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I currently handle digital advertising at a company that is heavily reliant on Facebook Ads. I've worked with this company nearly 3 years, and we got a call from the Facebook Ads team for the first time ever, around September of this year.

They called under the pretense of 'making sure we were utilizing the full potential of their ads manager' but after about 2 or 3 phone calls with them, my manager and I caught on to their angle.

Their suggestions over these phone calls were for us to test out all of these new features and 'creatives' they were adding to the Ads platform. Testing these new features and methods costs money, and what we had spent years tweaking and perfecting was actually working just fine.

Essentially they were targeting us because we had around $XX,XXX in annual ad spend, which probably put us in some Small - Medium business category where they felt they could extract more ad dollars from us.

It definitely smells like they are desperate for revenue and I can only imagine what they're Ads (read: Sales) teams are pushing to marketers at Enterprise levels with millions in ad spend on FB.