Facebook advertising seems like it's such an easy thing to do but there really are many components involved. If you're really just starting from ground zero, and have a limited budget, fb ads are not the thing to start with. You'll just burn too much money up front and get discouraged with trial and error. Take an online class, attend some facebook meetups, get an accountability partner, learn what mistakes others have made before jumping into fb ads.
The easiest way to get started actually getting business with fb, is to start your own business fb page and then spy on about a dozen other fb pages that are competitors. Watch what they are doing. See who's following their page. Observe the type of topics they're posting about. Analyze their graphics and how they lure people to their core business website. You really can learn a lot about how to use fb for attracting business when you watch your competition.