We use it. I've been pleased with the results. In fact, we're just about to run another ad.
Advantages: 1) You completely control the budget. You can basically put in your budget and have Facebook run the ad until the budget is exhausted. You can run ads for as little as $10 a month if you want. It's more cost effective than some other methods I've explored, including mailers.
2) You can set numerous parameters to target different audiences. For example, you can set the ad to run in a specific geographic area and also set it to target Facebook users who are interested in reformed theology or interested in worship. The possibilities are seemingly endless.
3) Facebook tracks results very well. You can always see exactly how much you've spent, how many views you're getting, how many clicks to your website, etc.
4) The risk/commitment is minimal. As I said earlier, you control the budget so if you want to just give it a test run, you could always turn the ad off after a very short run and you've only spent like $5-$10.
Disadvantages: You are pretty limited in the word count for the ads. You are basically limited to a small blurb of a sentence or two only. We have all our ads redirect to our webpage so my hope is that the ad at least gets people's attention and then they visit our church website for more info.
If you want specifics on our results, PM me and I can send them to you. Overall, I've never had any visitor say to me "Oh we visited today because of your Facebook ad", but I do know we had many more visitors during the times we ran the ad versus the months when we didn't. Plus, I think just getting our name out to the community is important for future outreach efforts.
