who can talk capex and payback is costly time, so the pipeline settles the fit question first.
The pipeline has five stages. New Inquiry starts a two-minute AI timer the moment a lead arrives. Qualification Gate collects the building's size, the monthly utility spend, who owns the property, whether the roof has an issue, and a tax signal. Expert Callback holds the booked call, with touches 24 hours and 1 hour before it. Site and Financial Fit Review is where your expert checks the site and the money. Proposal Queue is where qualified buildings wait for the proposal your team prepares.
A pass at the gate does two things. The lead moves on to the callback, and a 'qualified lead' event fires to Meta through the Conversions API, from a fresh pixel set up under the company's own Business Manager. Meta's developer documentation says Conversions API events feed the systems that optimize ad targeting and measure outcomes. Sending the pass, and not every form fill, gives the ads a lead-quality signal to learn from.
Two rules shaped the gate. It qualifies on the building and the bill, never on who the person is. And someone who does not qualify should not get to the end of a lead form, because a finished form is itself a signal the ads learn from. The forms ask about the property, its size, the utility spend, any roof issue and interest in solar, with a hidden honeypot field that only bots fill in.
The first version of the gate taught us something: it turned some good leads away on a single number. A large roof with a modest power bill can still be a fit. So the rule was rewritten to ask for size and spend together, and to say no only to residential inquiries and to callers who cannot name a building.
What we set up
What the commercial build includes
- A fresh, isolated HighLevel snapshot, with nothing carried over from an older setup
- The five-stage qualification pipeline, from New Inquiry to Proposal Queue
- A new Facebook pixel and the Conversions API under your own Business Manager, with a 'qualified lead' event on a pass
- Forms for property, building size, utility spend, roof issue and solar interest, plus a honeypot field
- A lead split between two sub-accounts, deduplicated, that runs before any text, email or call
- An inbound voice agent on one number that asks about the building and books the expert callback
- Chat that asks one question at a time and always says it is a bot, while your team's phones ring first
- A 30-day nurture of seven touches written to the ad's angle, a 90-day reactivation, and call tasks for your team
- Contact fields for building facts, promises made, objections and lead quality, read by chat, voice, nurture and the dashboard
- A knowledge base written from your website, and A2P 10DLC registration for the texting
How a setup runs
How a qualification build comes together
A 1:1 with Rob
Thirty minutes on your ads, your forms and what your experts wish they knew before a callback. Rob asks what a good building looks like to you.
Gate rules and copy, approved first
The plan document spells out each question the forms, chat and voice agent ask, each nurture touch, each AI prompt and each knowledge-base entry, word for word. You sign it off before we build.
Build in a clean account
We start from a fresh snapshot and a new pixel, so no data from an older setup trains the new ads.
Handover with evidence
The QA report covers each part of the commercial build with evidence and screenshots, from the forms to the event Meta receives.
A verdict before any change
When your rules change, you get a verdict before work starts: a fix inside the agreed scope, or new scope.
What you bring
What we need from your side
Your qualification rules
What makes a building worth a callback for you: its size, its power bill, the ownership you will work with. We write the gate from your answers.
Business Manager access
Admin access to add a new pixel and set up the Conversions API under your own Business Manager.
Who takes the callbacks
The experts whose calendars the callback books into, and the hours they take calls.
Your website
Chat and voice answer from a knowledge base we write from it, so they describe the company in its own words.
Where it stops
The gate asks about the building, never about the person. The build does not write or send proposals: qualified buildings wait in the Proposal Queue for your team. The nurture's calls are tasks for your people.
Services used
Setups behind this job
A2P 10DLC registration
Brand and campaign registration filed from your IRS EIN letter, and rejected campaigns fixed at the field the rejection code names.
See A2P 10DLC registrationMeta Conversions API setup
Conversion events sent from HighLevel workflows, with one primary event on the deepest paid step and each event tested in Events Manager.
See Meta Conversions API setupQuestions
What commercial solar teams ask us
Will the gate turn away good buildings?
Does the chat pretend to be a person?
What does Meta get back from HighLevel?
We share leads with a partner company. Can HighLevel split them?
Can our expert see what the lead already told the AI?
Who you talk to
Rob Eason
Rob runs HLAI Experts and takes the 1:1 calls himself.
He is a HighLevel Certified Admin with the second-most reviews in HighLevel's Certified Admin Directory worldwide, all of them 5 out of 5.
He won HighLevel's Top New Subaccounts via AI Employee award in its 2025 Summer of AI Awards and taught HighLevel's official masterclass on its AI Employee.
Before HighLevel, he co-owned a 60-employee financial services firm and sold his share.
On the call he looks at your account, not a script.
5/5 across 83 reviews in HighLevel's Certified Admin DirectoryWalk Rob through your qualification rules
Rob will ask what a good building looks like to you and show where a gate, an expert callback and a Meta signal would sit in your HighLevel account.