[jgimenez]

Jordi, co-founder of Bugfender here. I totally agree. We tried many thing and this kind of advertisement didn't work very well for us. We tried several things in this area, with varying degrees of success.

The main differential factor here is the price of what they're selling. In this case it's a high-value, pretty unique item sold to a highly targeted audience, that 1-2 items sold already make up for the investment. Good for them!

Also beware of confirmation bias: we know this particular campaign worked and was extremely successful, but we don't know the other things this company tried and didn't work, nor if this team had experience in a very similar market that saved them some experimentation.