You Have Tons of Competitors: The largest social media platforms house MILLIONS of advertisers, targeting the same generic interests and keywords, all with different budgets. Larger budgets are rewarded while smaller budgets are punished. So unless you're Walmart, you're not getting access to the best leads first...small budget advertisers are left with the crumbs.

There Are Lots of Unsupervised 'Bot' Accounts: Social media is a great tool for growing your business, but there's no denying that there are tons of fake accounts on these platforms. There's no way to filter these out when advertising to generic interests on social media which organically drives up your cost.

You Have Access to Less Targeting Options Every Year: Social media advertising a decade ago was a completely different ballgame. You could build audiences targeting metrics like credit score, household income and other valuable consumer data to make sure your leads were as high quality as possible...however, due to privacy laws, targeting options have simply diminished on these platforms. Less targeting options means more competitors bidding on the same fewer interests...which organically drives up your lead cost.