[davemel37]

This is the wrong question to ask. You should ask, what are the cheapest ways to acquire users? Most companies can successfully market themselves through a dozen or more channels, yet almost all never use more than 3.

Search traffic is bottom of the funnel where people express intent. If there is existing demand for your service, than search traffic is valuable. If there isn't demand but there are competitors, bid on their brands, if you are in a new industry with no real competitors you probably need a reality check but search is not where you will find users.

Because search is bottom of the funnel and demonstrates explicit intent it is the most expensive traffic out there. It definitely works though and anyone who says differently just gave up before finding profitability.

I tell my clients to invest $5k in search the first $1k will return $500 (lose $500). The second $1k will return $800. The third will break even, the fourth will show a 25% profit and the last $1k will find profits you can scale.

If you don't go in planning on losing a bit to find what works (or go in with a site that won't convert) it won't work. If not there is no reason it can't work.

All that being said...Facebook right now has the most robust targeting in the advertising world short of massive enterprise DMPs. Milk it for all its worth if you can.

Read jonloomer.com to master Facebook ads.