Based in Columbus, Ohio, Greenbaum Stiers Strategic Marketing Group is a boutique digital agency specializing in home services businesses, with a particular focus on foundation repair and waterproofing.
Operating month to month as a fractional CMO, the agency connects marketing spend to answered calls, booked jobs, and revenue. To ensure accountability and demonstrate how their work is driving calls, they require CallRail’s Call Tracking for every client.
Using CallRail, Greenbaum Stiers has:
- Used historical lead data to support 30% year-over-year client growth
- Established a 90%+ answer rate target during business hours
- Targeted a 10X return on marketing spend
- Proven value month to month without long-term contracts
- Uncovered reporting discrepancies of up to 50% between GA4 and first-party call and form data
- Reduced clients’ missed calls by over 25%
Moving past inflated metrics to find real inquiries
Greenbaum Stiers was running campaigns, generating clicks, and watching conversions tick up in Google Analytics. On paper, things were working, but when Google transitioned to GA4, something didn't sit right. Conversions were ticking up, but the numbers didn't match what the team was seeing on the ground. The platform was counting every click on a phone number as a conversion, even when no call was ever connected.
In some cases, that gap between reported and actual conversions reached 50%. Without a dependable source of truth, it became harder to defend spend, justify strategy, and demonstrate the agency's value to clients month after month.
They needed a clearer picture of what was happening after someone clicked on an ad.
One place to see calls, forms, and lead quality
When leads slow down, most businesses assume they need to spend more on ads. But Greenbaum Stiers has found that the first step often requires fixing internal processes — not increasing the marketing budget.
The 30- to 90-day audit
Using CallRail’s Call Tracking, the agency audits how inbound calls and leads are handled during the first 30 to 90 days with every new client. Call Tracking shows exactly which calls and form submissions come in, what was answered, and which marketing sources generate qualified leads tied back to the campaign that drove them.
What the data reveals is often surprising. In some cases, clients were missing more than 30% of their calls during business hours — revenue walking out the door because calls generated by paid ads were going unanswered.
With that visibility, the agency sets clear KPIs — a 90%+ answer rate during business hours and call lengths of 2.5 to 3 minutes. The team reviews call activity and transcripts daily and pulls everything into Agency Analytics dashboards alongside ad and CRM platforms, giving clients shared visibility into every interaction and marketing dollar spent.
CallRail is the X-ray machine for a client’s lead management. Using CallRail data, we’ve uncovered businesses missing well over 30% of their calls during business hours — and showing that revenue loss is a massive wake-up call.
– Mike Stiers, President, Greenbaum Stiers
From more leads to better lead handling
With clear call and form data, the agency shifts the conversation from “how do we get more leads?” to “how well are you converting the ones you already have?” In many cases, the first fix isn’t more budget — it’s improving how teams answer calls and follow up.
Before increasing ad spend, the agency establishes lead-handling benchmarks — including answer rate, call quality, and follow-up speed — to diagnose where revenue may be leaking. In some cases, missed calls during business hours accounted for more than 30% of inbound demand.
Greenbaum Stiers also trains client teams to work directly inside CallRail. Call center leads tag and score calls, creating a running record alongside form submissions that surfaces gaps early and keeps everyone accountable.
Once our clients are set up in CallRail, the path to improvement becomes so evident that the data is simply undeniable.
– Mike Stiers, President, Greenbaum Stiers
Fewer missed calls and clearer proof of value
CallRail made lead handling visible, measurable, and easier to improve. In one case, Greenbaum Stiers reduced a client's missed call rate from 35% to under 10%. By calculating the downstream value of every unanswered call — from missed inquiries to lost appointments to lost jobs — the agency made the problem's cost impossible to ignore.
Across accounts, the agency tracks answer rate and qualified call length as key performance indicators. That data feeds into 12-month planning models that tie marketing allocation to bid rate, close percentage, and average ticket value. With years of first-party lead history inside CallRail, Greenbaum Stiers can forecast revenue more accurately, support 30% year-over-year growth for clients, and keep marketing spend at or below 10% of revenue — targeting a 10X return and proving value month after month.
We offer a concerted partnership that goes far beyond the typical agency model. We operate as fractional CMOs to bridge the gap between marketing spend and closed deals.
– Mike Stiers, President, Greenbaum Stiers
See what’s driving real inquiries
Greenbaum Stiers uses CallRail to prove what’s working, uncover lead-handling issues quickly, and guide client budget toward conversations that convert.
Ready for greater visibility into your calls and form submissions?
