Proven Facebook Ads Tactics: 7 Tips from Demand Gen Professionals

Facebook Ads have long been a go-to strategy for demand generation pros, offering businesses the opportunity to reach a vast and diverse audience. But with all the changes in algorithms, targeting capabilities, and competition, getting the most out of Facebook ads isn't as straightforward as it used to be. To help you cut through the noise, I’ve gathered the best Facebook Ads tactics from demand generation pros that can make a real difference to your campaigns. Let’s dive right in!

Leverage the Power of Lookalike Audiences

Lookalike Audiences are a game-changer when it comes to finding new prospects on Facebook. The premise is simple but powerful: take an existing list of your best customers or leads, upload it to Facebook, and create a Lookalike Audience. Facebook’s algorithm will then find new people who share similar characteristics with your audience.

Why is this so effective? Think of it this way—Facebook’s data capabilities are like having a super-intelligent researcher who analyzes your audience's behavior, interests, and demographics to replicate success. Demand gen pros know that by narrowing down a Lookalike Audience to 1% or 2% similarity, you can pinpoint people who are highly likely to engage with your ads. Just remember to periodically update your source list to keep it fresh and accurate.

Use Multi-Stage Funnels for Nurturing

Facebook Ads shouldn’t be a one-and-done strategy, especially when it comes to demand generation. Experienced marketers know that building a relationship with your audience requires a multi-stage funnel. The idea is to create a series of ads that guide prospects through their buyer's journey—starting with awareness and moving towards conversion.

Here’s how it works: Start with broad awareness ads to introduce your brand to cold audiences. Once someone engages with that ad (e.g., by watching a video or visiting your website), move them into a retargeting campaign with more specific messaging that nurtures their interest. Finally, serve them conversion-focused ads that encourage them to take the next step, such as signing up for a free trial or making a purchase.

This approach is great for demand generation because it acknowledges that not everyone is ready to buy right away. By staying in front of your audience with relevant, personalized content, you’re building trust over time, which eventually leads to higher-quality conversions.

Master Retargeting Strategies

Retargeting is one of those tactics that, when done right, can massively boost your conversion rates. Demand gen pros know that people rarely convert on their first touchpoint with a brand, so staying top-of-mind with retargeting ads is crucial.

Here’s a pro tip: Segment your retargeting audiences based on the actions they’ve taken. For example, if someone visited your product page but didn’t purchase, you can retarget them with a specific offer or discount to encourage them to complete their purchase. If they watched a certain percentage of your video ad, you could follow up with additional content that dives deeper into your product’s benefits. The key is to tailor your messaging based on their previous interactions.

Don’t forget to also cap the frequency of retargeting ads. Seeing the same ad too often can cause ad fatigue, and your audience might start ignoring or even blocking your ads. A frequency cap of 2-3 times per week is often a good balance to keep your brand visible without being overbearing.

Experiment with Dynamic Ads

Dynamic Ads are a hidden gem in Facebook’s ad toolbox. These ads automatically showcase products or services that are most relevant to individual users based on their previous interactions with your website or app. This personalization makes dynamic ads particularly effective for e-commerce businesses, but they can work across various industries.

Imagine this: A user visits your website and browses through a couple of products but leaves without making a purchase. With Dynamic Ads, you can automatically show them those exact products in their Facebook feed, reminding them of what caught their eye. Demand generation pros love this tactic because it taps into the power of automation to deliver hyper-relevant ads without needing to manually create dozens of different creatives.

Test, Test, Test—Then Optimize

Demand generation is all about continuous improvement, and that means testing is non-negotiable. Pros don’t rely on gut feelings or assumptions—they’re always testing different variables to see what works best.

A/B testing is your best friend here. Test everything: ad copy, headlines, images, call-to-action buttons, audience targeting, and even ad placement. The more you test, the more data you gather on what resonates with your audience. Once you have a winning combination, optimize your campaigns by scaling what works and cutting what doesn’t.

Remember, testing isn’t just a one-time task—it should be an ongoing process. As audience behaviors and preferences shift, your ads should evolve, too. By continually testing and optimizing, you’ll ensure that your campaigns remain effective over time.

Capitalize on Facebook’s Lead Ads

Lead generation is a primary goal for many demand gen campaigns, and Facebook’s Lead Ads are a powerful tool for capturing valuable information directly on the platform. These ads allow users to fill out a form without leaving Facebook, reducing friction and making it easier for prospects to express interest.

What’s the secret to successful Lead Ads? Keep your forms short and sweet. Only ask for the information you really need—typically, a name and email address are enough to get the conversation started. The less effort it takes for someone to fill out your form, the more likely they are to complete it.

Also, consider offering something of value in exchange for their information. Whether it’s an eBook, a discount code, or access to a webinar, providing a tangible benefit gives users an extra incentive to hand over their contact details.

Utilize Video Ads to Boost Engagement

Video content consistently outperforms static images when it comes to engagement on social media, and Facebook is no exception. Demand generation pros often use video ads to tell a compelling story, showcase their product in action, or deliver a clear and concise message.

What makes video ads so effective? They allow you to convey much more information in a short amount of time. Plus, Facebook’s algorithm tends to prioritize video content, which can lead to better visibility and lower costs per engagement.

Keep in mind that most people watch videos on Facebook with the sound off, so make sure your message is still clear without audio. Use captions, bold visuals, and a strong call to action to drive engagement. Short videos, around 15-30 seconds, typically perform best as they capture attention quickly without requiring a big time commitment from your audience.