Raaj Kapur Brar runs a publishing company called Fetopolis. His titles, like Fashion Style Mag, have millions of fans on Facebook. With Facebook working for him, he decided to double down and he launched a massive Facebook ad campaign. He’d run a couple of tests, and they were showing the potential for 2-3x return on his Facebook ads. After 4 days, he’d spent over $600,000 on Facebook ads. His return? Close to zero.