Purchasing an email list is one of the most common reasons why marketers believe that email marketing does NOT work. Your potential to make them work is just as good as the quality of your email list. Most of the time these lists are spammed to death (unresponsive state) before they are sold as just a database.
If you are a local business advertising online, the first step is to stand out from the crowd (visible! isn’t it?), but it not as simple as it sounds. You might have a unique branding, positioning in market and USP, but if your funnel looks like your 100s of competitors, you will not stand out.
If you are investing in PPC, you must be optimizing your campaigns feverishly. Even if your campaigns are on Positive ROI, it is wise to evaluate and optimize for better results.