The best form of advertising
You want people to come to YOU. The only way to do that is to become the perceived expert in your field, then back that up with strategic advertising in your tradezone - saturate it, dominate it.
I'll give you an example. A client owns a health food store. Does ok but could do way better. My suggestion to her was to revamp her website and get video on there of several locally-known experts, educating her clients (drive clients to the site). Partner with these experts and you send them business, they send you business. Layer in some targeted cable TV advertising, an occasional mobile texting campaign (for free!), a few select coupons here and there...and voila you are the expert. If you can, always use your advertising to drive people to your website...because there, you can make anything happen you want to - it's your site! Once you accomplish that, then you can get into web crawlers and all sorts of site optimization techniques to drive people outside of your local area to you!!
Good luck -