Angies List
Angie's List doesn't call it "paid advertising"
They call it... paying to get a highlighted (yellow) listing & to put you always on the top of the search list, at least the "Top Paid Highlighted" and they will allow 10-20 PAID highlighted listings per category.
I think it does make a difference to be at the top, but its not cheap for the highlighting. Expect $140 a month to be at the top and Highlighted vs. just being on the list for free, once a paid Angie's list member puts you on there.
I've been on there for over 2 years & do notice the calls I receive from Angie's.
They also offer an annual " SUPER SERVICE AWARD" for which I got in '07 & '08
But then, this award is basically worthless to us contractors, unless we pay another fee to angie's List for the privilege to use the "AWARD LOGO"
Basically Angie's List is a good thing for Homeowners, but their policies do not cater towards contractors, even when we pay monthly fees.
If you are not already on Angie's List. It's Easy.
All you have to do is...Offer to buy a one month trial subscription to a good loyal customer and have them write a rave review on your company. From then on you are listed and other Homeowners will use you & write reviews on your behalf.