Like Amy, I'm also based in the City/Square Mile although I do outcalls across zone 1. I am low volume.
July was initially looking dead due to postponements, so had planned to just sit it out and conserve my energy for August and September as both months are already booked out. However, July suddenly got really busy, not only with regulars, but with new clients too, so have ended seeing almost double that I would usually see. (After a year where I have barely worked, this has been a godsend).
I don't use AW at all, all clients come via my website, and I have ads on a several London specific sites. Very few time wasters either, thankfully, but that might be more because I do not display my number.