[callmeed]

For me, it has always resulted in a significantly lower CTR and conversion rate than AdWords–and that's even after accounting for the higher CPC at AdWords. So I gave it up. Also, the number of clicks I paid for was always higher than the number of visitors GA told me I was getting from FB–and that kinda ticked me off.

The only time I've seen it work is for some wedding photographers I've worked with–and this is mainly because you can show ads to "women who are engaged".

So, it can work for some service providers whose target market can be sliced out of FB's demographics. But for most software-type businesses, there's dozens of better ways to put marketing money to work.