Never depend on social media and search ads to save you...
Published by Alex Bugeja on December 9th, 2019 4:09pm.
You should assume they will simply not be available to you for planning purposes. Occasionally you might stumble across an untapped niche where it is still possible to run ads at a cost permitting reasonable ROI but in my experience that is now the exception rather than the rule. If you do find such a niche it is more likely to be on Google, since their keyword-based model permits such niches to theoretically exist, whereas Facebook is an all-out competition between all advertisers for the same newsfeed slots.