[paulpauper]

Facebook ads are way too expensive and tend to not convert that well. There are stories of fake likes and fake clicks. If your growth strategy involves buying click ads, find another strategy or business idea. Groupon is another company that overpaid on Facebook ads to build its email list. Disney and other multinationals are the only companies that should buying such ad.

[giarc]

This may be tinfoil hat territory but I'm convinced Facebook (as I can't see what someone else gets from fake clicks) produces fake clicks/likes.

I had a startup and ran very targeted ads (gender, city, occupation). We were running small dollar amounts ($200-300 campaigns) and would get likes on our ads. The use would have a modest profile set up, usually a visible minority (which wasn't out of the ordinary for our target) but often weren't in target city and would never respond to any communication. I would message them (usually very shortly after they clicked like) and would never hear anything back. Why 'like' a Saas product offering ad if you have no intention of engaging with the maker? I also couldn't understand why they were shown the ad in the first place.

[SamBam]

Who is generating the fake likes and fake clicks (even if anecdotally)? Facebook itself?

[habosa]

I have heard both sides, I think it depends on your industry. I know people who are blown away with how much ROI they get from Facebook ads. Others have the experience you mentioned.

[Kiro]

Facebook ads work amazing for me but maybe it's just my product (haven't tried any other channels).