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The hurdle I've come across is that the age filters for targeted ads are 61,62,63,64+ so it makes it tough to market specifically to t65 and much more expensive.
I still haven't seen a way to Target t65 only on FB. Someone enlighten me!
The best of the best are continually testing. Testing ads, landing pages, calls to action, everything. This lowers cost per lead and increases quality over time. Then, once you find an ad that works get ready to change yet again as you'll exhaust your audience with it. It can be done and be highly successful, but like anything else you've got to study it, take the time to learn it, then apply it continually.