The first few times I did ads, it was very frustrating. I way over paid for clicks using CPM. Put in $0.10, get 50 clicks from 500,000 impressions, pay just under $50.00 or $1.00 per click. This time around it started about the same way, way over paying. So, I changed a few ads and tried CPC, did better, kept my click price down below what I was willing to pay. But eventually the clicks stop coming because FB stops your under performing ads. So, time to quite, right? Heck no, double down. I went and spread the years out three years apart, several photos per ad, now I had 12 adds running. These were going good, getting clicks, then FB stopped my under performing ads again. Time to quite? Heck no, double down again. I went to 1 year and exactly the age. 8 photos of each age. Had 32 new ads. The trick is, each ad FB will run a short time to see how it does, if it performs, they will let it continue to run, if it under performs, they cut it off. That number for me is around 6k impressions with no clicks. They will cut it off. But, I got 6k test impressions to see if the ad was any good. I am guaranteed to get some 200,000 impressions for my 32 ads. If it gets a few clicks early on, it stays alive a little longer. If you hit on something, it will even go longer and now you got an ad to spread out to other ages. You might ask, well, what good is 200,000 impressions if no one clicks (well, you will get 20-30 clicks on the bad end), well, you have to have impressions to get any clicks. 0 impressions means 0 clicks, that is a fact. So you have to have impressions to have any shot of getting clicks. In golf, 100% of all putts short of the hole do not go in. If you put enough speed on the putt to get it passed the hole, it has a chance. Below the hole, 0% chance, above the hole, it has a chance. No impressions, 0% chance of a click. 200,000 impressions, got a good chance to get some clicks, which is your end goal. Next time you are about to give up because the impressions and clicks stopped coming, remember to delete the under performing ads copy the decent ones and change the age to exactly an age, and double down by adding new photos. Then do it all again, maybe going by state. Soon you may be at 30 states, 20 ages, 20 photos. 12,000 ads, at least 72,000,000 impressions. Most will be free, only pay if they click. EDIT: My latest ads, 164,000 impressions, only 26 clicks, $0.25 CPC and $0.04 CPM, this after FB stopped showing my ads for the past 8 hours. Now, I am doing an ad that has a 7 day EPC of $228, so I am being way to cheap, but I need some conversions first. I also got 3 page likes.