The use of paid advertisements on social media, in particular Facebook, to create samples for online survey research is becoming increasingly common. Facebook's promise of unmediated, quick, and cheap access to a large pool of survey takers across the world is especially appealing to comparative political scientists and early career researchers. Yet the design of Facebook's algorithm, geared towards business owners, complicates the use of Facebook for research purposes. In this paper, we rely on online surveys conducted in the United Kingdom, Turkey, Spain and the Czech Republic to reveal how two tools offered by Facebook, the choice of campaign objectives and the use of demographic targeting, affect the recruitment process, response quality, and sample characteristics. First, we demonstrate that the choice of campaign objectives can help researchers to distinguish survey-takers from link-clickers and scrollers on Facebook. Second, our analysis reveals how the use of targeting tools can produce balanced samples with small increases in the cost. Overall, we argue that balanced, inexpensive, and relatively high-quality samples can be created through Facebook only if researchers choose the right combination of Facebook tools, balancing efficiency gains with attention to the sample characteristics.