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My experience has been that image ads convert best on Facebook if there is no text on the image. If you get your targeting right (that's a whole other subject) then most of your "advertising susceptible" audience will click out of curiosity.
You'll get the best results if you make sure you use re-targeting (which is also a whole other subject).
In practice, if you're not sure of what you're doing with Facebook ads then you are likely to lose money.
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