The ad image that we use most is the ugly looking hearts with glasses picture shown here. I drew it myself, and a little embarrassed by it, but it avoids wasted clicks - which is the biggest problem with pay per click advertising. New members are joining from Facebook at a conversion cost of about $2.50 per profile.
This is not as low as our best with AdWords which was about half this, but right now, the same kinds of ads and targeting on AdWords would run over $10, so Facebook is about a quarter of the cost.
The other problem with AdWords is that most of the conversions came from a few sites and people on these sites had already searched for each other.
New faces are important, and helped because Facebook draws members from across their huge membership spectrum.
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