Unlike Google Adwords, people aren’t actively looking for a solution on Facebook. They are on the platform to unwind, relax, and socialize. Your job here is to appropriately tailor your message to gently guide potential customers down your sales funnel, without disrupting their experience. On Facebook, you never have to “pull” customers in.
Facebook already knows your potential customer inside and out based on information provided willingly by users. This infographic shows you how to set up a Facebook ad and help you determine which ad format to use to accomplish your marketing objectives.
Infographic Source: https://www.squirreldigitalmarketing.com/blog/how-to-run-facebook-ads/