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The average campaign generates at least 15 or 20 leads at the moment." It is impossible to protect an idea like Lovebook: users could take out paid ads on Facebook themselves and cut out the middle man.
"But if you promote it from your own Facebook page, your ads are likely to appear on friends' and family's pages," says James.
"We create a new Facebook page for each user, and have a specific methodology to target the ads from that page, so that you're not wasting leads on your relatives." The potential for Lovebook is vast, claims James.
"We think it could be especially popular with people aged 40 and over, because they are already comfortable with Facebook," he says.
"They might not want to try a dating app, but something like this will feel more straightforward." However, the first-time entrepreneur admits that some people could find the Lovebook concept "creepy".