Jeff, if I could humbly offer a few suggesions to your ad:
1. Put a good headline at the top instead of your company name. Something like "We know your dirty little secret" or "dirty roofs professionally cleaned without pressure or damage, guaranteed" would do fine.
2. Have an offer. 5% off or $25 off is a good start. I don't know your costs or your profit margin, but it really does't matter. Markup your prices accordingly, the better the offer the more response you will get. Although it sounds misleading to mark up your prices, the customer is only interested in the final price anyway.
3.Give them a reason to act. Make the offer good for the first 16 customers or have an expiration date (the shorter the better). Anything to create a demand will boost your response. It creates scarcity for your offer.
4. Include a testimonial (aka "social proof"). Get in the habit of asking all your customers for a written testimonial after you are done with the job. I find it better to ask like this: As you are standing at the doorway and the customer is writing you a check say "Oh, just one more thing. Would you do me a favor and write me a short testimonial on my work?" 9 times out of 10 customers will gladly write something out for you. You can then use these to put in your marketing or if your wife (I assume you're married) scrapebooks have her make a book with before and after pictures along with the testimonial on the same page. Bring this with you when you bid.
Good luck, Tom
