Sounds like he doesn't know anything about online advertising. "The template tells me I have targeted 178,000 people who within my interest range and selecte

Sounds like he doesn't know anything about online advertising. "The template tells me I have targeted 178,000 people who within my interest range and selected demographics." This is much too large of an targeted audience. Finely tuning interests is a must. His first mistake. "Two! €160 quid for two clicks, each of whom looked at two site pages." Either he's bidding in a extremely competitive niche (unlikely) or he's paying CPM and not CPC. This was his second mistake. On CPC that would have likely only costed him €1.60. Facebook handed him the gun and he shot himself in the foot.