FB is not your best solution, nor are they your friends. They would like you to believe this. But they are more interested in profits than in connecting you to potential customers. The inception of FB lays at the heart of the issue. FB was created for college-age students to interact socially with one another. It was NOT created for advertising. Advertising was an afterthought, and whenever you engage something financially, you must beware of this saying, "Every thought is an afterthought." Avoid spending money with any individual or company where you are inclined to believe they are operating on 'afterthoughts' unless you want your money to be part of their learning curve.
I used FB advertising as a 'pilot' or test since it began offering this service. It failed the tests. Failed miserably. If you find yourself addicted to FB, then I would encourage you to get off of it. Pretend it does not exist. Succeed on your own, and then you can think about having a business presence their, but only as a compliment to what you already are. That's all FB will ever be, window dressing. So build the house first, and install the best windows to give the best views, and then think about FB as a window treatment. Make sense?
If you are willing to spend money on advertising, your hard-earned money or investment money, then you MUST first think exactly like your potential customer. This concept is called 'isomorphism.' Few people understand this term. It essentially means 'from the perspective of the one who is to be influenced.' This is so critical. It is the be-all, end-all of marketing, advertising, publicity, politics, you name it. You have to be able to 'get inside the head' of the individual whom you are attempting to influence, not to influence them, but to gain critical perspective into how they think - either sequentially or dynamically, or a combination. How are people influenced to yield their attention, enough to captivate them into spending more of that attention such that they would be inclined to consider exchanging something of value that they have for what you are offering?
You need to know your niche market. What are their demographics. Who are they, and WHY might they be inclined or compelled to buy what you have to sell? What are their unique intrinsic and extrinsic motivations? This is called 'psychographics.' If you succeed in knowing your various niche markets in this way, then whatever you design to 'captivate' them will yield results. In fact, it will work so well that you can 'test' its effectiveness by placing real or perceived barriers in the way of their contacting you or purchasing your product or service, and they will defy logic by being even more dedicated to patronizing your business, in spite of the new barriers. This is one of the ways that I have known that my marketing models produce the only intended result that matters, and that is they 'convert' - which means they click on something and/or follow instructions such that they PURCHASE the service or product, AND their expectations have already been cemented such that they are 95% likely to be highly satisfied with the results.
This is possible to do. But it takes loads of research on your target market, coupled with insight and risk taking. You WILL develop/evolve a method that none of your competitors have ever actually used, and this is one key way of knowing you are on the right track. And FB is NOT one of those methods. FB is a carrot on a very long stick, so long that no one can see the actual carrot. They (and you) are simply assuming that the carrot is there. And FB is counting on that magic working for them. Good luck.