Monthly marketing brief · September 2026
Prepared for Client 07
Prepared by Axivelle Pulse (fictional agency)
Business Profile call clicks fell 31% and map position slipped. Ad spend per total lead rose 23%. A profile review is the first step.
Scoreboard
Business Profile call clicks
36
vs 52 August
31% lower
Recorded leads
39
vs 47 August
17% lower
Ad spend per total lead
$282
vs $230 August
23% higher
Average map position
3.3
vs 2.0 August
1.3 places lower
Keywords in top 3
9
vs 12 August
25% lower
Value per lead is not set for this client, so no value estimate is shown.
What changed
- Business Profile call clicks fell 31%, from 52 to 36, and profile views fell 13%, from 1,840 to 1,600.[1][2]
- Your average map position for the top three terms slipped from 2.0 to 3.3, and keywords in top 3 fell from 12 to 9.[3][4]
- Recorded leads fell from 47 to 39 (-17%) while spend rose slightly ($10,800 to $11,000), so ad spend per total lead rose from $230 to $282 (+23%).[5][6][7]
- Counts are small, so a few leads can move these percentages.
What we're checking
Hypotheses, not conclusions
- Whether the Business Profile was edited, suspended, or re-verified
- Whether categories, hours, or the service area changed
- Whether a new competitor entered the map pack or reviews slowed
- Whether call tracking numbers are consistent across listings
Actions and next steps
- Status: review of the Business Profile change history and ranking report is in progress (sample status; update before sending)
- Escalate to Google support if a suspension is found
- Check that call tracking numbers are consistent across listings
- Re-check map positions on a regular schedule and include them in future briefs
Definitions
- Business Profile call clicks: taps on the Call button in the listing, not necessarily connected calls.
- Recorded leads: recorded phone-call and form actions across included sources.
- Ad spend per total lead: paid-media spend divided by all recorded leads, including unpaid sources. Excludes agency fees.
- Keywords in top 3 and average map position come from the demo's local rank-tracking data, not native Google Business Profile metrics.
Sources and evidence
| Number | Measure | Value | Source |
|---|---|---|---|
| 1 | Business Profile call clicks | 52 in August; 36 in September | Google Business Profile |
| 2 | Business Profile views | 1,840 in August; 1,600 in September | Google Business Profile |
| 3 | Average map-pack position | 2.0 in August; 3.3 in September | Local rank tracking (sample) |
| 4 | Keywords in top 3 | 12 in August; 9 in September | Local rank tracking (sample) |
| 5 | Recorded leads | 47 in August; 39 in September | GA4, Call tracking |
| 6 | Spend | $10,800 in August; $11,000 in September | Google Ads |
| 7 | Ad spend per total lead | $230 in August; $282 in September | Calculated |