Now it’s going to let a small set of automotive, retail, and ecommerce industry Advertisers show users ads on the Search results page on mobile in the US and Canada.

The reintroduction of search ads could open an important new Revenue stream at a time when Facebook’s revenue growth is quickly decelerating as it runs out of News Feed ad space, the Stories format that advertisers are still adapting is poised to overtake feed sharing on social apps , and users shift their time elsewhere.

Since advertisers could target searches for specific other Pages and apps, brands and game developers often tried to swoop in and steal traffic from their competitors.

Still, the placement will let advertisers dive deeper down the conversion funnel to reach people who might already have intent to buy something and fulfill that demand.

Facebook’s News Feed ads (other than those retargeted based on web browsing) are better for demand generation, and sit higher in the funnel reaching users who don’t know what they want yet.

Search is far from the core of Facebook’s offering, where users typically browse the News Feed for serendipitous content discovery rather than go looking for something specific.