I always shit on Facebook in the past but I have to be honest, their ad campaigns don't require buyers to do keywords research which is often a major pain. In addition, they seem to know a lot more about their end users so it's easier to target the exact customer groups you want. Years of unethical privacy practices have probably given them certain advantages in this area. I was completely horrified when I learned you could upload a CSV list of all your customers email addresses and FB will match and display ads to this exact group.

At least on Facebook I feel like I personally have a little more control over how/when/where my ads will appear as opposed to Google's process where much of it is dictated by their algorithms. Not a fan of Facebook still but I can totally see why their ad products are working well for some businesses.