What's the best way to advertise on Facebook?

The best way to advertise on Facebook combines three fundamentals: knowing your audience deeply, crafting a hook that stops the scroll, and using creative formats that match how people actually consume content. But beyond those principles, the real competitive edge comes from studying what's already working — across industries, at scale — and applying those lessons to your own campaigns.

Start With the Creative, Not the Budget

Most advertisers obsess over targeting and budgets while neglecting the single most important variable: the ad itself. Based on Elixon's analysis of top-performing ads across industries, the highest-engagement content consistently shares one trait — an immediate, emotionally resonant hook. Ferrari's top-performing post, which generated 362,915 likes and 2,574 comments, opened with: "Designed to deliver sublime and exclusive driving emotions." Porsche's best performer earned 281,315 likes with the line "When every second matters." Both lead with feeling, not features.

This matters for Facebook advertising because the platform's algorithm rewards engagement. The more people interact with your ad in the first few minutes, the more broadly Facebook distributes it — effectively lowering your cost per result. A compelling creative isn't just an aesthetic choice; it's a distribution strategy.

Proven Creative Strategies From High-Performing Brands

Across Elixon's dataset of 1,441,463 total likes spanning 8 posts across luxury, fashion, automotive, beauty, and pet industries, several patterns emerge that apply directly to Facebook advertising strategy:

• Lead with identity, not product. YSL's post earned 110,490 likes by centering a cultural moment — a campaign directed by Talia Chetrit featuring Rosé — rather than pushing a product spec. Aspiration outperforms description.
• Spark conversation with controversy or curiosity. The account @4menforwomen achieved a remarkable 3,656.2% engagement rate — the highest in Elixon's dataset — with a hook about beauty procedure secrets. Posts that provoke a response ("wait, really?") generate the comment volume that Facebook's algorithm prizes.
• Use concise, confident copy. Lacoste's post, which earned 47,509 likes, opened with: "Wherever the day leads, move with confidence." Twelve words. Clear brand voice. No filler.
• Match format to message. Video works best for emotion and storytelling. Static images work for product clarity. Carousel ads work for showcasing range. Don't default to one format — test based on campaign goal.

The brands generating millions of engagements aren't guessing. They're pattern-matching against what works in their category — and iterating fast. That's the real playbook.

Campaign Structure and Targeting Best Practices

Once your creative is strong, the campaign structure supports it. Use Campaign Budget Optimization (CBO) to let Facebook's algorithm distribute spend toward the best-performing ad sets automatically. Run at least 2–3 ad variants per ad set to give the system enough data to optimize, and avoid changing campaigns before they exit the learning phase (typically 50 conversions per ad set).

For targeting, Facebook's own Advantage+ audiences are increasingly competitive with manual audience building — particularly for e-commerce and direct response campaigns. Start broad, let the creative do the filtering, and use retargeting audiences (website visitors, video viewers, page engagers) to capture warm prospects at a lower cost per conversion.

Don't neglect your ad copy structure. The first line of your primary text is your headline on mobile — most users won't tap "see more." Make that first sentence earn the click.

Intelligence Is the Multiplier

The fastest way to improve Facebook ad performance is to know what's already working — for your competitors and within your category. Tools like Elixon let you track competitor ads, score content by engagement across 70+ industry categories, and generate AI-powered creatives informed by real performance data — so you're not building blind. With plans starting at $59/month and a 14-day free trial, it's accessible for brands at any stage.

Ultimately, the best Facebook advertising strategy is one that combines emotionally intelligent creative, disciplined campaign structure, and continuous learning from real-world performance data. The brands earning hundreds of thousands of engagements aren't lucky — they're systematic.