I think I will start with the guy I found in Concord. He charges $50/hr and he is commercial aviation pilot. If down the road I find better ways to speed up and reduce cost of training I can always take it, right?
Just so you know, every CFI is a commercial pilot. It's a prerequisite.
There is a lot to be said for being close by the airport.
Keep in mind that your major cost is the airplane. The going rate around the Bay seems to be $60-$70/hour for a CFI, and at Reid or Livermore, $50. But a 172 is around $120/hour wet to rent, possibly much more if you insist on a late model (hint: don't do that -- they all fly the same).
I'll presume that 110 hours includes a lot of ground. If it includes a whole ground school, you're getting gouged. There are much better and much cheaper ways to go about that. Even a full fledged class is $100-$200, sometimes less (there is an outfit at Watsonville, for instance, that does it for free if you take the written test from them).
It is, however, reasonable to expect 30 minutes to an hour of ground for each lesson. It should be closely tailored to what is going on in the lesson that day. It should include a briefing about what is to be done that day (preferably brief, as you should have known before you got there for self-study), and a debrief afterward to go over what worked and what didn't. It should not include things you can get from reading a book, aside from spot-checks that you understand it.
Watch out for that -- there is one fabulous instructor I use for single-time training (like my recent flight review), but it takes him three hours to blow his nose, so he's prohibitively expensive for a certificate or rating. In particular, they should use the airplane efficiently.
Too bad Gene Whitt isn't around anymore. He used to teach at Concord.