Rewind a couple years and the term “Facebook ads” was rarely uttered among marketers.
Times have changed.
With companies shelling out thousands of dollars on Facebook advertisements, we have to wonder, does it really work?
The answer is twofold. 
It all depends on the size of your business, your budget and ultimately what you’re offering. More than 1.8 billion people now use the social media platform — making it one of the biggest communication portals out there.
Since so many people are on Facebook, launching an ad for your business, in many ways, just makes sense. It’s like putting up a billboard, but better. Facebook allows you to specifically target people who are likely to buy your product or service. If you know how to work Facebook to your advantage, ads can cause your business to skyrocket.
If you’re considering dipping your toes in the massive Facebook ad ocean, we recommend starting off by doing the below.
1. Research, Research, Research
Yes, like anything else in life, you’ll need to hit the books. Luckily, thousands of people have documented their experience with Facebook ads and can shed light on the digital beast. Start experimenting on a small scale, track your results, and fine tune your strategy.
2. Hire an expert
Because Facebook ads have become such a necessity among some businesses, Facebook ad consultants have become a valuable position. These are the guys who can master Facebook Power Editor and segment your audiences, create pixels and track your results on a granule level.
Conclusion:
With all that being said, there are still some scenarios where — we believe — spending money on Facebook ads just isn’t necessary. If you don’t sell a specific commodity, the only function you might benefit from is brand awareness. The old adage “you can’t take likes to the bank” still rings true. Unless you’re trying to entice viewers to buy a product, Facebook ads might be something that just wastes your time — or worse, break your bank.