Facebook ads can be a highly effective means of gathering opt-in email addresses to acquire prospects and be able to later convert them into clients and sales. Or they can easily become a big money pit if mismanaged and targeted only at acquiring meaningless “likes” that may boost your ego, but that don’t translate into an ongoing relationship. One way of garnering email addresses to be able to send your detailed message and offers out repeatedly over time is to offer something of value, such as a free e-book, video presentation, or report in exchange for registration. Keep the opt-in simple: one field to enter an email address in and then click send. For more on this, see “Likes are for Losers: How to Drive Sales Using Facebook Ads,” Clarity blog.