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I've run millions of dollars worth of Facebook ad campaigns. "Like" campaigns are the equivalent of brand advertising, a world in which there are no directly measurable metrics, so advertisers judge their performance based on metrics like "Did your ad campaign increase awareness?". Also, surprisingly, the most effective way I found for actually acquiring likes cheaply was to run direct response campaigns focusing on clicks to website, offer claims, and website conversions. So we got the best of both worlds, cheap fan-getting, as well as DR conversions. Basically, what I found was that to get their desired result of "people who visit your website then like the page," it is much more effective and cheap to focus on driving them to your page.

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