Craig runs a plumbing business in Derby. Four vans. Six years in. Good reputation, steady Google Ads, regular work.
Thursday evening. He was finishing a boiler installation that ran two hours over. By the time he got back to his van... four missed calls, from numbers he didn't recognise.
He called them back. Two didn't answer. One picked up and said they'd already booked someone else. The fourth... a woman with a blocked drain. She'd called Craig first, waited twenty minutes, then called the next plumber on Google.
Craig had paid for that lead. The other plumber got the job.