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Very interesting numbers.. I've run a few of these campaigns myself and they all fall flat on their face.

We tried service reminders, vehicle promotions, actual vehicles, new vehicles, etc.

We got a couple form submissions here and there, but I found most of them to be very loosely targeted customers even if the ads were targeted. I love Facebook's targeting system, but I find that most people on Facebook are just not in the right mentality, so we need to develop ads that can creep in regardless of that.

I'm looking at doing some Facebook retargeting though - I think this may be useful, because if I don't have to pay for impressions it's a good way to keep hitting them over and over again after they leave.