For brand advertisers like GM, intent is supposed to matter less. The lack of intent was always a known factor, but I personally expected big brands to be comfortable with Facebook's lower click through rates. The fact that they're not is a huge red flag.
True, but my impression is that most Facebook ads feel like performance ads and not display ads. I don't recall seeing GM ads on Facebook, but I would bet that they look and feel like performance ads and not display ads.
I assure you that plenty of Facebook employee time was likely spent trying to optimize their campaigns. Ten million dollar clients don't learn; they're taught.
