We did a paid newspaper ad at one point for my horse riding business. I think we garnered a whole 3 customers from it. One of them ended up referring a few people to us and the others were duds, so we never renewed the spot. We were also in the yellow pages at one point which was also not worth it.
You know what has paid itself off time and time again? A website. Not FB, not pinterest, not twitter, not a blog but a plain old website. Plus it only needs updating periodically so you don’t need to muck with it every day. We’ve gotten referrals through FB but they are all through existing clients already.