i build my own pu's. for anything worth having you want to use 42 to 44 awg the really nasty cheap pu's from the 60's tended to use 40awg wire and cheap ceramic magnets. the magnet chosen also makes a big differance, the manet strength weakest to strongest is alnico (A)
A4, A3, A2, A5, A6, A7, ceramic8.
A2&4 are the type most ofen used on early les pauls, A5 is the most frequently used on decent guitars now. A6 will give a ponounced bass. A7 is good for semi acoustics if you are after a more acousic balance. ceramic8 will give you a more agresive sound with lots of power. i dont like neodinium as it makes a shrill sounding pu.
the number of turns affects the tone and output power, lots of winds acts like a choke and limits top end response but lots of winds gives more volume
single coil pu's "early fender" used A3 but mostly A5 now.
theres a bit of hype on pu building.
mostly its trial and error till you find something you like. if you inend on wax potting test the pu before potting it up. to make the wax a low melt wax add a little peroleum jelly ( vaseline to the wax ) a nice poting wax can be made from candle wax with some vaseline and pine resin, this is very much like the soft brown potting wax from the early elctronic days