I think it makes sense to drive traffic from the Facebook ad. campaign to a Facebook page where you can get them to sign up rather than to a website that will hard sell a product. My logic for this – A Facebook user is casually surfing and networking and is not actively scouting around for a product or service like a search engine user that we can target through SEO or PPC campaigns. So he or she is still in the nascent stages of the buying cycle. Keeping this in perspective, “Get them interested and keep them informed should be the mantra”!!!