[kposehn]

Your friends probably tried to do the same thing that they were doing on AdWords, but targeting people instead of keywords. (I am assuming here, so please correct me if I'm wrong)

This doesn't work because they have to approach the people differently; for wedding planning, I would instead do something along the lines of "read these 10 tips to keep your wedding amazing" or "use our free wedding plan tracker"

With an approach based on interest, your friends can educate people and get them thinking in order to follow up for more information. Instead of a hard sell, hit them with a soft one that helps them feel like your friends know what they need.