Are you signed up with Google Analytics and webmaster tools? Both are free an incredibly useful resources. For tracking visitors and the keywords they've used to find you.
Problem is ben, is that you can get noticed with certain keywords, the challenge is when you begin to re arrange them. As I've stated before, our industry is one of the hardest trades to master SEO. There's such a variety of keywords possible depending on the task the customer is looking to be carried out. I've now focused more on specialist work such as LPG, warm air and so on. Although I do rank well for some keywords that use plumbing, heating, gas combined with local areas, it still depends how you input them.
As far I've got quite a few jobs from the site, and its still early days, so I'm happy, and I will leave Adwords for now.
I already use google local business thingy and it is quite good. Picks up some of the searches my website doesn't. As for Yell
you must work for them! Shirley!