Forms are not down.
Two things are.
Total forms are near the best of the year. Two things fell: forms from the PAPR page since August, and shop orders in October. This page shows what we checked, what we found, and what we do next.
Forms on pace for October. Only September (41) was higher this year.
One brand order on Sep 21. It was 92% of September's $11,926 in shop sales.
Paid visitors who opened the PAPR quote form and started it: May to Jun, then Aug to Sep.
Total forms are near the year's high
Forms from Google Ads by month, counted on the day of the form. October runs to Oct 18; its light bar is the pace for the full month. In August, Google Ads counted some forms twice (see below); its light bar is the repeats.
Forms per month
Mar to Oct 2026Show data
More budget did not buy more forms
Spend went up and down by half. Forms stayed at about 9 a week. Budget is not what limits forms in this account.
Spend per week
USDForms per week
Same weeksShow data
Repeat counting made late August look bigger. Until Sep 12, Google Ads counted a form each time the same visitor sent one, so one click could count two or three forms. From Aug 17 to Sep 6 it counted 35 forms where the site recorded 18 sent forms. Between Sep 11 and Sep 13 the setting was changed to count one form per click. Since then the two counts match: 44 and 42 from Sep 14 to Oct 18.
So most of the drop between the last two 30-day periods is this fix, not fewer leads. The light part of each bar is the repeats.
PPS: the clicks still come, the forms do not
The PPS campaign kept its clicks and its cost per click. Fewer paid visitors sent a form from July. Organic visitors on the same site did not change. These numbers come from the site's own analytics, so the Google Ads counting change does not touch them.
Site forms per session
May to Jun vs Jul 1 to Oct 18Show data
The leak: paid visitors open the PAPR form, then stop
Share of form opens that turn into a started formShow data
Root cause: one form. On the PAPR page, paid visitors kept opening the quote form, but in August and September only about 1 in 4 started it. In May and June it was about 3 in 5. Once they start, they finish. Every other form on the site held steady. October so far is back to 4 of 9, too few to call it fixed.
This was about 4 to 7 lost forms a month, which is the PPS gap. The ads, the search terms and the page address did not change.
What we think changed
First-time visitors stopped starting
New paid visitors who opened the form started it 65% of the time from May 1 to Jul 5 (17 of 26), and 20% from Aug 3 to Sep 27 (3 of 15). Returning visitors fell less, from 42% to 27%. Google and Microsoft visitors fell together (62% to 29%, and 55% to 21%), so the cause sits on the page, not in one ad platform. The break shows around the week of Aug 3.
The product video is blocked for first-time visitors
On a first visit from the US today, no cookie banner appears, but the Sentinel XL video stays blocked: "To load this content, approve your cookie preferences and allow the required cookies." To watch it, the visitor must find "Manage consent". Returning visitors who already chose see the video. The block started between the May 7 and Jul 11 copies of the page in the web archive. The Contact Us and Request A Quote buttons are not covered.
Server errors in August
In August the PAPR Contact Us form showed "An unexpected response was received from the server" 3 times. That loses sent forms, not starts, but it should be fixed.
Not the device, the browser, or the form itself
Almost all opens are on desktop. Chrome and Edge fell the same way. The same Contact Us form held steady on every other page.
The question for your web team: what changed on the Infectious Disease PAPR page or its Contact Us form between mid-July and early August? Why is the Sentinel XL video blocked for US visitors when no cookie banner appears? And what caused the August server errors?
The counts are small: 9 to 38 form opens per period. The pattern holds on both ad platforms.
Shop sales: one big order, then fewer small ones
A normal month is $367 to $1,895 from 3 to 5 orders. September looked big because of one $11,005 order through brand search. October has one order so far.
Shop sales from Google Ads
By month, Oct to Oct 18Show data
Two changes removed the campaigns that made the small orders. WFI Shopping was paused on Sep 23; it made orders on Jun 19, Jul 24 and Sep 16. The phrase keyword "water for injection" was paused on Sep 29; the searches "water for injection" and "sterile water for injection" made four orders. Nothing replaced Shopping until Oct 13. Both are back on as of Oct 19.
What we checked
PPS: the PAPR quote form
Paid visitors opened it but did not start it in August and September. About 1 in 4 started, against 3 in 5 before. Other forms held.
Shop: two order makers were switched off
WFI Shopping was paused on Sep 23 and the "water for injection" phrase keyword on Sep 29. Both made orders before. Both are back on as of Oct 19.
September clicks were weak
The extra spend bought PPS clicks that rarely convert: "papr" phrase got 134 clicks for 1 form, and mobile got 43% of clicks for 0 forms.
WFI forms were not lost
In June, searches for "ilc dover" ran in WFI Search. Since Aug 3 the Brand campaign takes them: 27 forms since Aug 1.
Budget
Forms held at about 9 a week whether spend was $3k or $5.7k a week.
Ads, search terms and landing pages
The same PAPR ad and page ran from April to October. The branded Sentinel searches still come. The pages load and keep the click ID.
Tracking
Until Sep 12, Google Ads counted repeat forms from one click, which added about 15 forms to August. It now counts one per click, and it matches the site. The PAPR numbers come from the site's analytics, which that setting does not touch.
reCAPTCHA
It went live in May or June, and June forms still finished.
Demand
Organic visits to the PAPR page rose from 30 in April to 62 in August.
Merchant Center
All 38 products are eligible.
What changed, and when
An invisible reCAPTCHA goes live on the site.
A site tag change starts counting each form submit twice, until Aug 20. Leads were not lost, but the site was being worked on.
We start managing the account.
The Brand campaign starts. Brand searches leave WFI Search.
Paid visitors who open the PAPR form stop starting it: 23% start in Aug and Sep, down from 58% in May and June.
Open: 4 of 9 started in October so far, too few to call it fixedGoogle Ads switches to count one form per click. Before this, repeat forms from one click added to the count.
One $11,005 shop order comes through brand search.
Budgets on 17 campaigns are cut, most to $5 a day.
Fixed: budgets came back Oct 1 to 12WFI Shopping is paused.
Fixed: back on Oct 19The "water for injection" phrase keyword is paused.
Fixed: back on Oct 19All lead campaigns now bid on one form action.
Budgets come back.
Shopping All Products starts. One week, $104, no orders yet.
Target CPAs are set on WFI Search ($350) and Aseptic ($250). Pharma Microsite and Aseptic budgets go to $15 a day.