 This paper presents a process-oriented approach to developing and evaluating Facebook campaigns for recruiting rural adults into healthcare delivery interventions. 2 case studies are used to demonstrate the effectiveness of this approach. The authors found that Facebook was an effective and affordable way to reach rural adults and successfully enroll them in behavioral research studies on tobacco and mental health. This process can be applied to other study topics and further evaluated to determine which specific message features are most effective for recruitment. This article was authored by Elizabeth Floodgradey, Devin Huff, Rachel E. Domione and others.