Hello,
From your photograph, I see minor damage to your Butterfly bush. The most likely insect causing the holes would be either the European earwig or the four-lined plant bug. You can read about Common Insect Pests by clicking on the link. You note that you sprayed with an insecticidal soap, but did not see any insects. We recommend Integrated Pest Management,
which in this case would suggest that you not treat for an insect you have not identified. In addition, if you read about 
Insecticidal Soap, you will see that it works only by contact with the insect, and there is no residual effect from the residue on the plant. You may find that no further damage occurs, and that you will not need to spray unless you see active insects.
A possible cause for the turned leaves could be herbicide drift. Perhaps your lawn was recently treated. Here is some information on Herbicide Damage to Trees and Shrubs.
You might also be interested on our fact sheet on Butterfly bush (Buddleja davidii).
Thank you for your question.
Barbara