If you do not wish to use Call Tracking, then you are  free to say no. It is up to you as the client to determine what your goals with a PPC campaign  are and we will  do our best to  achieve those goals.

We can still optimize a campaign based on other metrics. However, if you do not possess an E-Commerce website it is strongly suggested that call tracking be installed as it is an effective way to measure the success of the campaign.