Can facebook work to advertise counseling? How do people even find you?

[Jake]

I believe it's easy to find the Create a Page link, where you could setup the separate business page, doing promotion on a personal profile page can get you banned. Typically a business Facebook page is just one of several contact points a business will employ.
Facebook paid advertising may prove to be effective, the detailed demographic targeting options can be quite powerful. You can tailor ads to age, gender, location and possible 'interests' mentioned on their home page. It's a self serve ad system with ads that go to a facebook page a bit cheaper than linking off site.