FB ads can indeed be very good in terms of returns. For this, make sure you have the external blog/MNS set up [with opt in], and then set up an fb page and post lots of useful content linking to the external page. When running the ads, link to the fb page. Make sure the page includes lots of share-able posts, such as pictures, infographics, and articles of the "top 6 things..."/ "10 tips for.." etc type
You should get lots of ppl to your page from the ads, and through their engagement (likes/shares of posts), this will further provide free publicity to your page (each times a person likes/shares a post, their friends will see it on their home feed). Many will click through to your external blog/MNS, and if you have an incentivized opt in, it is likely many will opt (fb traffic loves free stuff). If your free report/mini course is set up right (soft sells work best), then kick back and watch the $$$$ flow
I like to emphasize this - you should always have a niche-specific page set up, and send traffic from the fb ads to it. That way, each time each person engages with the page (likes it or likes/shares/comments on a post), it will show up in their friends' newsfeed/home, and this will generate free further exposure of your page, creating a snowball effect. The key is creating engage-able posts. IMHO, fb ads that do not funnel traffic to fb pages are missing out big time.
Focus on having a page full of useful and engage-able content while you are running ads. Do the marketing later.
Mancar
