By far, the most cost effective, and possibly most effective form of advertising would be to invest in Search Engine marketing. Not particularly adwords, but good ol' Search Engine optimization targeted at effective keywords for your industry. This will give you continual exposure and targeted traffic from people searching in Google.
I know myself I very rarely click an adwords ad when searching. I haven't tried Facebook ads myself, but with the data that Facebook has on users, the potential for very targeted advertising looks good there too.
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