unlikelygeek

Sure,

Recently, we had a FB campaign doing pretty good. We set up a $1000 per day limit and were getting about 5,000 impressions. Since we were getting a really good click through rate on those ads, we doubled spending the following day. Our expectation was that we would get around 10,000 impressions. What happened though, is we still only got 5,000 impressions. Our campaign (unchanged) went from serving at $.20 to $.40 that day.

FB does an excellent job of putting your ads in front of the right people, but it does better with fine tuning as opposed to big changes at one time.

It's always best to use good coding practices and follow generally accepted standards. You should at least use in-code docs for your own sake. In addition to the appearance of knowing what you are doing, it will be easier for new developers coming in to get up to speed. The big company coming in will act like it is a big deal, even if it isn't. It's all part of the negotiations.

My company has used both for a while now and Facebook provides substantially better results for us. What sort of business you are advertising and your target audience will dictate what works best for you. It's been our experience that it will take a few weeks either way for the algorithms to settle into a pattern that works well and any big changes will throw everything off.