Ask HN: Facebook ads and user engagment

I started running a couple ads on Facebook to my site Zanda.com and noticed the following problem: Those ads create a lot of engagement and discussions but the problem is that this is happening on Facebook and not on my site. Some ads get hundreds of comments and likes and I have the feeling I am generating content for Facebook and I am paying for it. Do you have any suggestions how to improve that? One idea I had is starting using Facebook Conversations on my site beside my own comment/review option. What I noticed that likes on the ads get carried over to the page and I am wondering if the comments would be carried over the same way if I use Facebook Conversations? Any tips and suggestions?