The first place to start is making sure that the Facebook page has a good landing page that will increase the immediate conversion rate of the people who click on the ads.
Every time someone clicks on an ad, you can pay anywhere from ten or twenty cents to one or two dollars, or even more sometimes, so you want to be sure that you're getting some money back, or you won't be able to continue to run the campaign.
What you need to start with is something on the page that they can do to contact you, subscribe to your form, visit your site, buy the product, or whatever.
You need a landing page, perhaps a custom tab landing page that is set up to turn clickers into customers or email subscribers in as fast a way as possible.
You offer them unbelievable value, with a time incentive to act now to get a huge bargain, and you might have the Pay Pal buttons or subscription form under a video that plays when people visit the page.
You can set that up via a page like Static HTML: iFrame Tabs or Welcome Page, or you can do it through the Developer section of Facebook, with a canvas page taking content from any externally hosted web page.
Anyway, one of the things that will play a difference is the amount of likes you have, because if you don't have a good amount of likes on the page, people will just assume that you're not trusted, not sticking around permanently, not serious, nobody likes you, you get the idea.
People are more likely to like a page if it has lots of likes on it, and they are more likely to trust the company if it looks like it has been around for years in the same place.
Here are a couple of pages which continue to explain the things you need to do in order to run a successful social marketing campaign on Facebook, whether you are using Facebook Ads, Facebook SEO, or viral marketing.
How To Get A Return Investment From Facebook Ads: http://business-
How To Get More Facebook Fans: http://www.free-