Facebook ads don't work if you are trying to make direct sales with them. Most instructors here aren't marketers - they are instructors and profesionals in other fields. That being the case, they fail with social media ads because they try to drive sales with them - and that will almost never work, because people aren't on Facebook to buy stuff.
Facebook should be treated as cold "top-of-funnel" traffic, not warm/hot "bottom-of-funnel" traffic. Your goal should be to break even with Facbeook ads, because if you can do that, you are growing your Facebook groups, your email list, and your student list on Udemy (which you can market to over and over again via promotional announcements) for free.
I appreciate the sentiment, but I wouldn’t go that far. I just know my way around paid ads and how to navigate the buying cycle.
I’ve made several posts in here about the general strategy for social media ads. If you search around, you’ll come across them.
Facebook Ads are basically 'interruption marketing'.
The idea is that if you interrupt enough people you will eventually find customers.
But people don't like being interrupted.
So that is why it is better to focus on being found when your customer comes looking for you.
Inserting yourself into the search stream of people who are already engaged in looking for the solution you want, is a much better tactic.
Create a blog, create a presence on YouTube, create a useful group, all of these can be done with a time investment and will bring you interested parties that are looking for answers to their problems, which you can solve for them...
If you use facebook ads to bring direct sales you will at best break even. They may be more useful for raising interst, curiousity, driving people to your website or blog etc but in general Udemy instructors do better through focusing on course content creation and sending discount coupons to their existing community of students.