Do you want to build brand awareness of your company so that you eventually get jobs because people recognize your name or do you just want to attract work?
Branding would be: Big head lines " Pro Painters - painters who you can trust, we do this, this and this, call me..."
In this type of ad you want your company to be prominant. It will take much longer to get work with an ad like that, but if you are combining it with other forms of advertising, eventually through name recognition you will get more and more response, eventually your advertising will get better response rates once you have a recognized name in the community.
Pull in work would be: Big head lines "Need your house painted? We paint house, call me..."
In this type of ad your company name is secondary, the ad attempts to recognize and solve a potential customers problem, with you supplying the solution. This type of ad will generate more response, but it does nothing to build your company name over the long run.
This is an example of the latter - the company name is secondary to the message to attract a response.
Logic would say to create an ad that does both at the same time, but that is impossible. You can create an ad that does both only by consistantly running the same message over and over again. Coming up with a really good call to action that can become identified with your company and running it long term will eventually do both.