Hello Chardonay, welcome to the forums! Wot a great name, wanted to call my daughter that but the wife said no
Impressive stats, and your right its all about reach, but I wonder about the type of audience. For a business directory, we want to engage business owners, so after trialing facebook advertising, although pretty cheap, it didn't generate any results, which is proberly a reflection of the facebook audience.
I can see it working for other types of business.