I'm experimenting Facebook Ads since a week or two as I got very disappointed by AdWords recently. But Facebook is acting exactly like AdWords.
I suspect that most of leads that come from them (I paid for each of them) are generated by an apparently non human system.
I spent a week monitoring each lead that came from them using a special live stats software. I observed their behavior on the website and I noticed some patterns. I compared them to what I call legitimate users which also have a specific behavior pattern that is specific to how the website is designed (where the buttons are placed on the screen etc).
However those I suspect to be robots doesn't see buttons. They see text links. The possible automatic system is pretty well designed. When you set "goals", it is able to detect them and systematically go trough them, without any coherent behavior. The only objective seems to generate a click and if possible, match one of the goal you defined in AdWords, then leave the site.
I also measured the difference by comparing download page hits (it's a goal) and actual welcome screen display (when the software is installed, the user is redirected to that page). None of the suspected automatic leads access that page.
Have you experienced the same behavior? How to avoid those fake (and paid) leads?