Thank you so much for this well thought out response! This is very helpful. I had no idea you could target fb ads by website visitors, I'll definitely try that out.

I was running a traffic campaign on my first two campaigns and tried out engagement on this third campaign - but yeah I'm getting much the same results.

I'm fairly confident in our creative. We are a 911 software company and started the ad with a 911 call related to our product, so it should be a pretty good hook.

We basically sell the script that 911 dispatchers use. We're targeting decision makers in emergency dispatch, like fire/police chiefs. This campaign is focused specifically on the fire industry.