I have been self employed doing various handyman jobs for around 4 years now.
We also renovate and develop property so the customer focused business is part time.
That said, my only advert is with the local village newsletter.
I get most of my work via recommendations. I tend to keep my clients in the picture wrt progress and when I intend to be on site. I suppose I am quite chatty, which in some walks of life can be a disadvantage, but people like that in me (unless they are just being polite

).
I did catch a small cold a while ago. I had so much repeat work from about 7 people that I neglected to grow my client base. Due to their personal curcumstances the work from a couple of major clients dried up and I was left with about a weeks worth of work.
Then other work appeard out of nowhere!
I know that I may not be the best that there is, but I do a reasonable job and people like having me in their house. I think that's what counts.
The other thing is honesty. One client who I was recommended to wants me to install a wet room. I have told him quite honestly that I have never installed a wet room before so we are researching it together.