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Very true. It's easy to place an ad on FB, anybody can do it.
Even getting some good initial results is fairly easy, because that's what FB does - it sends you better traffic when you first launch a campaign! And then things change... the costs go up or you get less leads, possibly both... That's when people quit and say that FB ads don't work for them or that the FB leads suck!
My friendly advise to anybody wanting to generate their own FE leads with Facebook ads:
If you want positive ROI doing the ads yourself, take your time to learn this new skill, spend money practicing it and DON'T quit! Or you can just hire others to do it for you...
There is a reason why that happens. Jack of all trades and master of non. You can't serve 2 masters.