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As the other commentator identified, you work @ FB -- could you please provide the following three scatter plots to support or disprove your claims?:

(1) Size of Company vs. ROA

(2) Advertising Expenditure by Company vs. ROA

(3) [Advert %] vs. ROA

I hypothesize you'll see a rapidly decreasing return on advertising due to size, and would love to be proven wrong.

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Not at FB anymore but I would assume your hypothesis isn't too far from the truth. It's also true that there are hundreds of thousands of small businesses that thrive thanks to online advertising.

The US currently has about 25M small businesses. How many of them use digital advertising? What testing is done to ensure their ROA isn't a waste?

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