My "strange" experience with FB ADS in Germany and Austria:
1) it works better with CPC - more klicks, more Fans came.
2) Do not use keys to get interested people. You get a lot of Clicks but not Fans.
3) Let the Ads open and bride: if you are selling DVD in Berlin talk about Berlin, not about DVD. Say "I love Berlin" or "If you love Berlin klick on Like Button", do NOT say: "if you love DVDs...."