Great advice on how to maximize ROI in broad strokes. Depreciating FB ROI is somewhat of an elephant in the room in many marketing circles.

Cambridge Analytica debacle spoiled the party for alot of folks and has led to a slump in ROI on the platform for advertisers universally. Facebook Advertising has a depreciating ROI just like Google Adwords. The more advertisers become aware of a given lead generation platform, the more they gravitate to it and consequently drive up the cost per lead. It's the nature of the beast.

The same lead that cost you $10 last year on FB may cost $15 this year. Businesses need to account for increasing competition for the same amount of eyeballs. There are ways to combat depreciating ROI on ad spend. None of them are particularly appealing to the set-it and forget it crowd that are currently advertising on the platform.

I hear advertisers complain that FB leads are typically lower quality at a lower cost than Adwords (on average). The loss of all the great targeting data advertisers became so reliant on after Cambridge Analytica certainly hasn't made a case for being able to rely on historical metrics of what leads used to cost.

When accounting for cost-per-lead ACA (after Cambridge Analytica) targeting changes, increased competition, lower quality leads, and increasing costs of paying to run ads (somebody has to create the creatives and manage the ads and their costs increase yearly too)... there's a tipping point on ROI for FB and we're just about to get there.