As a marketer, you see it and your customers feel it: the ever-present shift from offline to online interactions. Marketing budgets are getting more fragmented and complicated — and that means marketers must get smarter about how they spend every marketing dollar.

To be successful, marketers need to aim for less messaging waste and more precise targeting.

Martin Gilliard, Global Head of MarTech and Data Partnerships, spoke about this need to scale personalization in advertising at Salesforce Connections. Martin explained how Facebook has reinvented advertising, but before those ads can be used effectively, marketers need to know what to do with all that technology.

Here, check out three advanced Facebook ad strategies straight from Facebook’s martech and data partnerships leader.

1. Leverage custom audiences.

How it works: Use customer data (either direct or third party), CRM data, and intent data to advertise on Facebook. That way, every Facebook ad you send is targeting a customer you already know. With every piece of data, you get closer to your perfect customer match — meaning your advertising reaches the people you already know will respond.

Martin explained, “Customers don’t demand great experiences. They expect them. They give you information, and it’s up to you to use it.” The chance to create a positive experience becomes negative when ads are overdone or poorly targeted, so leverage custom audiences instead.

2. Improve lead quality with Facebook lead ads.

How it works: Lead forms are crucial to many marketers’ programs (especially in the B2B world), but getting customers to fill out teeny-tiny, multitudinous forms on a mobile device can feel like pulling teeth. Instead, promote the same landing page for a deliverable, whitepaper, or offer through a Facebook ad. Facebook will then auto-populate the form with what it already knows about the customer. 

As the marketer and advertiser, you get quality customer data; you remove the biggest barrier to a customer filling out a form; and the customer has an easier time navigating straight to your offer. Martin recommends Facebook lead ads to any advertisers looking to increase the quality of their leads.

3. Tap into the audience network.

How it works: Want to reach real people on and off Facebook? Facebook ads aren’t just for Facebook itself. Marketers can extend their reach into many high-quality mobile apps by tapping into Facebook’s audience network. If you already know how to set up a Facebook ad, you’re all set. Just use the same Facebook advertising tools to achieve similarly supercharged results on other apps.

Not convinced yet? Here’s how Facebook explains the audience network: “Even though these ads aren’t running on Facebook, they take advantage of all things that make Facebook ads great—all the targeting, measurement and the other tools that work so well for our advertisers. Currently, the Audience Network is limited to mobile app install ads, mobile app engagement ads, website conversion ads and website click ads.”

People-based marketing can truly transform your business — and Facebook ads are a great place to get closer to your customer, because Facebook connects with over 1.65 billion people all over the world. And because Facebook is inherently mobile, it’s an ideal place to start spending your ad money where customers actually spend their time.

Want more marketing insights and data? Get the 2016 State of Marketing report free.