You have been brainwashed by Google AdWords for too long, which is normal, since it had been the only game in town for 10 years. Facebook ads work (http://blog

You have been brainwashed by Google AdWords for too long, which is normal, since it had been the only game in town for 10 years. Facebook ads work (http://blog.fairsoftware.net/2011/04/01/sell-your-google-stock-like-right-now-adwords-data/ http://blog.fairsoftware.net/2011/04/01/sell-your-google-sto...). Yes, intent-based advertising converts better. But that's irrelevent. In Google's limited view of the world, life starts when the customer is looking for your product. As an advertiser on Facebook, I can raise awareness for my product first, then convert those people who are interested. So when you look at CPC or CPM on Facebook, keep in mind that you derive two values from your ads: awareness and intent. Google only does intent, so their CPC numbers look "better" but it's a misperception.