small business owner need advice

I am a new locksmith company I currently have an seo guy and he seems to be doing pretty good for a lot of my keywords which is locksmith then city. I am in the top ten for 6 keywords and top 5 fpr 1. I am showing up on the local maps for only a couple citys but not nearly enough because I feel like that's how I am going to get most of my calls. Wondering what's the best thing I can personally do, I have an seo guy so I dony do like the backlinks, blogging or whatever nor do I know how. Would adding my business to local directories help with my rankings? I see yahoo local works is about $20 a month and it adds my business to a bunch of directories. Also does reviews play a role in my business rank? I have had decent success with google AdWords express, regular google AdWords and especially bing ads I have had horrible success, not because people aren't seeing my site but because I get a crap ton of clicks and no calls from it. Pretty sure its another locksmith just clicking my site because he doesn't like seeing my site above his, and the keywords for adwords are expensive in my industry, $5-$20 per click so yeah I'm not really feeling the AdWords at this moment. Any advice here would be appreciated, thanks.