Agreeing with others...we spent a substantial amount on the "directories" and "quote" services and got zip. A few inquiries but mostly stuff like "would you host my site for free if I did this or that for you" from sites which clearly stated "no free hosting" in their guidelines.
We have done better with magazine ads targeting our "niche" market and responses from our signature links on forums like this one (as well as the local stuff mentioned above). If you post good helpful information and don't make a habit of "trashing" other hosts people will click to see who you are now & then, and that's free.
We still play with Overture & AdWords some but the ROI hasn't been there at all. We consider it as just a way of getting noticed & they can get expensive in a hurry compared to local methods & word-of-mouth.