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The Facebook ads are created and changed each quarter. Frause writes the ad copy and select images to highlight certain aspects of the resort, such as the food, the nearby outdoor activities, or the amenities geared toward children. As we’ve learned through other Facebook ad campaigns we’ve conducted, selecting the right image is paramount. It is then a matter of drafting copy that plays on the image and provides a call to action. The final critical element is properly selecting the demographic to be targeted.

On average, the ad campaign has been receiving a quarter million ad impressions per month with a click through rate of just over 0.1 percent, which is about twice the average Facebook ad click through rate. The ads cost around $400 per month, and as a direct result of the campaign, Sleeping Lady is gaining roughly 500 new Facebook fans per quarter — a much higher rate than before the ads began to run.