Based in Cleveland, Ohio, Milia Marketing works with family-owned stone, kitchen, and bath shops across the U.S. For many of those businesses, the problem is not a lack of marketing spend. It’s a lack of visibility. Founder Anthony Milia sees this often: shops are investing in SEO, paid media, and other digital campaigns without a clear way to track inbound calls or prove which leads are actually coming from marketing.
To close that gap, Milia Marketing built its client strategy around call data, using CallRail to track and act on every lead. That shift gave the agency a reliable way to surface missed calls, uncover lost revenue, and show clients exactly where their leads were coming from and what to do next.
In an industry where many shop owners don't track their inbound marketing calls at all, that visibility is often the difference between a campaign that looks successful and one that actually is.
Using CallRail, Milia Marketing helps clients:
- See how five missed calls can represent $50,000 in lost revenue
- Identify where revenue is leaking in the sales process — and how to fix it
- Turn call transcripts into changes in ads and messaging based on what customers are asking
- Capture more opportunities by ensuring calls are answered, even after hours
When you show a client they missed five calls this month, and their average kitchen remodel is $10,000, you are shining a spotlight on a potential $50,000 in lost revenue.
– Anthony Milia, owner and founder, Milia Marketing
From Google Ads guesswork to real Call Tracking
Milia Marketing's founder, Anthony Milia, said the first question he asks prospective clients is how they track inbound calls, and most have no answer. Before Call Tracking his agency faced the same problem and had to rely on Google Analytics 4 events, like phone number clicks, to estimate performance. Anthony described those measurements as easily inflated and impossible to verify, leaving the agency without a clear way to measure call performance or see what happened once a call came in.
Without CallRail, you’re just making assumptions or guesses based on Google Analytics. We don’t have to do that anymore.
– Anthony Milia, owner and founder, Milia Marketing
For Milia Marketing, the most important client metrics are net new calls, first-time callers, form fills, and missed call percentage. In Milia’s world, even a handful of unanswered calls can represent a meaningful amount of lost business.
Making CallRail the foundation of every client engagement
Milia Marketing gives clients access to the CallRail platform, trains them to use it, and regularly reviews call reports with them. For clients without a formal CRM, it also serves as a practical way to tag and track leads. That shared view of lead quality and ROI reporting is one of the clearest levers agencies have for keeping clients engaged long-term.
Our client retention rate would be a fraction of what it is without CallRail. We rely on it to clearly communicate and prove our ROI.
– Anthony Milia, owner and founder, Milia Marketing
Using call data to uncover where revenue is leaking
Call data often reveals problems that aren’t visible in surface-level metrics. One example Anthony shared involved a client who believed Milia Marketing wasn’t driving the right leads because showroom appointments were low. But when the team reviewed recent calls in CallRail, they found that prospects were asking to visit, while staff responded with “come in anytime” instead of locking in a specific appointment, leaving most of those opportunities unconverted or untracked.
That changed the conversation. The issue wasn’t lead volume, it was how those leads were being handled. Without that visibility, a frustrated client email would likely have triggered an agency-wide push for more leads, with teams spending time and budget trying to fix a problem that wasn’t actually marketing-related.
Instead, reviewing the calls made it clear where the breakdown was and what needed to change. Rather than guessing, the team could point to exactly what was happening and guide the client on how to fix it. Anthony described CallRail as a way to avoid chasing the wrong problem. This kind of review is now standard in Milia Marketing’s process.
Listening to just a handful of calls exposes massive gaps in the sales process.
– Anthony Milia, owner and founder, Milia Marketing
Turning transcripts into smarter marketing
CallRail does more than help Milia Marketing prove ROI. Using Premium Conversation Intelligence™, the agency analyzes call transcripts in bulk to identify patterns in customer questions, sentiment, and sales conversations.
If customers repeatedly ask about financing, Milia Marketing can make financing more prominent in paid ads, organic content, social posts, or on-page website messaging. If call analysis shows that 75% of callers mention granite, 20% mention marble, and only 5% mention porcelain, the agency can shift campaign focus to match what buyers are asking for.
That kind of insight helps Milia Marketing do what many agencies want to do but cannot always support with real data: align campaign strategy with the voice of the customer.
Expanding lead coverage with Voice Assist
As Anthony Milia looked for new ways to help clients capture more opportunities, Voice Assist became a natural next step. He said many of the home services businesses they work with, from stone and kitchen shops to contractors, miss calls or handle them inconsistently, especially when teams are busy or out on job sites.
Voice Assist helps ensure every call is answered and handled properly. It answers calls 24/7, captures caller details, and routes them to the team when needed, giving clients a simple way to improve how they show up to every customer without changing how their teams work day to day.
The value that we see and our clients see is having a voice agent that handles after-hours calls 24/7.
– Anthony Milia, owner and founder, Milia Marketing
He also framed Voice Assist as a way to support clients’ front desk staff, not replace them. By letting it handle routine calls, businesses can deliver a more professional experience while their teams stay focused on the work at hand.
Removing phone answering from someone’s day-to-day lets them focus on more human-to-human interaction and connection.
– Anthony Milia, owner and founder, Milia Marketing
Stronger client retention through clearer lead visibility and ROI reporting
The biggest wins for Milia Marketing have been stronger, long-term client relationships and clearer visibility into the leads being generated. With CallRail, the agency can see more of the customer journey, from form fills to return visits to the eventual call, and use that information to guide strategy and client conversations.
That visibility allows Anthony and his team to act as true partners to their clients. Instead of simply reporting on performance, they can show what’s working, where revenue is being lost, and how to improve their lead handling process.
CallRail transformed our partner meetings from abstract data reviews into strategic business discussions. We aren't just proving that the phone rang; we are providing the client with a roadmap to see how quickly those leads are being handled.
– Chris Kern, marketing advisor, Milia Marketing
The Milia Marketing Gold Standard
To ensure no revenue is left on the table, and to drive long-term client retention, Milia Marketing arms new clients with comprehensive tracking from day one:
- Call Tracking + Form Tracking: Captures and attributes every inbound lead to the marketing campaign that drove it.
- Premium Conversation Intelligence™: Analyzes conversations, identifies where revenue is being lost, and guides next steps.
We use a dedicated success checklist for every client. For us, the gold standard means having Call Tracking and Form Tracking fully enabled.
– Anthony Milia, owner and founder, Milia Marketing
