Facebook advertising can support different business objectives, but a campaign should not begin simply because a platform is popular.
Start with the objective
Clarify whether the goal is an inquiry, a website action, a sale or another measurable business action.
Prepare the customer journey
The advertisement is only one part of the experience. Consider what happens after someone clicks or responds.
Creative and message matter
The advertisement should communicate a relevant message clearly enough for the intended audience to understand why the next action may matter.
Review the information available
Measurement should help inform decisions, while recognizing that business outcomes depend on multiple factors.