You could always give it a shot, but for me, it wouldn't draw me in. If someone asked me to read a complete, short story, I likely would read it. But if there is backstory, character development, etc that I would have to read several additional chapters to "understand" what I read in the excerpt, I would be turned off. I also tell the same thing to people who want to write serials as sequels to their established book series. They are all excited about it, but as a reader with zero previous knowledge, it was a major turn off.
However, you have to do what's right for you. If you use a few key lines and craft your ads as an appealing narrative, it could bring a lot of people in.
