Before audit (pain):
Avg ~ 60 calls / month, flat for four months. Wrong GBP category, no call-button on mobile, ads pointed 10 km out — tourists tapped, locals scrolled by.
Re-categorised Google Business Profile, launched call-only Local Search ads inside a 3 km geo-fence, blocked 4 912 junk-app placements, plugged calls into GA4.
40 → 120 calls / month, +110% confirmed reservations, $0 extra ad spend