Not sure if they actually measure a companies size to determine pricing lol, but the targeted audience can affect it for sure. Spend may impact it, I'm not sure....eg if I spent $1mil annual would I get more favorable numbers from FB than if I spent $10k? I doubt it, but I can't say for sure.

You would be foolish to target your short story to a machinist in Romania lol. I HIGHLY target my FB ad campaigns.