While some dismiss Facebook Like Ads as a vanity metric, they can be an effective way for businesses to build their audience and keep people engaged on the platform. Doing targeted Like Ads for as little as half a cent can invite potential customers to like a page and help develop relationships with them. The ultimate goal is to move people from a brand's Facebook page to their email list so they are more likely to open future emails over other messages in their inbox. Using a combination of Like Ads and boosted posts can help build trust and reach people at a lower cost than website conversions alone.