7 Things You Didn’t Know About Facebook Ads (But Probably Should)
If you think Facebook Ads are just boosted posts and standard carousels, think again. Facebook’s advertising platform is a digital marketing powerhouse with a surprising depth of tools, options, and targeting capabilities that even seasoned marketers might not fully appreciate. Whether you're looking to optimize conversions, get hyper-specific with targeting, or unlock new ad formats, here are seven things you probably didn’t know about Facebook Ads—but should.
1. Ad Placement Tools Let You Go Beyond Facebook
When you set up a Facebook ad, you’re not just advertising on Facebook. Thanks to Meta’s ecosystem, your ads can appear on Instagram, Messenger, Audience Network (which includes third-party websites and apps), and even within Reels. Facebook’s Automatic Placements tool ensures your ad appears where it’s most likely to perform well, optimizing delivery for the best results.
Pro Tip: If you have a specific goal in mind—like mobile app installs or e-commerce conversions—manually adjusting your placements may be more effective than letting Facebook decide for you.
2. The Facebook Pixel is More Powerful Than You Think
You’ve probably heard of the Facebook Pixel, but do you know how much it can actually do? This tiny piece of code tracks user behavior on your website, allowing you to:
Retarget visitors based on specific actions (like adding items to a cart but not checking out).
Create Lookalike Audiences of users who behave like your existing customers.
Optimize ads for actions beyond just clicks—like lead generation or purchases.
Even better? You can use Event Matching to feed Facebook even more data by tracking things like email sign-ups and form submissions without relying on cookies alone.
3. Facebook Offers More Ad Formats Than You Realize
Most marketers default to single-image or carousel ads, but Facebook offers a ton of interactive and high-performing formats that can drive better engagement, including:
Collection Ads – These allow users to browse and shop multiple products in one ad experience.
Instant Experience Ads – A full-screen, mobile-first ad that loads instantly when clicked.
Playable Ads – Perfect for mobile apps, these let users engage with an interactive demo before downloading.
Pro Tip: Experiment with Augmented Reality (AR) Ads to let users try on products or see them in their space before purchasing.
4. Video Ads Work Even When They’re Silent
Facebook’s algorithm loves video content, but did you know that most users watch video ads without sound? That means if your ad relies on dialogue or music alone, you’re losing out on engagement.
The fix? Use captions and on-screen text to make sure your message gets across even when the sound is off. Facebook even offers an automatic caption generator to help.
Pro Tip: Shorter is better—15 seconds or less is the sweet spot for Facebook video ads.
5. Audience Composition is More Granular Than You Think
Most marketers know about Facebook’s Custom Audiences and Lookalike Audiences, but the depth of targeting available is often overlooked. You can target people based on:
Their activity on your website (Pixel tracking).
Engagement with your brand on Facebook or Instagram (including video views, event RSVPs, and past ad interactions).
Offline conversions, such as in-store purchases or phone call inquiries.
And with Advantage+ Audiences, Facebook can now optimize delivery by finding users most likely to take action—even if they weren’t in your initial targeting.
6. You Can A/B Test Almost Anything
Facebook’s A/B Testing Tool allows you to run controlled experiments on:
Different ad copy, headlines, and calls-to-action (CTAs)
Placements (e.g., comparing Instagram Stories vs. Facebook Feed)
Creative formats (videos vs. static images)
Audience segments
By running these tests, you can stop guessing and double down on what actually works to maximize ROI.
7. The Learning Phase is Crucial to Your Ad Performance
Ever noticed that when you launch a new ad campaign, Facebook tells you it’s in the Learning Phase? That’s because its AI needs to gather enough data to optimize delivery.
Key things to know:
The Learning Phase lasts until about 50 optimization events (like clicks or purchases) occur.
Making big changes (budget increases, audience tweaks) can reset the Learning Phase, delaying optimization.
If your ad never exits the Learning Phase, it may mean your budget is too small or your audience is too narrow.
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Pro Tip: Avoid making drastic changes too early—let the algorithm do its job before tweaking your campaign.
Want Help Making the Most of Facebook?
Facebook Ads are far more complex and powerful than they seem at first glance. If you’re just boosting posts, you’re missing out on better placements, smarter targeting, and more engaging ad formats that can drive better results. If you want to take advantage of tools like A/B testing, custom placements, and the Facebook Pixel, contact us today. We're ready to take your Facebook campaigns to the next level (and the level after that!)
