The image is the most important part of your ad. I've played around with copy, but the image will make or break your ad.

Ads to Facebook pages work better in my experience. I convert a lot of new fans through Facebook ads.

I'm actually driving a lot of traffic to an external site through Facebook ads. My current CTR is .061% and I'm paying $.44 a click for one particular campaign.

Facebook retargeting is also getting a lot of good buzz, but I have yet to use it.

Personally, I don't think a 12% conversion rate for your completed surveys is bad. Conversation rates have a lot of different variables. Your ad might have set certain expectations that your survey didn't support. Hard to say without knowing specific ad creative and survey topic.