I think you need to realize that 5 years is a long time, and Facebook Advertising kept growing.

You’re competing with way more people than 5 years ago, so you’re bidding against more people, to a more saturated audience with little to no novelty factor to stand out.

Every major tech company is facing customer support issues – Facebook, Amazon, Youtube, because the number of users using their services is humanly impossible to manage, so they rely on AI (which is many years away from providing minimal quality support.

So I think the trend will continue to be higher costs, worst results, to the point it will become prohibitive for some businesses to access. Remember Facebook doesn’t have unlimited inventory.