January 2026
Automower Performance Report
Husqvarna ANZ — Prepared by Webprofits
The Husqvarna Automower program achieved 488 CRM leads in January 2026, tracking 5 percentage points ahead of Q1 pace (38% of the 1,282 quarterly target against 33% of the quarter elapsed). This was delivered during a traditionally quiet month with no promotional activity, on a deliberately conservative $62,365 in total media spend (18.7% of Q1 budget).
Meta lead generation campaigns achieved their lowest-ever cost per lead at $99 — a 47% improvement against the $187 Q1 target and a 50% improvement MoM from December’s $199. Google Search delivered $103 CPL across 101 lead form submissions, while YouTube invested $6,254 to generate 1.14M impressions and 160K completed video views at $0.02 CPV.
Of the 488 CRM leads, 98 have qualified (20.1%) — a 10% improvement in qualified volume MoM (98 vs 89 in December) despite 22% fewer total leads. Year-on-year, total leads are up 256% (488 vs 137 in January 2025) and qualified leads are up 9% (98 vs 90).
Suburban assessment creative is driving the program’s most efficient leads at $78–$95 CPL, with UGC and installation content outperforming polished studio assets.
Land segment CPL ($108) runs 22% higher than Suburban ($89) on Meta. As budget scales for Summer Promo, maintaining efficiency across both segments will be critical.
Moving into February, the Summer Promo launches on 1 February with finance-led messaging and refreshed creative across Meta and Google. The program enters the promotional period with proven creative, strong pacing, and budget headroom to scale — exactly the foundation January was designed to build.
33% of Q1 elapsed — program is +5pp ahead of linear pace.
Driven by YouTube delivery at $5.49 CPM — well below the $7.00 target.
January spend was deliberately conservative (no promo). $271,573 remains for Feb–Mar promotional periods.
| Metric | Q1 Target | January Actual | % of Q1 | On Pace? |
|---|---|---|---|---|
| Total CRM Leads | 1,282 | 488 | 38.1% | +5pp |
| Blended CPL (target) | $187 | $99–$103 | — | −47% |
| Impressions | 7,040,586 | 5,358,938 | 76.1% | +43pp |
| Total Spend | $333,938 | $62,365 | 18.7% | Under |
| Qualified Leads | — | 98 | — | +10% MoM |
January’s role in Q1 was foundational — hold efficiency, test creative, preserve budget for the February–March Summer Promo push. By all measures, the month delivered on that brief: leads are ahead of pace, CPL is 47% under target, and 81% of the Q1 budget remains available for promotional periods where volume historically peaks.
Meta lead generation campaigns achieved 373 BookConsultations at $99 CPL — the lowest cost per lead since the program launched in August 2025. This represents a 50% improvement from December ($199 CPL) and significantly outperforms the $187 Q1 target. The efficiency gain was driven by matured creative testing, stronger audience signals, and the absence of promo-period competition for attention.
| Segment | Spend | BookCons | CPL | CVR |
|---|---|---|---|---|
| Land Assessment | $22,226 | 206 | $108 | 3.2% |
| Suburban Assessment | $14,804 | 167 | $89 | 3.5% |
| Total Lead Gen | $37,031 | 373 | $99 | 3.3% |
The Land segment carries 60% of lead gen spend ($22.2K vs $14.8K) in line with the 65–70% landowner priority. Suburban continues to deliver the program’s most efficient leads at $89 CPL — 18% below Land’s $108 — driven by strong performance from UGC and installation-focused creative.
The brand campaign invested $3,344 to deliver 2.49M impressions at $1.34 CPM — well below the $6.97 Q1 CPM target. Brand activity maintained top-of-funnel presence while the program focused spend on lead generation during this non-promotional period.
Moving into February, Meta budgets will scale significantly for the Summer Promo launch. The creative winners identified in January — particularly Suburban UGC and Land assessment content — will form the lead creative rotation, with new promotional messaging layered across finance-led and last-chance frameworks.
January’s top five ads by BookConsultation volume. UGC and real-environment content continues to outperform polished studio assets — consistent with Q4 learnings.
The program’s most efficient ad at $78 CPL — nearly half the Q1 target. Authentic suburban setting with the product in-context drives both volume and efficiency.
Static
Ride-on comparison messaging resonates with landowners. $103 CPL at scale ($6.7K spend) shows this concept has room to run.
Highest CVR in the top five at 5.19%. Lower spend ($2.9K) but strongest conversion signal — candidate for increased budget.
Article
PR/article-style creative continues to deliver for the Land segment. Real customer stories with property context build trust and drive action.
Installation content demystifies the setup process and reduces friction to booking. $95 CPL proves practical, educational content converts.
Creative pattern: Four of the top five ads use UGC or real-environment content. The top two Suburban ads ($78 and $95 CPL) outperform all Land creative on efficiency. Blackboard UGC and PR statics remain the program’s strongest creative pillars heading into Summer Promo.
Google Ads invested $21,989 across Search ($10,414), Performance Max ($5,322), and YouTube ($6,254). Search campaigns delivered 101 lead form submissions at $103 CPL — a 62% improvement MoM driven by cleaner tracking, consolidated campaign structure, and stronger query matching.
| Campaign Type | Spend | Lead Forms | CPL | CPC |
|---|---|---|---|---|
| Generic Search | $3,051 | 40 | $76 | $2.30 |
| Branded Search | $2,992 | 35 | $85 | $3.10 |
| Buy Intent Search | $3,295 | 21 | $157 | $3.40 |
| Other Search | $1,076 | 5 | $215 | $2.10 |
| Total Search | $10,414 | 101 | $103 | $2.72 |
Generic Search at $76 CPL is the most efficient Google campaign — non-branded robotic mower terms are converting profitably, validating the category demand. Branded Search ($85 CPL) continues to capture intent efficiently. Buy Intent at $157 CPL runs above target but captures high-intent prospects closer to purchase.
PMax invested $5,322 to deliver 97 conversions across mixed types: 22 lead form submissions, 70 add-to-carts, and 4.5 purchases. The campaign continues to serve a dual role between lead generation and ecommerce, though the primary value for this program remains lead volume.
YouTube delivered 1.14M impressions and 160K completed video views at $0.02 CPV. TrueView Robotic Mowers achieved a 40.1% view-through rate — indicating strong creative relevance with real-environment footage. The $6,254 investment generated the bulk of the program’s impression delivery, contributing to the 76% pace against Q1’s 7M impression target.
Moving into February, Search will shift mature non-branded campaigns to Target CPA bidding where volume supports it, and begin testing tailored landing pages to improve Quality Score. The Microsoft Ads search pilot is planned for March once tracking foundations are stable.
January achieved 98 qualified leads at a 20.1% qualification rate, with only 10 leads disqualified (2.0%). The 380 open leads (77.9%) represent pipeline in progress — as dealer follow-up continues, the final qualification rate is expected to improve. Year-on-year, qualified leads are up 9% (98 vs 90) while total leads are up 256%, indicating the program is scaling volume without diluting quality.
Qualification rates are consistent across both segments (Land 19.8%, Suburban 20.3%), confirming that the higher Suburban lead volume from Meta is not coming at the expense of lead quality.
| Source | Leads | Qualified | Qual Rate |
|---|---|---|---|
| Facebook (Meta) | 177 | 35 | 19.8% |
| 38 | 9 | 23.7% | |
| Organic / Direct | 273 | 54 | 19.8% |
| Total | 488 | 98 | 20.1% |
Google leads show the highest qualification rate at 23.7%, consistent with higher intent from search. The 273 organic/direct leads (55.9% of total) represent strong brand-driven demand — an indicator that brand and awareness activity is contributing to the pipeline beyond what in-platform attribution captures.
EZPZ Mowing (37 leads) and Ashmore Mower Centre (29 leads) continue to be the top dealer destinations. Moving into Summer Promo, ensuring these dealers have capacity and follow-up processes to handle increased volume will be important for maintaining qualification rates.
| Objective | Q1 Budget | Jan Spend | % Used | Remaining |
|---|---|---|---|---|
| Lead Generation | $239,775 | $37,031 | 15.4% | $202,744 |
| Purchase / eCommerce | $45,118 | $0 | 0% | $45,118 |
| Brand / Awareness | $49,045 | $3,344 | 6.8% | $45,701 |
| Google (Search + PMax + YouTube) | — | $21,989 | — | — |
| Total | $333,938 | $62,365 | 18.7% | $271,573 |
January spend was deliberately light across all objectives. Purchase/eCommerce campaigns were paused for the non-promotional period. Brand invested modestly to maintain awareness. The bulk of the Q1 budget — $271,573 (81.3%) — is preserved for the February–March Summer Promo, where lead volume and purchase conversions will be the primary focus.
Moving into February, we expect a significant step-up in spend as the Summer Promo launches across both Meta and Google with finance-led messaging, refreshed creative, and model-specific eCommerce pathways.
January built the foundations. February is where the program scales. The Summer Promo (1 Feb – 31 Mar) launches with clear creative winners, proven audience segments, and $271K in budget to deploy.