I find that most small businesses can't afford to do "awareness" marketing. And what's the point of that anyways? Small businesses need a stream of PAYING customers. And the best way to do that is to build a sales funnel that starts with a lead generation offer -- something you provide for free that gets someone to raise their hand and say "YES I want to know more about that . . . . "

What I love about FB advertising is you can get uber-specific on who you reach. So make sure your ad resonates with the audience you want - the words, the images, the offer should immediately capture the attention and get someone to opt-in to your offer.

You'll get a better response, more qualified leads, and save money by doing targeted advertising with a lead generation ad/offer than by doing "brand building" advertising.

"Small Business Stacey"