I've been advertising on FB this week using a CPC campaign. I'm in the mortgage biz and the campaign is geared towards mortgage refinancing. I've used Google Adwords for years but i'm now taking a shot at FB. Here's what I've noticed so far and have some questions for the experts here and i'm looking for some feedback , which is much appreciated. - some details to consider , im running a one city , 1.3 million possible reach campaign which is targeted to 30-64 aged people , approximate reach per day is 5000 - 10000 according to FB based on my budget, ads are on news feed and right side , on both mobile and desktop - ads are designed for click thrus to my landing page on my mortgage website Here are the results so far... - FB clicks are on average .55 cents each while the same clicks on Adwords would be about $2.00 - FB clicks on the mobile "audience network" are coming in at about .19 cents , very cheap! - 90% of clicks are coming from mobile rather than desktop. Not sure why but im guessing that is how FB is serving my ads right now? - so far I have got 2 leads while spending about $30 , not bad , BUT , I have got about 70 clicks to my site and if that was from Google adwords mortgage keywords, I would have more than 2 leads so far probably. My questions are , why is the audience network so cheap compared to the regular FB site? Is it normal that FB has worse conversion rates than Adwords ? Thanks, Joe