Facebook ads management often sounds easier than it is. Many businesses expect quick wins once ads go live. Pick an audience. Write an ad. Set a budget. Results should follow. After all, Facebook is one of the top three ROI drivers among marketers, according to a 2025 report. That idea causes trouble fast. Campaigns start strong, then stall. Costs rise.
When discussing their results, they tell us that Facebook's reporting or Google Analytics show the ad campaigns as barely breaking even. Yet they keep investing in this channel. They reason that Facebook can only see a fraction of the sales, so if Facebook is reporting a 1x return on ad spend (ROAS) then it's probably at least 2x in reality.
"All my competitors advertise on Facebook," says our new favorite Mark Zuckerberg, "so I have to do it too." Speaking to the Indianapolis news station, he says he pays for ads, "they take my money, but then they shut me down."
In 2016 Q3, AdEspresso analyzed over $100 million in Facebook ad spend, establishing benchmarks that help businesses understand the costs associated with advertising on the platform.
