So... Here's a thought that might help (or hurt... results may vary?)
Anyways, the concept is simple enough but maybe a little hard to explain so I will try...
There are different types of customers. What I mean by that is they are all on different positions along the sales cycle.
Some are aware they have a problem (need cleaning services) and are actively seeking a service provider.
Others have been thinking about it but have yet to do any actual research into it- like maybe they just know they are going to put the house on the market and want to get the place cleaned up for it 'soon'.
Others are not aware they have a problem or maybe don't have a problem yet.
So, where are we trying to spend our advertising dollars?
Do we want to target the unaware they have a problem or don't have a problem group? Maybe- getting in front of these folks can have a positive effect if we can get our branding prominent in their mind so that when they realize they have a need (or a friend or family member expresses a need) we become better positioned for them to remember us and more likely to seek us specifically.
Do we want to get ourselves positioned so that when they know they have a need and start looking they find us first? These are the folks who are probably the easiest to close a sale with- we are solving their problems, and they are on a mission to get that problem solved/need fulfilled.
Now with all that said, where are each of these types of folks at?
Ask yourself a few questions and it will help... Do you go to Facebook to look for a dentist? What do you do on Pinterest? Does Twitter pop into your mind when you are needing a good carpet cleaning?
Now, each and every one of these outlets provide a great advertising benefit- but just different types of angles that we need to understand so that we can intelligently spend our limited advertising dollars effectively.
Google local search results is probably one of the absolute best places to get in front of people who are looking for a solution to their need/problem NOW.
This is why so many people are so concerned and motivated to get at the top of those search results. Yes, competition is thick for those spots- and rightly so because that's where you find people who will be looking to contract a service provider in the next day or week or so.
The social media? those are great for getting brand awareness things going. It gets us in their minds on a regular/recurring basis so that when they become aware of a need they might remember us.
This avenue is great for positioning us in a positive light and in many cases can also help in 'educating' them (maybe they weren't aware they had a problem until they saw your ad and realized that their carpets are filthy?).
Local mailers? Great for both types. You get into their homes and they see you. And the mailer causes them to think about their home and maybe educates them of their need. And those folks who are really interested in getting a good cleaning will be among them and some will use the flier to call you.
Anyways, I hope this concept helps to focus your mind on what it is that you want to accomplish with each advertising effort you make. Think of those early in the process and it might help you spend your dollars more wisely.