I think the parent is right: Businesses don't just want to get people through the door, why attract people who will never buy anything at all, ever, and moreover will drop their food wrappers, mess up the produce abuse your staff, etc.. I think there are similarly toxic customers for online businesses (though I'd guess they tend to waste less resources) - e.g. those who will use things and return them for a refund even when they're not faulty.

Slightly aside, aren't the ads targeted to Pakistan cheaper because the ad costs as a proportion of revenue per item are likely to be far higher if the ads are simply charged as if for a company operating in a "richer" nation? Isn't ad competition higher in richer nations?

To make it clearer - using the Big Mac index - Denmark comes in at $5 and Malaysia at $1.50. I'd expect advertising costs to people in Malaysia to be at least a third of those to people in Denmark (barring other over-bearing factors).