@spotiche5- I think that your friend has many advertising options that will help him get the word out about his house painting services. He already has a good start, and just needs to utilize a few more that are either free or very affordable.
In today's world, I think that any business operator must have an online presence. Your friend can advertise online through social media and by creating his own website. He can either set up one himself, or have a website developer create one for him for a monthly fee. If he decides to pay someone to set up and maintain his website, he should shop around to get the best rate because fees vary.
Your friend should also check with his local chamber of commerce about advertising options in his area. Some chambers offer various advertising options to local businesses for the cost of becoming a member.
Finally, local builders' associations provide unique ways for members to get the word out about their businesses. House painting would fall into the categories covered by these associations that often hold home and garden shows each year. This is a great way to showcase home improvement services to potential customers.