Well first off I'm no marketing expert at all, so take the below with a grain of salt
I'd say step 1 is identify and know your target audience. Who wants to use what your business is offering? Is there a group in your target audience who may be unaware that they could benefit from your services/products?
Basically, try to find out where the majority of your target audience are so you can maximize hits with your demographic. No point advertising skateboards in an area mainly populated by old people, especially when the suburb next door is full of younger people with kids. This applies to targeted ads through google too