Call tracking gives each campaign its own phone number. Calls forward to your real line, and the system records which ad, keyword, or landing page the caller came from, plus the recording and the length. Without it you can't tell whether the 20 calls you got came from Google, Facebook, or your yard signs, so you can't tell the agency which half of the spend to kill. That's the one item on your list that genuinely exists for the ads. $45 a month plus per-minute is normal, and expect a per-number monthly charge too if they run several campaigns.
The landing page builder matters because sending paid clicks to a general website converts worse than sending them to a single page whose only job is the form. $99 a month is in the usual range for the popular tools.
The CRM is the one to argue about. If yours can accept a lead by webhook or Zapier, there's no technical reason you need theirs. Agencies push their own because their reporting is wired into it and because they resell it. Ask them directly whether the fee is passed through at cost or marked up.
Before you sign, get in writing who owns the tracking numbers and the lead data when the relationship ends. Those numbers end up printed on signs and cached in Google, and porting a number to another provider takes days and sometimes a fight. Some agencies keep them, which means walking away costs you every future call from work you already paid for.
