I don't think it really works like that. Most people (and organizations) are likely fine operating under the assumption that because they saw some sales increas

I don't think it really works like that. Most people (and organizations) are likely fine operating under the assumption that because they saw some sales increase, and they invested in Facebook ads, the Facebook ads had something to do with that. And if sales go down, it could be a number of other factors. Additionally, targeted ads on Facebook or Google are pretty much table stakes in the ad business now. Many (or most) firms probably think it would be silly not to use them.