I'm sure advertising on Facebook is awesome, and probably very effective if you can meet the "Simple but Effective" factor. What I mean by this is keep the ads short, but able to best explain your services. Make sense?
Also there are alot of things to make sure you cover: Pretty much the same things alot of people use to get people to their site.
Selected Target Audience, Keywords, Making people notice your site (making it stand out, add a tiny image or something someone can relate too..
That's all I have... I hope you the best with the ads, but since I don't do them I really can't help out alot. I just think advertising it the same way you do a website would be alright.
SIMPLE BUT EFFECTIVE !!!