At $22.88 CPL, $1,252/day still falls short of the 60-lead requirement.
Paid advertising performance
Current Operating Update · Data through Sep 15, 2026
Efficiency is close to benchmark. Sustained volume and Under60 Renter quality remain the gaps.
DACL is below the 60+ daily lead target, while gross CPL is close to the stronger historical range. The quality objective is to move Under60 Renters above 80% without giving back volume.
MTD Gross Leads
718
Gross Leads / Day
47.9
Gross CPL
$22.88
Under60 Renters
42.3%
304 / 718
Daily Spend
$1,095
Target
~$1,252/day
Current Gap
~$157/day
What the September numbers say
The gap cannot be closed by budget or CPL alone. Both need to improve, while quality moves materially higher.
At $1,095/day, even a $20.87 CPL still falls short. Spend and efficiency must improve together.
Quality diagnostics
Under60 Renter share is the primary quality KPI shown at the top of the report. These supporting measures explain the current composition.
September daily operating trend
Gross leads and gross CPL through September 15, with the operating targets shown as reference lines.
Sep 5–7 · Supporting evidence
The required gross volume and efficiency occurred together for three consecutive days.
This is encouraging evidence that the operating model remains achievable. It is not yet the normal run rate.
Gross Leads / Day
62.0
Target: 60+
Spend / Day
$1,286
Target: ~$1,252
Gross CPL
$20.74
Target: ~$20.87
Under60 Renter event optimization began effective September 14.
The optimization signal now aligns more directly with DACL's commercial requirement: generate volume while increasingly favouring leads that meet both the Under60 and renter criteria.
It is too early to judge the impact of this change. The next reporting window will provide the first meaningful read on whether the new optimization can improve Under60 Renter concentration without materially reducing gross volume or pushing CPL outside an acceptable range.
Historical normalized trend
Leads per day and CPL from January through September MTD. September is normalized to a daily rate so the partial month is comparable.
September 1–15 daily detail
Complete daily paid-media record through September 15, including gross volume, CPL and quality composition.
| Date | Spend | Gross | Gross CPL | Renters | Under60 | Under60 Renters |
|---|---|---|---|---|---|---|
| Sep 1 | $1,127.92 | 47 | $24.00 | 35 | 27 | 23 |
| Sep 2 | $1,160.76 | 52 | $22.32 | 35 | 27 | 21 |
| Sep 3 | $597.61 | 25 | $23.90 | 14 | 14 | 9 |
| Sep 4 | $1,125.17 | 47 | $23.94 | 24 | 22 | 13 |
| Sep 5 | $1,248.06 | 65 | $19.20 | 43 | 35 | 29 |
| Sep 6 | $1,282.19 | 57 | $22.49 | 34 | 30 | 23 |
| Sep 7 | $1,326.65 | 64 | $20.73 | 45 | 37 | 29 |
| Sep 8 | $977.95 | 39 | $25.08 | 28 | 19 | 16 |
| Sep 9 | $1,181.64 | 43 | $27.48 | 24 | 25 | 15 |
| Sep 10 | $1,261.46 | 49 | $25.74 | 35 | 27 | 23 |
| Sep 11 | $951.79 | 45 | $21.15 | 33 | 23 | 17 |
| Sep 12 | $1,228.85 | 59 | $20.83 | 45 | 34 | 29 |
| Sep 13 | $1,295.33 | 52 | $24.91 | 36 | 28 | 22 |
| Sep 14 | $988.13 | 40 | $24.70 | 30 | 25 | 20 |
| Sep 15 | $676.25 | 34 | $19.89 | 22 | 19 | 15 |
| Total / MTD | $16,429.76 | 718 | $22.88 | 483 | 392 | 304 |
Monthly paid ads record
Historical paid media performance through September 15. September is month-to-date.
| Period | Spend | Gross Leads | Gross CPL | Rental Leads | Rental CPL | Rental % |
|---|---|---|---|---|---|---|
| January 2026 | $30,592 | 1,401 | $21.84 | 966 | $31.67 | 69.0% |
| February 2026 | $31,687 | 1,410 | $22.47 | 1,073 | $29.53 | 76.1% |
| March 2026 | $36,383 | 1,494 | $24.35 | 1,161 | $31.34 | 77.7% |
| April 2026 | $29,065 | 1,224 | $23.75 | 886 | $32.81 | 72.4% |
| May 2026 | $30,271 | 1,220 | $24.81 | 849 | $35.65 | 69.6% |
| June 2026 | $34,809 | 1,351 | $25.77 | 1,067 | $32.62 | 79.0% |
| July 2026 | $35,162 | 1,558 | $22.57 | 1,246 | $28.22 | 80.0% |
| August 2026 | $31,748 | 1,261 | $25.18 | 969 | $32.76 | 76.8% |
| September 1–15, 2026 | $16,429.76 | 718 | $22.88 | 483 | $34.02 | 67.3% |
Current outlook
September gross acquisition efficiency is close to DACL's stronger historical range, and the account has already shown a three-day period where the required volume and CPL occurred together. That is encouraging evidence, but it is not yet the sustained operating state.
The larger challenge is now combining that level of production with materially stronger lead composition. Effective September 14, optimization began directly toward the Under60 Renter event. Its impact will be judged only after sufficient post-change volume has accumulated.
Success for the remainder of September means 60+ gross leads per day, approximately $1,252/day in spend, blended CPL moving toward $20.87, and Under60 Renters above 80% of gross paid lead volume. DACL requires all four outcomes together.