I have used Google adwords for about 4 years, they provide a tracking facility to monitor your ROI. I also use MSN and yahoo advertising, Google is by for the busiest.
Best tip is to use very specialized keywords and learn how to use the search expressions to cut down on your bounce rates. You can also I believe target a geographic area within the UK , we just advertise within the UK. Do not enter the content network until you are more experienced at tracking results
Analog search results are a black art in competitive markets. Tips
Buy a related domain for your search term for example Rib-hire.co.uk, Rib-hire.org.uk and so on (use 1&1 for domain registry). Keep to uk based domains, especially if you are hosting your site out of the UK and need UK customers.
Use google webmaster tools when registering your site and to submit a sitemap.
We have also had excellent results using Joomla content management systems as a base to our sites, fee and highly flexible.
Register with www.dmoz.org
for free and yahoo directory (cost's though)
Then get links into your site from related websites with the required keyword as the link for example. rib hire
not c2ribs.co.uk (change your signature)
Thats all for today, back to real work. Ps anyone suggests paying for analog listings be very careful, its the new 'money raking' industry.