Yeah the game has changed. Burned some money on LinkedIn ads last year. It was more of an exercise in learning how to create campaigns and place creative.
In the end all you need is one post to go viral (or hit the front page of HN) and it is off to the races for a while.
I've decided to put that money into my content.
Geek out a bit on camera and audio equipment.
Hire a part-time editor for videos and podcast.
Buy some e-books off gumroad.
I think I'm happier for it.