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How Empire Solar Eliminated All Bot Traffic and Restored Lead Quality with Anura

How Empire Solar protected its lead pipeline, improved call center efficiency, and stopped bots in real time.

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100% reduction in bot submissions within the first week

QUICK FACTS
  • The Challenge: Bot submissions accounted for up to 40% of daily leads, wasting ad spend and overwhelming Empire Solar's call center with fake inquiries.
  • Their Move: Implementing Anura’s real-time fraud detection solution to block bots before they could submit lead forms.
  • Quick Win: A 100% reduction in bot submissions within the first week, allowing ad platforms and sales teams to focus strictly on real prospects.
Background

Empire Solar helps homeowners upgrade their homes with solar and battery technology, often with no money down, allowing customers to replace expensive electric bills with a lower monthly payment while producing and storing their own power.

As a residential solar installer, Empire Solar relies heavily on inbound lead generation to fuel growth. But as digital campaigns scaled, the quality of incoming leads became difficult to manage.

The Challenge

At its peak, bot traffic accounted for as much as 40% of their daily lead submissions. Fake form fills flooded their pipeline, creating multiple issues at once:

Fraudulent leads threatened to:

  • Their call center spent valuable time chasing nonexistent prospects.
  • Advertising platforms optimized toward invalid conversions.
  • Marketing spend was wasted on traffic that could never convert.

Manual filtering and basic fraud controls weren’t enough to keep up. Without a way to stop bots at the source, lead quality and operational efficiency were at risk.

The Solution

Empire Solar implemented Anura’s real-time fraud detection solution to evaluate every lead submission before it entered their systems. Anura immediately began blocking bot traffic at the form level, preventing fake leads from ever reaching the call center or conversion data.

The Results

The implementation was fast, required minimal effort from Empire Solar’s team, and began delivering results almost immediately. “We tested some of the cheaper alternatives before signing up with Anura,” said Mike Kusmann, Marketing Director of Empire Solar. “They cost less for a reason. None of them managed to come close to what Anura has done for us.”

The impact was immediate and measurable:

  • 100% reduction in bot submissions within the first week. Fake leads were eliminated as soon as Anura went live.
  • Improved call center efficiency. Sales teams could focus exclusively on real homeowners instead of bots.
  • Smart ad optimization. Advertising platforms began learning from legitimate conversions, improving campaign performance.

“My team hasn’t seen a bot lead since hiring Anura, which was two years ago,” said Mike Kusmann, Marketing Director of Empire Solar. “Anura is one of my favorite tools in our tech stack.”

By leveraging Anura’s ad fraud solution, Empire Solar now operates with confidence knowing every lead represents a real homeowner, and every marketing dollar supports real growth.