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Devan
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I know this may be off topic, but we have noticed a decline in the effectiveness of our Facebook ads in the past 3 years (Yes, we have been using Facebook advertising for our various business pages for THAT long!! :) )

Recently, we jumped aboard Twitter Ads, and am seeing pretty good click through rates to our links with it.

I put it down to being a new feature with the platform. As with Facebook, while it is still new and shiny and people are still getting used to it, the pool won’t be as cluttered and you have a better chance of getting noticed.

As soon as every man and his dog jumps in with ads, then the signal to noise ration goes way down and effectiveness with it.