New Google Ad Campaign

I have a pressure washing business and early on didn't understand google ads much but I really want to make it work.

During the bid learning phase, is it normal for it to spend a lot per click initially? Getting clicks up to $18 per click. I have it set to maximize clicks as I have read that is better than conversion when you just start brand new.

I am curious if there are any tips people know that works better for a local service business. Like always advertise some deal or discount to stand out from other ads?