Yea, historically FB is for demand generation and Google for capturing intent. There wasn't really a good solution for iOS. Adwords weren't terribly effective o

Yea, historically FB is for demand generation and Google for capturing intent. There wasn't really a good solution for iOS. Adwords weren't terribly effective on iOS but Android may be a different story. So I'm sure FB isn't shaking in their boots or anything but I do think there are sizable budgets dedicated to FB bc that was the only truly scalable method of user acquisition on iOS.