The success story that the article talks about is about getting one lead a day only. If 5% of these convert into visitors who actually come and stay at the inn, that's 1 or 2 new visitors per month. Unlikely to be worth any trouble with the website. The inn owner would have been better off spending that money on Google AdWords. He's effectively attracting callers with what must be tens of dollars per call cost. If that's the success story, what's the typical outcome?