You got it exactly right. You can see how my numbers added up between Google and Facebook (http://blog.fairsoftware.net/2011/04/01/sell-your-google-stock-like-r

You got it exactly right. You can see how my numbers added up between Google and Facebook (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...). Facebook allows you to attract people who don't know they could use your product (in my case, an entrepreneur conference - when is the last time you googled for a founder conference?). So yes, conversion rates are lower. I call it discovery vs. intent. Google allows you to capture people's intent. Facebook allows you to let your target demographic discover new products.