It depends on your goals and objectives, your target market, and the information available about them. It also depends on how much you want to spend. The good news is that Facebook provides a number of options for advertisers, so if you're looking for something less expensive than a full-blown ad campaign, there are certainly options available. Facebook Ads offer a variety of ways to get started with your advertising efforts—from building an audience using Custom Audiences and Lookalike Audiences to buying ads directly on Facebook itself. You can also choose whether or not you want to use Power Editor or Ads Manager (or both) as part of your campaign. With all these options available, there's no excuse for not giving Facebook Ads a try.