I have used quite a few tuners, and I have to say I have used Celtic tuning on a few diesels and they have been really good, with really good gains. One time I used them the car was unknowingly already mapped and they said they could make it better, safer and stronger, and they certainly did, some reviews say other about them, as is always the case. Most claims are slightly higher than what you actually get, but it’s thereabouts.
I have found, the cheaper generic maps are fine and will do the job, some even come to your house, but you can pay more for a premium service where the generic map is basically the same but they tweak it a bit for your car on a rolling road, and maybe squeeze a few more ponies out, that in the real world you will probably hardly notice.