May was our best month ever, now we are suffering...

Scenario: We are a specialty service based business. Rank #1-2 on Google Business Listings Website is #2 on Google Running a Google Ad for last 8 months, no changes.

Business had been slowly increasing every month. May was our busiest month! Come June and July, we are hardly booking any appointments.

I've done a full search as a potential customer and everything looks great, our business shows up as described above.

Website history shows a slight spike around 5/14/25 for clicks. But doesn't drop drastically after that.

Not sure what the heck happened. Any thoughts?