A system and method for optimizing the price of a call to a business and the placement of a business' information within an ad buy on a Web page are disclosed. A call is received by a client from a potential consumer of a product. The call is transcribed into a text call stream on both the consumer and the client sides of the call. Patterns are extracted from the call. The patterns extracted may be applied against patterns relevant to the client. Patterns relevant to the client may be tied to certain goals of the business of the client that indicate successful business transactions between the consumer and the client or that indicate a service provide by the client. Extracted patterns may be used to adjust the price of the call based on the client's willingness to pay for a call containing patterns relevant to the client.