Step one is to set up a multivariate landing page with Unbounce.com - create several versions and test to see which yields the highest conversion rate to make sure that you're maximizing your ROI on ad dollars. From there use Perfect Audience (they have a 50 dollar free trial credit) to setup a retargeting campaign in order to keep top of mind for those that don't convert on the first visit. After these are setup, I'd do a combination of paid search and Facebook advertising. For Facebook advertising you can target by device - make the ads relevant - IE target IPhone users with ads such as "IPhone screen cracked? Call the top IPhone repair company in Ottawa - Free estimate - 100 percent guarantee."