I think the problem with internet ad's and ad words is getting it wright, then by chance you manage to get at the top, but it only lasts for a few weeks, then you start moving down again because some other people manage it, you spend more time trying to sort it out than doing the cleaning.
when we tried ad words we set a limit, guess what we got clicks all the time by 9.00am most mornings are link was gone not to return until the following day (google informed us click fraud)
Google maps?? again you go on your local map great you know there are only a couple of cc,s in your area and it's free, but omg 10 new cc companies have moved to your area within a week, whats going on?
Then we go on yell.com again you pay to advertise in your own area (area = your real business trading address/postcode), you do it because you judge the amount of companies that will show in that given search, but again companies show on that search which dont belong in your area (area = real business trading address/postcode). whats going on?? Oh i am talking about the listing that is under the sponsored list on yell.com the ones that cost about £600.00 unless you are part of a national company with branches then it cost about £130.00ish per area.
It is hard to work out what will work and what is a waste of money, but one thing i think is correct you do need to advertise it will always cost money and time.