This document discusses how businesses can maximize paid advertising on Facebook. It notes that organic reach on Facebook posts has declined significantly, with only 3% of followers seeing unpaid posts. It recommends that businesses re-evaluate their Facebook strategy, optimize posts for sharing, engage fans elsewhere, and consider paying for ads. The document provides details on different types of Facebook ads, such as page post engagement ads, page likes ads, clicks to website ads, offer claims ads, and event responses ads. It emphasizes the importance of audience targeting and provides tips for creating engaging ads and boosting posts once natural interaction declines.