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"The experiment was so successful that I decided there must be mainstream potential for a service like this.
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.
"We also target interests, which means there's more potential for a long-term relationship than with a site that's purely based on looks, such as Tinder." James hopes his firm will be adding "2,000 new users a month" by the end of the year.
Facebook's guidelines prevent dating sites from using the paid advertising slots to promote themselves, but individuals looking for love are free to advertise, claims James.
James, who has just graduated from university, had the idea for the business when a friend complained that he couldn't meet women through existing dating apps and online services.
He was even supposed to visit her parents in Houston. Complaints against matchmaking services and online dating sites are at an all-time high according to a February report from the Better Business Bureau.
The Lovebug package comes with dating advice to attract a wider pool of respondents, and generates more leads.
The most expensive option is Casanova, which also comes with a 10-minute pep talk before a first date. The majority of this cash is spend on the ads themsleves but Lovebook makes a small profit on each campaign.
And to read reviews of these online dating sites from subscribers, check out Date
Remember, there is no law requiring dating sites verify the identity of members or to run criminal background checks on them.
The Better Business Bureau tracked complaints from both matchmaking services and online dating sites. Online dating sites also drew criticism from customers.