There are a wealth of ways to improve the effectiveness of your Facebook ads, including precision audience targeting, strategic bidding and generating insights from analytics, along with A/B testing a variety of hypotheses. 

But ultimately Facebook marketing is a deep, complex and specialised subject, so the best way to improve Facebook ad effectiveness if you have a reasonable advertising budget is to work with a professional. At Traction we work on Facebook ad campaigns every single day, and have built a range of strategies that are proven to drive results.