Get your name known. You can have the best product or service in the world, but if no one knows about it, no one will buy it. You can't sell a secret.
Get involved in your community - both offline and online. Look into joining your local chamber of commerce. Look into donating some resources to a local school or some other community group. Work at local festivals (does your city have an arts and wine festival? School carnival? Bake sale?)
If you have the money, and you have willing employees, see if they will likewise get involved in their local communities...or if they're already involved, if they're willing to shill for your company while they do so. (pay them something for their time, though, since you are asking them to work for you. This is why I said 'if you have the money'.)
You do want to plan this out carefully, since you don't want a) overexposure; b) burn yourself out; or c) keep doing this if it doesn't get you any returns.
I personally am very leery of CPC campaigns, since people may click to see what you're offering but not have any intention of buying right away. They head off to comparison shop...and then they get sidetracked. I also judge based on my own behavior: I rarely sign up for a service with a company I don't know if a trusted friend or family member hasn't recommended them to me.
