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Rick | Visible
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What we have done in the past:
A client wanted to track the phonecalls from their adwords campaign. It was only required at the highest level to get a first impression of how much of his ad spend lead to actual phonecalls.

We made a script that showed a different number on the website when someone came from Google Adwords.

* Two telephone numbers
* the script to show different numbers
* the logs of the additional phone number or someone who -in real time- writes down the number that is called.

You pay a one time fee for the script and the costs for the additional phone number.

Optimising after the first phase usually requires a more advanced call tracking system. Matthew suggested some good systems for that.