(edit : sorry its a bit long...)
Spending money on an advertising/marketing campaign before you have defined you strategy, your customer profile and your product is simply a waste of money and time. I may have misread you, but it seems to me that you are saying that what you are presently doing is not working – you are having trouble competing.
You need to fix that problem first. Who exactly is your customer, and what strategic assets do you have that can help? Do you have experience in other services that you can bundle? Can you save the customer time? Do you have access to communication channels that other services might not have? Are your customers retired folk, or are they urban professionals? Are they in specific identifiable neighborhoods, or are they linked by religious or ethnic ties? Are they motivated by being green and environmentally conscious, or are they turned off by that theme?
Are you sure that your customer base is mostly one-shot deals, or are they actually your source of word-of-mouth. What efforts have you made to tap them? Do you know which ones you might be able to approach (as opposed to those whose deal went a little off on you…)? Are your customers mostly just doing some spring-cleaning, or are they getting ready to move, or possibly preparing for or finishing a renovation… Are you or can you get affiliated with moving companies, residential cleaning companies, or renovators?
Hmmm – look do your customer profiles.
Type A: retired couple, enormous collection of stuff that they stored in their basement, need stuff moved upstairs and then into truck, enormously time consuming as they dither over what goes/stays, very price conscious (but will give you lemonade), not internet literate, find out through their social clubs for older folks, concerned about having their house cased by criminals, unlikely to repeat, but good source of referrals
Type B: single parent professional, very time stressed, needs dead appliances brought up from basement, plus ex’s free weights removed from living room, bathroom, and kitchen; wants it done now, but cannot be at home during business hours – wants an 8:00 pm call, does not care about price except if its more than $10, if you scratch her wall you owe her $400 to have house interior repainted, and wants a firm price up front.
Type C: a do-it-yourself renovator who decided to rip apart the upstairs ensuite bathroom, and his in-laws called to have him do some hedge planting at their place, so now he does not have time to get the debris removed, and wants you to do it. His son will be at home, come any time you want between 6 am Tues and 11:00 pm Friday; be sure to bring mesh gloves and heavy tote boxes, because the tile shards are sharp – oh and be sure to bring drop tarps so that you don’t damage the finish on the teak floor in the access hallway…
You have a history of contracts – this information is GOLD – use it to crawl inside the heads of your prospective clients. Then look at the Got-Junk site. What do you see…
No estimate provision – what about phone pictures or digital uploads = estimate + or –
Booking hours are 8:30 through 6 pm – why not evenings?
Their system is completely customer initiated, which with the price of fuel, is sub-optimal – find a way to blend loads and reduce travel costs, most other services have this kind of route optimization available to control costs. Consider discounting for bigger time windows…
Got Junk may be good, but they can be beaten – anyone can.
You need to address these issues before spending more money.
Great comments from your other respondents. Ahh, great minds think alike!
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