1) The author made a Facebook page for a fictional product that was rather obviously silly - downloading bagels - and talks about it as if it were a real product.
2) The FB ads campaign ran with an absolutely horrid targeting set:
> I chose the United States, the UK, Russia, India, Egypt, Indonesia, Malaysia and the Philippines. I narrowed it down slightly by targeting under 45-year-olds interested in cookery and consumer electronics, but was told that would still give me a potential audience of 112 million customers.
This is completely silly. Trying to target 112 million people means you won't be able to draw any sort of conclusion or get valid data - nor expect a meaningful response - without spending tens of thousands. If he wanted a response in the US or UK, he should have started there and focused on it to the exclusion of all else.
3) His statement "it seems that Facebook adverts can be very effective in generating interest in your business from certain countries but not in the US or the UK" is borne through no real testing or time. He spent less than $100 - you cannot draw any sort of conclusion from that information.