Milliken Corp - Lead Source ROI Analysis

Jan 2026 Leads

383

vs 258 in Jan 2025 (+48%)

Jan 2026 Sales

107

vs 89 in Jan 2025 (+20%)

Jan 2026 Revenue

$434,493

vs $786,235 in Jan 2025 (−45%)

Jan 2026 Close Rate

27.9%

vs 34.5% in Jan 2025

Jan '26 Ad Spend

$23,691

Google + GG + LinkedIn + Social + Local

Jan '26 Paid ROI

130%

Revenue ÷ Ad Spend

📊 Lead Source Comparison — January 2026 vs January 2025

Lead Source	Budget/mo	Leads '26	Leads '25	Δ Leads	Sales '26	Sales '25	Revenue '26	Revenue '25	Close % '26	Close % '25	ROI '26

📅 December → January Crossover Analysis

December leads that closed in January can inflate January's sales numbers, since the lead was generated in the prior month but revenue is booked in January.

December 2025 Leads → Invoiced in January 2026

Lead Date	Customer	Lead Source	Amount	Invoiced Date
12/1/2025	McCarley residence	Referral	$12,200	1/5/2026
12/1/2025	Rowcal	Repeat Customer	$750	1/29/2026
Total Dec '25 → Jan '26 crossover			$12,950

These 2 leads were generated in December 2025 but invoiced in January 2026, adding $12,950 to January's numbers.

December 2024 Leads → Invoiced in January 2025

Lead Date	Customer	Lead Source	Amount	Invoiced Date
12/6/2024	Nancy Wike	Repeat Customer	$5,000	1/14/2025
12/16/2024	Nick Mead	Google	$15,487	1/31/2025
12/20/2024	Nathan McDonald / Propper	Repeat Customer	$4,961	1/10/2025
12/31/2024	Adam Reid	Out n' About	$5,035	1/10/2025
Total Dec '24 → Jan '25 crossover			$30,483

These 4 leads were generated in December 2024 but invoiced in January 2025, adding $30,483 to January's numbers. This means Jan 2025's true "same-month" revenue was ~$30K lower than reported, narrowing the gap with Jan 2026.

🔑 Key Insights

Repeat Customers dominate: 210 leads (55% of total) and $376K revenue in Jan 2026. This is the engine — though revenue per lead dropped significantly from Jan 2025 ($3,727 → $1,792).
Lead volume up 48%: 383 leads in Jan '26 vs 258 in Jan '25, showing strong pipeline growth across most channels.
Revenue down 45% despite more leads: $434K vs $786K. Jan 2025 had large Change Order revenue ($216K) and higher Repeat Customer deal sizes that inflate the comparison.
Google Guaranteed strong value: 38 leads for $250 spend, $8.9K revenue — best ROI among paid channels at 3,466%.
Biz Development (Kat) is a top performer: 18 leads, 12 sales (67% close rate), $19.7K revenue on $4,125 spend — ROI of 378%. Highest close rate of any channel.
Socials (MP) declined sharply: 43 leads in Jan '25 → 13 in Jan '26. Worth investigating what changed in the Marketplace strategy.
Referrals not closing yet: 21 leads in Jan '26 with 0 sales closed so far vs 7 sales in Jan '25. These may still be in pipeline.
New channels in 2026: Search Local (5 leads), Telemarketing (9 leads), Text Campaign (7 leads) — all still in early pipeline with no closed sales yet.