As an agency, you work hard to deliver high-quality leads to your clients. But what happens when those leads call and no one answers?
Every unanswered call means wasted ad spend, missed opportunities, and frustrated clients. The scale of the problem is huge: CallRail data shows more than 3 million calls go unanswered every month — that’s 28% of all inbound calls. Over half of businesses (51%) miss at least 10 calls a month, and 13% miss 100+.1
That’s where CallRail’s Voice Assist comes in. Think of it as an insurance policy for your agency’s marketing efforts; it ensures no lead goes to waste by answering every call, qualifying leads, and protecting campaign ROI.
1. No stone unturned, no lead unanswered
When agencies invest in paid campaigns, every call counts. Yet too often, calls slip through the cracks during busy periods, lunch hours, or after hours. Each missed call isn’t just a missed ring. It’s wasted ad spend, a missed attribution touchpoint, and a lost chance to prove campaign ROI. With Voice Assist, there’s no wasted ad spend — every call and opportunity is captured.
How Voice Assist helps:
- Provides 24/7 coverage so leads are captured no matter when they call.
- Helps agencies meet client expectations, protecting hard-earned ROI.
- Converts unanswered calls into opportunities, boosting both agency credibility and client retention.
And the impact is real. In CallRail’s beta program, agencies using Voice Assist saw a 40% increase in total answered calls, turning nearly half of previously missed calls into opportunities instead of wasted ad dollars.
Why it matters for agencies
Voice Assist helps you guarantee that every lead your campaigns generate is answered, qualified, and attributed—boosting performance metrics and proving your value to clients.
We cut unanswered calls in half with Voice Assist. It’s made a huge difference in our lead flow.
Franco Aquino
Founder of REN Marketing LLC
2. Capitalize on cheaper advertising, maximize your return on ad spend (ROAS)
Running campaigns outside of standard business hours is often cost-effective, but risky if no one is available to answer the phone. Missed calls don’t just frustrate potential customers; they can also tank Local Services Ad (LSA) rankings, inflate cost per lead (CPL), and undermine overall return on ad spend (ROAS).
This challenge is magnified with Google’s Performance Max (PMax) campaigns, which automatically allocate budget across channels to maximize conversions. If those calls generated by PMax go unanswered, not only is that spend wasted, but the campaign’s learning signals weaken, reducing efficiency across the board.
How Voice Assist helps:
- After-hours coverage: Agencies can confidently run ads in lower-cost slots and expand campaign strategies into new time windows competitors often overlook. By capturing calls in these cheaper ad windows, agencies can directly reduce CPL while keeping conversion rates strong.
- Protect client rankings: Every call gets answered quickly and consistently, even when staff are busy or away from the office. That consistency prevents wasted budget in both LSAs and PMax campaigns, where responsiveness is critical to maintaining cost efficiency.
- Expand campaign opportunities: With Voice Assist, you can drive long-term growth and deliver a measurable reduction in CPL — a clear differentiator agencies can use to prove strategic value.
In CallRail’s beta program, Voice Assist users experienced a 36% increase in total call volume after implementation. This lift came from being able to advertise during nights, weekends, and other off-peak times, when ad inventory is often cheaper but typically underutilized due to staffing limitations.
With confidence that Voice Assist would capture every call, agencies could scale campaigns beyond business hours, generating more leads at a lower cost, lowering CPL, and protecting client ROAS.
Why it matters for agencies
Voice Assist removes the risk of after-hours advertising, helping agencies stretch budgets further, lower CPL, and deliver more leads without increasing overhead.
We rely on CallRail as the central hub for tracking, analyzing, and optimizing every marketing dollar we spend for our clients. Voice Assist adds another layer — now we're capturing high-intent leads even after hours, qualifying them automatically and feeding that data right back into our reporting and ad platforms.
Michael Hurley
COO of Einstein Industries
3. Unbiased transparency of lead quality
Agencies often find themselves stuck in debates with clients about lead quality. Was that call really a “bad lead”? Was it worth following up on? Without call insights, proving performance can feel subjective, and wasted time on junk calls eats into both agency efficiency and client trust.
How Voice Assist helps:
- Scores every call on a structured 5-point scale, from low-intent inquiries to highly qualified prospects, giving agencies a clear, objective way to prioritize which leads deserve fast follow-up.
- Provides call transcripts, AI summaries, and completes caller intake forms, so agencies and clients can see exactly what happened on each call and capture all essential details without manual effort.
- Filters out low-quality leads for cleaner, more reliable advertising audiences and unlock future opportunities to form stronger lookalike audiences that expand campaign reach.
- Integrates seamlessly with CRMs and ad platforms so high-value leads are prioritized for faster follow-up.
Agencies in CallRail’s beta program reported greater confidence in separating high-intent leads from low-quality calls, saving hours of manual review. With unbiased lead scoring, agencies can also focus coaching conversations with clients on how to convert high-value leads, rather than disputing whether calls were worth answering in the first place.
Filtering out junk calls also improves the accuracy of lookalike and retargeting audiences, strengthening campaign performance over time and giving agencies a clearer path to scaling results.
Why it matters for agencies
With AI-powered scoring and visibility into every conversation, agencies can prove ROI with confidence, skip the back-and-forth on bad leads, and focus on converting the best opportunities.
I was blown away by how much the agent knew about my business – it is incredibly accurate.
Scott Clift
CEO of Westpark Equity Group
Helping clients feel confident about AI Voice Assistants
Agencies may be eager to adopt AI, but many small business clients hesitate to let AI interact directly with their customers. That hesitancy can vary by industry, as some clients are quick to experiment, while others need reassurance. As their trusted advisor, you can show clients they’ll always have transparency and control over how Voice Assist works.
Introduce it during strategy reviews, when clients are already thinking about how to improve performance and scale efficiently. Framing Voice Assist as part of their growth plan makes adoption feel like a natural extension of their broader marketing strategy.
Let them hear it for themselves
A common hesitation from clients is whether AI will sound natural enough for their customers. But what matters most isn’t perfection — it’s consistency. It’s far better to have every lead answered promptly than to let leads slip away.
The best way to ease this concern is to let clients experience Voice Assist firsthand. Share CallRail’s demo lines, real phone numbers that connect directly to a live Voice Assist agent, and encourage them to call in.
Suggest they ask common customer questions or even throw in a few curveballs. Hearing how Voice Assist handles real conversations helps clients quickly see the professionalism, responsiveness, and consistency it delivers.
Show the ROI at stake
Clients may say, “I already have a front desk.” But even the best staff can’t cover every call, especially after hours, or during busy periods. Voice Assist isn’t a replacement; it’s a reliable backup that ensures no lead is lost when your client’s team is unavailable.
Framing it this way helps clients see Voice Assist as a revenue-saving extension of their current setup, not a disruption.
You can make the case even stronger by using CallRail’s ROI calculator. Add in your client’s missed call data to show exactly how much potential revenue is left on the table. When clients see the real dollar impact of unanswered calls, Voice Assist shifts from a “nice-to-have” to a no-brainer investment that pays for itself.
Offer a low-risk trial
Some clients may be wary of AI, especially when it comes to handling customer interactions. That’s why a 14-day trial during off-hours is a great way to ease them in. You and your clients stay in full control — from how Voice Assist is trained to when it’s active.
Start small, activating it during lunch breaks or after business hours, so they can safely test how it works. This low-risk setup lets them see the value for themselves, as missed calls turn into captured leads, all without disrupting their day-to-day operations.
Capture more leads, close more deals
Missed calls add up fast, costing agencies and their clients millions in lost opportunities each month. Voice Assist fills the gap by capturing leads when no one else can, protecting your ROI and boosting client satisfaction.
Start your 14-day free trial today and turn every missed call into your next best customer.
