A college buddy of mine recently started a wedding photography business. He has had great success with FB ads. Word of mouth and referrals are starting to ramp up but FB was where he got his first 10-15 contracts (it helps when you can target "Women who are Engaged in Metro area"). The only thing that drives him nuts is that he hasn't figured out a way to not advertise on apps.facebook.com (games) because the bounce rate is obviously insane.