Just to add my two cents worth. The main reason I went with AdWords myself was because I set up a paid Google Apps account to handle the emails etc. for hrpart

Just to add my two cents worth. The main reason I went with AdWords myself was because I set up a paid Google Apps account to handle the emails etc. for hrpartner.io. As part of that, they sent me an offer for a few hundred bucks off my first campaign as well as a dedicated AdWords account manager for a month. So I decided to try it out. My account manager was good, but she didn't really understand my business. I learned a lot of cool AdWords tricks, but at the end of the day, the campaign(s) she set up for me were really too generic, and I was getting all the wrong sorts of customers calling/emailing. Things like people were Googling "McDonalds HR Department" and seeing our ad coming up and calling us to complain about their shift! It made me realise that in order to make Adwords work, I really needed someone who was intimately familiar with the platform AND my business, and who had the time to monitor things closely and make tweaks on almost a daily basis. I'll hold off for now and spend the money elsewhere (possibly Bing as Simon suggested) and other B2B app and review sites and see how that goes.