The way to advertise on FB is to use a custom audience and pass in a list of every Facebook ID / email address you want to target. Yes, it's a lot more work, but it's also the best bang for the buck if you do the hard work to figure out who you really want to reach. I've driven a lot of revenue through Facebook ads, but it requires unconventional thinking. Just like Google, the obvious advertising options are usually a total waste of money.