One idea to increase your web site's exposure is to give away something for free. An inexpensive giveaway could be a free booklet that tells about your business or topic. Save it as a PDF file and place a link on your site. Describe it as a free book and people will naturally download it. Many will print it out at their end. Naturally your advertising should be included on the pages!
Then, be sure you get your booklet submitted to the search engines. Pay particular attention to the keywords and description you use for the search engines. As people search for topics in your business category, your free booklet will come up, and with it your ads referring back to your web site.