Here’s a great article examining whether your Facebook ads should point to your landing page (outside of Facebook) versus your actual Facebook page.
I am working on a split test for a client where we’ll be sending half of the ads to an external landing page that has a conversion form and the other half to a customized welcome tab on our Facebook page. The custom tab has a request to “like us” plus a link to our landing page to request more info. We’ll compare CTR, cost and conversions to see which campaign performs the best. The article’s hypothesis is that the ads pointing to our Facebook page will outperform the externally linked ads. We’ll see!