# Why is my Cost Per Lead higher or lower this month? **CPL can increase or decrease based on changes in spend and lead generation.** These often fluctuate due to **seasonality, demand, new launches, or offers.**\ If spend remains same but leads drop, CPL goes up.\ If leads increase with same or lower spend, CPL goes down.\ Ad performance, competition, and creative quality also impact CPL. We recommend selecting all the cars or more than 6-7 cars for advertising, as this directly affects your Cost Per Lead, as it helps reach a larger audience of customers. Learn more about Car Selection here: {% content-ref url="/pages/-MYoSbzbOXzupSt66c\_H" %} [Car Selection](/dashboard/your-campaigns/car-selection.md) {% endcontent-ref %} If you didn't select all the cars previously and have selected all the cars now, your Cost Per Lead will show a decrease. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://hyundai-help.onlinesales.ai/frequently-asked-questions/why-is-my-cost-per-lead-higher-or-lower-this-month.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.