Facebook advertising is suitable for every business, it's just a question of what goal the company wants to achieve on this social network. Types of Facebook campaigns are determined by these goals (growth of website traffic, brand awareness, web-sho sales growth, etc.)
Facebook doesn't provide the possibility of direct targeting of users who need a service (like google), but it all comes down to "segmentation". Based on a lot of testing within the sales funnel, you can reach the target group that needs the service you offer.