You make running Facebook ads seem easier then it is. Broad targeting does not work as well in smaller countries with populations the size of Canada. Lots of brands don’t have money to hire someone full time to run paid ads and do all the other jobs in marketing. Using an external vendor… agency or freelancer may make sense. Maybe the brand is in a smaller city where talent is tight and they prefer an agency as it’s less people management on their side. Brand could want an outside point of view that their team won’t have since they are inside the company. Lots of reasons to hire an agency or freelancer.