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Indeed Facebook advertising rules prohibit you from advertising a dating site to someone who has a non-single status.

I've experimented with Facebook a bit and it just seemed excessively expensive. I didn't try the CPC options, though, so may try those out.

Did you experiment with different ad copy/targetting ? - it can make a huge difference.

I'll see if I can get the OK from Facebook to publish the CPM/CTR rates from one of my ad campaigns so I can show exactly how important tuning is.

that would definitely be helpful. my efforts resulted in little success, so I didn't put any additional effort in.