One thing I've definitely noticed this year is that Facebook ad cost has risen making the cost per click/lead that much more expensive, and your ad placement hard-won.
Facebook are constantly changing their algorithm and their 'relationship' with their advertisers. Usually, this means that users get the better deal at the expense of paying advertisers.
So we need to get very very smart when running Facebook ads to keep our costs down and get our ad out to our desired audience most efficiently...
If you're running Facebook ads, or thinking of doing so in the future, below is a link to a super in-depth article by marketing expert Neil Patel, on how to not only get more impressions, but generate more interest, clicks and conversions.
It's relevant to advertising right now based on the latest Facebook changes.