you can target your chosen area with Adwords. They have got a little map on there and you pin point where you want to target.
Effective while you are waiting to achieve a high natural listing, but can be expensive as it is basically a bidding war. Whoever offers the highest price for the search term in question, gets their ad shown.
used to spend around £200 per month on it, baring in mind we operate in london which is highly competetive, but you still have to pay for all the job requests, sales rep click etc.