Lead Generator vrs Digital marketing and trying to market yourself

i do i have nextdoor facebook google business page and website. so far ive been building my backend my self.  ive also been looking at createing my own lead generator to help create leads for myself.  rather then purchase leads.  im just trying to get an idea of how i can target certain marketing campaigns when im ready to pull scaleing in overdrive and accelerate my workflow.   theres so many marketing things out there.  that i dont like wasting money.   i wanna spend money and stay strategic and firm and make sure it works for me