Have you ever seen anyone try it and report numbers? Ads for Facebook are fairly specific. Its creepy how finely you can segment your audience. Industry giants may have larger budgets, which just means that they can cast a wider net. Well targeted ads may have better returns.

Facebook is not the only platform. Reddit, Polygon, and Twitch all have users that would fit your demographic more. Social media personalities (Twitter, Youtube, Tumblr, etc), all will mention your game for the right price. If you have ever seen 'Featured', 'Promoted', or 'Partner' content, then it was paid for. Communities and forums are overvalued for the time investment, especially because they rely on other people to spread your game.

We live in a consumerist society driven by ads. Refusal to use them is silly.