If you have ever tried to get informations about your site visitors you know that people don't like when a website ask them to type a name, email, home address, phone number etc. Buti f you use facebook in your business, you don't need to get these informations, because facebook store these data from everybody. This is one use of Facebook that many people do not make use of. Facebook has a lot of information about its users, and this information is made available to others depending on the privacy level that the users specify. Whenever they use their Facebook ID to log into your site, (if you install this facility of course), Facebook will make available to you as much information as the user has in his or her public profile.
This means that when it comes to savvy people who are aware of how Facebook works, you may well only get general information like email addresses. Email addresses are useful tool considering that the email address on Facebook will mostly be genuine. When it comes to users who are either not knowledgeable enough about the different privacy settings in Facebook or are just not bothered enough, you can get much more information from Facebook. So you will know some extra information about your visitors and customers and you don't need to do much just use facebook.
This can help you not only generate more leads for your ad campaign but also target it to specific niches based on the information that you get from Facebook. For example, if you are selling fitness equipment, you will probably be able to target your campaign to those people whose profile lists anything related to fitness as their hobbies. Not only is the campaign going to be much cheaper, it is also going to be much more effective, because you will never be able to target the audience in such a focused manner anywhere else. So you can help people much easier and make more money (much easier) than ever before.
As mentioned, the amount of information that is made available to you by Facebook depends on the users themselves, so there is always the chance that users will not make much information available to you. Yet, this method is still effective because you will get the basic information that you know is at least accurate and not outdated. So most likely you can reach your visitors and customers after a few months or a year and you don't need to do anything.
This facet of Facebook is even more useful when you consider the kind of business you deal in. If your business is local in nature, you can focus your search to a particular geographic area so that you know that any leads generated would be useful. This is much better than spending time on worldwide customers who are not going to benefit your business in any way. Integrate facebook to your site and you can generate leads easier than ever before.