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FYI, as the $20k guy, the money wasn't spent all at once. We fiddled, we tried, we failed, several times, miserably. We've made mistakes on Google as well, but success was more easily achieved.

So, despite being certain that our target audience is on FB, we have concluded that we're better off advertising in a place where the intent to purchase a hotel room/travel is clearly present (ie google search).

It's a specific situation, certainly not true for all advertisers. I'm sure that FB advertising for other products might work quite well. It's just not for us.

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