| Month | Leads 2025 | Leads 2026 | Change | Spend 2026 | Cost per lead 2026 | Cost per lead 2025 |
|---|---|---|---|---|---|---|
| May | 20 | 23 | +15% | $1,520 | $66 | $59 |
| June | 31 | 22 | −29% | $1,520 | $69 | $49 |
| July | 34 | 14 | −59% | $1,521 | $109 | $45 |
| August | 33 | 15 | −55% | $1,596 | $106 | $46 |
| September * | 17 | 9 | −47% | $1,249 | $139 | $73 |
| Total | 135 | 83 | −39% | $7,407 | $89 | $52 |
The ads convert just as well as they did last year. The difference is that the same budget now buys far less traffic. Of everyone who clicked an ad, 11.4% became a lead this year against 11.6% last year, which is effectively identical. But the cost of a click rose from $5.98 to $10.19, so a near-identical budget bought 727 clicks instead of 1,165.
| Measure | May–Sep 2025 | May–Sep 2026 | Change |
|---|---|---|---|
| Times the ads were shown | 25,761 | 19,199 | −25% |
| Clicks to the website | 1,165 | 727 | −38% |
| Average cost of a click | $5.98 | $10.19 | +70% |
| Clicks that became leads | 11.6% | 11.4% | −0.2 pts |
| Leads | 135 | 83 | −39% |
Two things follow from that. The offer, the ads and the website are still doing their job at the same rate as last year, so this is not a message or a landing page problem. And the decline is not gradual: May 2026 was actually ahead of May 2025. The fall starts in June and is steepest in July and August.
| Type of lead | 2025 | 2026 | Change |
|---|---|---|---|
| Form filled in on the website | 72 | 50 | −31% |
| Called the number on the website | 40 | 22 | −45% |
| Called directly from the ad | 24 | 11 | −54% |
| Total | 136 | 83 | −39% |
One measurement note. Calls placed from the website have recorded zero since 28 August. Form submissions and calls placed straight from the ads are still recording normally, which points at the call tracking on that one phone number rather than at the campaigns. Until it is fixed the September lead count is likely understated by a few calls. We are checking it.