It works well for us. We have a B&B. We target a certain segment of the national population in our South American country. We bid low & get clicks for about 2¢ each. About 40 to 50% become fans.
It definitely brings us reservations that more than cover the cost. We now have just under 16,000 fans & every Saturday we post a news item with rates or special offers along with our email & website link that gets lots of activity, questions & site views.
We run the ad campaign before national vacation periods & put it on hold during the slow months.