Asking for their budget/preferred price range is a good starting point. But really, the conversation should START with money, or at least business, at the fore. You can also ask if they are more comfortable with hourly or "stipend" style pricing when they ask you for work/mockups/whatever...
As has already been said, organic marketing on Facebook is tricky. There is a movement towards social media "privacy" now, too (paradoxically...), so there are active filters working against anything that isn't 100% relevant. Paid is the way to go, but even then, I think there are better assets...
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