Over the last 16 months, the cost per lead has jumped by more than 400 percent, and most firms are feeling the squeeze. We break down why optimization alone is no longer enough, how increased competition is driving costs higher across the board, and why platforms like Google are often the only consistent winners. The conversation also looks at how social media has shifted from talent-first to distribution-first, changing what actually performs and why older playbooks no longer work. We then walk through how our team adapted, why we invested in an in-house content workflow, and how focusing on systems, tools, and consistent distribution has become essential to staying relevant heading into 2026.

Takeaways:

1. The cost per lead has skyrocketed by 400% in just 16 months, affecting all businesses.
2. Google is the ultimate winner in the bidding wars for leads, leaving competitors scrambling.
3. Modern social media favors distribution over talent, shifting the landscape significantly since 2012.
4. Content creators should adapt to current trends instead of relying solely on past successes.
5. Effective marketing now requires targeting a larger audience that traditional methods often overlook.
6. Engaging with hate comments online is counterproductive and does not reflect your brand's image.

Links referenced in this episode:

1. thyme.org
2. legalrev.com

Companies mentioned in this episode:

1. Google
2. Coffeezilla
3. Adobe
4. Frame.IO
5. Ninja Atomos
6. Oracle
7. VaynerMedia