Yes. Lead prices can vary. There are 2 lead prices to keep in mind:
For My Local Ads' Billable Lead Prices:
Prices for My Local Ads' billable leads are not expected to fluctuate.
We give you at least 7 days' written notice by email before any new rate takes effect.
Pricing is not grandfathered or guaranteed for any commitment period.
If you don't want to accept the new rate, you can end your participation. If you end your commitment early because of a price change, the early-termination rate adjustment still applies — see What are the cancellation terms?
For Advertising Platform Lead Prices:
Prices for leads (Cost Per Lead) across Advertising platforms can fluctuate daily.
Prices for leads are not guaranteed.
Factors that drive cost per lead from Ads platforms:
Location / Population Density (ie. the addressable target market & audience size)
Creative Performance (ie. offer / messaging)
Budget & Competitor Spending (ie. lower budgets in competitive markets)
Ad Destination Performance (ie. landing page load speed; on-page conversion rate etc)
Timing (ie. running Ads on Black Friday ; Cyber Monday ; Valentines Day etc. for example is generally more expensive than running Ads on any other non-holiday)