Nice model, unfortunately it doesn't work because of a couple of factors: If you run CPC ads Facebook will show your ads more often to users who are "click hap

Nice model, unfortunately it doesn't work because of a couple of factors: If you run CPC ads Facebook will show your ads more often to users who are "click happy" (they've said so publicly), there's also an impression among a lot of advertisers that Facebook charge a premium for CPC (which they haven't been willing to confirm or deny) Also if you're buying CPM Facebook give you a "quality" discount, so if you have a good CTR you actually end up paying a much lower price than the initial suggested bid.