I had nothing from Friday ad for Enfield yet it ranked highly on Google.
I think the only reason it's ranking is because Backpage is gone.
Bear in mind AW doesn't rank for any Google search yet it's the biggest player in the UK.
I only bother with it when I'm working in Kent, Essex, West/East Sussex or Hampshire. In those areas it does very well. I wish you could buy a weekly ad though - I only tour a week at a time so I end up buying it because I'm going to Gatwick, then I've got three weeks still when I might be in Yorkshire, Manchester or Wales, where it's useless.
Actually maybe I'll email them and suggest a weekly ad price.