Create right column ads with your company logo and basic information (name, website, and location if appropriate). These ads should be boring: they should make your logo and business name very visible, but not entice the viewer to click on them. Next, place top bids on these ads; with high cost per click (CPC) bids, your ads will consistently show up on your target audience’s Facebook pages but few people will actually click on them (meaning they won’t cost you much money but will increase your visibility).
Make sure you Segment Your Ads by Channel. Don’t lump their ads and let them run on both desktop feed, desktop right, and mobile feed (and third party apps). Segment = They all have different click characteristics.
Write text on images (old school tip). In most verticals, this is almost guaranteed to increase your CTR.