Facebook ads don’t work like AdWords. So they don’t convert like AdWords, either.
There’s no intent. No one looking for something specific to buy. Which means you have work to do. Because you can’t just throw up a simple, single 25-character text ad. Calling it a day.
Instead, it takes a careful choreography of campaigns; different objectives all working towards the same end goal.
Add up the different ad types they offer for each objective on multiple devices though, and you’re quickly looking at hundreds of combinations.
Start here to help you cut through the clutter.