TL;DR: I didn't set it up but it's worked well for physical products my clients sell.
I haven't gotten my hands dirty with it but I freelance all types of web stuff so I have (and work closely with) a few people that handle the SEO/Ad stuff. Usually we are promoting physical products (think event tickets, used computers, ect..) with FB and have had a pretty good success rate. FB lets you target with a level of specificity that is kind of creepy IMO but useful.
I'd say it's worth a shot. It's not too expensive and you can run a short campaign to see if it makes a dent. Maybe start with a wider scope and narrow that as you see what's hitting.
I guess the tricky part would be having users on it to talk to when the first timers click through. Also a lot of FB traffic is mobile so that's something to consider. Maybe you can exclude them from your target? Idk.
I haven´t, honestly I don´t know how effective they are. Have you tried them before?