Or, alternatively, they will spend more (input) to produce the same amount of leads (output)? Practically, their margins shrink while the websites maintain reve

Or, alternatively, they will spend more (input) to produce the same amount of leads (output)? Practically, their margins shrink while the websites maintain revenue. To be clear, I'm not saying the above effect will definitely happen, only pointing out that other outcomes are possible. In practice it will be some combination of the two.