Hats off to the team at Butlins On-Line.  During the "peak" booking time for wholesome family fun it must have driven them mad to see their site fall over.  But, rather than do nothing at all, they amended the Google Ad copy to drive people to the call centre.  The response time for Google Ads from creation to serving seems to be around 10 - 20 minutes these days and that gives us all fantastic scope to respond to opportunities - good and bad.

Now wouldn't it be even more fun if they could drive people to the Butlins call centre when the Pontins or Center Parcs  sites were down, or is that revelling in other people's misfortune a little too much?