Facebook's ad inventory is saturated with no new users to reach, driving up costs. The algorithm works best when you give it quality ads and accurate pixel data, not narrow targeting. Google lets you get granular; Facebook doesn't reward that unless you have massive data and a real plan.
The Facebook feed is completely sold out. That means that there are literally no more users coming in, there's no more space there, so that's why we have been seeing an increase to advertise on Facebook, an increasing cost to advertise on Facebook over the past several years. So the more you let Facebook optimize and the more you focus on creating really good ads, number one, but also feeding the right type of data back to the Facebook Pixel, the better your campaigns will perform. In some other networks like Google, you can be all granular when it comes to targeting, but that could kinda be detrimental on Facebook unless you have a lot of pixel data and you know exactly what you're doing.
