Founded in 2016 by Jack Romer, Insulation Domination is a performance marketing agency serving roughly 120 insulation and spray foam contractors nationwide. They have been a CallRail agency partner since 2019.
The client base is largely made up of “one-man shows” and small teams in the home services industry. These contractors rely heavily on inbound calls to book work. Insulation Domination drives growth through PPC, custom landing pages, local SEO, and Google Business Profile optimization — but the phone is where revenue is won or lost.
Insulation Domination uses CallRail to show clients how many leads their marketing is generating, where they come from, and how performance improves over time. But visibility alone isn’t enough in home services. When missed calls mean missed revenue, proving lead volume isn’t the same as protecting it. By adding Voice Assist, the agency ensures that the demand they generate doesn’t disappear after the first ring — turning tracked calls into captured opportunities.
With CallRail’s Voice Assist, Insulation Domination has:
- Reduced lost revenue due to unanswered calls
- Increased volume of captured leads without increasing ad spend
- Strengthened client retention by protecting inbound demand
- Built transparent reporting synced directly into CRM with integration capabilities
The phone was ringing, but no one was answering
Insulation Domination’s campaigns were doing their job. PPC was driving traffic, and the phone was ringing consistently for their clients.
Using CallRail’s Call Tracking with dynamic number insertion (DNI) and integrations with GA4 and Google Business Profile, the agency could tie every call and form submission back to its source. Lead volume — their primary KPI — was easy to track, and clients had full transparency through direct platform access and reporting.
The data proved demand was coming in. It also exposed the problem with what happened next.
Many of Insulation Domination’s clients are out on job sites most of the day, so calls frequently go to voicemail. In the home services industry, prospects rarely leave messages — they simply hang up and dial the next competitor.
While ad dollars were generating interest and Call Tracking showed calls were coming in, revenue was still slipping away.
CallRail is the foundation of our client onboarding. It’s one of our first questions: ‘Are you willing to opt-in to call tracking?’ We need to see lead volume increase over time to prove the success of our campaigns.
– Jack Romer, Founder, Insulation Domination
Putting Voice Assist to the test
Insulation Domination first tested Voice Assist inside a high-volume pay-per-lead program where manual intake had become unsustainable. A human receptionist initially handled calls. As volume increased, Voice Assist was deployed alongside the receptionist to compare engagement and performance.
Instead of landing on voicemail, callers were immediately engaged by Voice Assist, which collected their information and passed key details directly into the client's workflow.
Manual Intake vs. Voice Assist
Feature
Voicemail & Manual Call Handling
Voice Assist by CallRail
Response Time
Calls go to voicemail when contractors are on job sites.
Immediate caller engagement at the moment of highest intent.
Caller Experience
Calls ring unanswered or go to voicemail, and prospects move on to the next contractor.
Calls are answered immediately by a friendly, professional voice that engages the caller to stay on the line.
Data Collection
Relies on whether the prospect leaves a message.
Automatically collects relevant information that flows into the client's workflow.
Business Impact
Revenue slips away due to missed calls.
Stops wasting already spent marketing dollars by ensuring calls are answered.
When we first tested Voice Assist, I was honestly surprised by the engagement. Over 50% of people actually interacted with the AI. Once I saw it sounded good and people were responding, I knew it was ready for my clients.
– Jack Romer, Founder, Insulation Domination
Engagement proved AI could capture missed opportunities
That engagement rate was the validation the agency needed. With more than half of callers willing to interact with AI rather than hang up, missed calls no longer had to mean missed opportunities.
Confident in its reliability, Insulation Domination began offering Voice Assist to clients with high missed-call volumes. The onboarding process was collaborative. Clients defined what information should be captured, whether appointments should be booked, and where leads should go next.
Voice Assist became a configurable intake layer tailored to each contractor’s workflow — helping ensure that even when no one could answer, the conversation didn’t end.
Turning demand into booked work
Voice Assist changed what happens after the phone rings.
Before, the agency generated demand and relied on contractors to answer every call. Now, it collaborates to ensure those opportunities don’t disappear.
When a contractor is unavailable, Voice Assist immediately engages the caller, collects intake details, and prevents the caller from abandoning the conversation. Instead of dialing the next competitor, the prospect stays on the line long enough for their information to be captured and routed for follow-up.
For small contractors competing in crowded local markets, response time is everything. Voice Assist provides immediate engagement at the moment of highest intent. That shift allows clients to capture more opportunities from the marketing spend already in place — protecting revenue that might otherwise be lost after the first ring.
I’m specifically pushing Voice Assist to clients with high missed-call volumes. For an agency, it’s a smart upsell, and for the client, it’s a smart business choice. If you aren't using Voice Assist to capture missed opportunities, you’re leaving money on the table.
– Jack Romer, Founder, Insulation Domination
A more reliable, consistent lead capture system
Today, Insulation Domination operates with greater visibility and control over the full lead lifecycle. The team knows how many calls are coming in, which campaigns are driving them, and whether those leads are reaching the right person for follow-up.
Instead of relying on voicemail and hoping for callbacks, contractors now have a consistent system for capturing opportunities in real time. Missed calls no longer automatically mean missed jobs.
CallRail has become the backbone of Insulation Domination’s client reporting and lead management process. By combining Call Tracking, Form Tracking, and Voice Assist, the agency has built a more dependable way to turn inbound demand into booked work.
As competition increases, response time matters more than ever. Agencies that help clients answer more calls — not just generate them — build stronger, longer-lasting relationships.
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