As sarahfriedlander said, congratulations, and embrace yourself! You will definitely need to figure out some way in which you are going to stand out from everyone else. Realize, though, the answering with "Quality and Service" is not going to suffice as no one can see your quality or service until you actually do it and since everyone else says that.
As far as PPC is concerned, I suggest for you to break down the numbers of how much your service costs you in total, and how much money you plan on making per customer - i.e. let's say it costs you $50 per customer, you charge $10/month, and you plan on your average customer being with you for 3 years (which you need to determine by finding out the industry norms by googling around), then each customer is worth $360 in revenue with a profit of $310.
Then you got to determine your click-through ratio. If you spend $10 for each click, 1/5 click to page 2, and 1/6 of those to buy your service, it costs you $50 to get someone to click on the ad and go to page 2 and $300 to buy your service. In the long-haul, you'll profit $10. Now the question becomes, can you stream the process so that you improve your click-through ratios or will increasing your customer base potentially decrease your costs?
That's just a start for you to consider regarding online advertising .
Chief Zookeeper and Slave-driver of Velocity Outfitters (http://stores.ebay.com/velocityoutfitters)
Wordsmith Extraordinaire - Looking Towards the Future (http://www.jasonquey.com)
Sarcastic and "exaggerist" to a fault.