Facebook ads are better than PCP ads because it offers a great feature where you can target audience as per their interest. First it starts with you goal as there are many types of ad formats are available by facebook. Once you agreed on a format, go for A/B test.
Facebook ads are so benefical for our website as compared to the other advetisement medias. It generates huge numbers of traffic to your website. Facebook offers differents plans for advertisments, you can choose any plan according to your budget.
I recommend using a combination of Instagram and Facebook. I have seen people who first created their visual and unique content on Instagram with appropriate hashtags, and then share it to Facebook, and then you run ad for that post.
You can use facebook ads to bulild brand presence across the world at is best optimisation and targetting level. Targeted ads are allowed in Google Adwords as well but you should have specific location and budget for the advertising.
Make a page of your service or product in your facebook profile and design adds for it. Post some content on the timeline and change the content periodically. Designing adds for your product will help you in generating traffic and it will also improve the leads on your website.
In order to maximize faceboos ads you really have to know your target, to do so create some buyer personas of your clients, with all the aspects involved in a buyer persona canva. Therefore target and specify in each buyer persona with a different array of campaings focused on those buyers, testing out and optimizing for each kind.