Internet advertising has its limitations, when did you last click on an advertisement or banner ad? Yellow pages or Sensis got caught up in the so called click manager and sucked many businesses into paying for clicks via the yellow pages to a business web page. The scam got uncovered when it was discovered that Yellow pages where doing the actual clicking thus costing the business on a per click basis. How do i know this, I got sucked in on a 3 week trial where the link to a web site I own had a useless page www.purple.com which is nothing but the colour purple. Amazingly no one visited that page then bingo once signed up with Yellow pages the clicks/ hits went out of control. I told Yellow pages about their scam and I got struck off their list however I also informed my bank to close the account that Yellow pages were using to extrapolate money from………in the end we all went our separate ways, they knew what they were doing was wrong and didn't pursue me for the "click" money.
Late last year I had Sensis rep come in and try to sign my work up for the same as it had the previous year, which was that sort of stuff. We cut our spend with Sensis from ~$15k down to ~$2k. Hardest thing was trying to explain to then old fashion boss why we DIDN'T need it.
As for Facebook, our company page has only a few hundred likes, it's growing steadily after I only created it in November. It is there just to for awareness.
If you're actually trying to sell a product, the best form of any internet advertising that I have used is email marketing. Just last week I sent out an EDM to select target market (600 people) for a 3 day special, an hour later we get a call from a recipient, 2 hours later they had been in, test driven, and dropped 170k on a new vehicle and took it home that day. On top of this, we would a vehicle per month via this method.