The ability to drive users to third-party tab applications was not completely eliminated.
You can purchase an ad that leads to a tab application rather than the timeline cover image.
Otherwise, the timeline and its cover image are the default landing page. Like our most esteemed sibling blog Inside Facebook explained:
Advertisers can select a destination tab from a drop down menu in the self-serve ad dashboard as they did before.
However, “wall” has been renamed “timeline” and “info” is now called “about.” Currently, the system allows advertisers to select “Messages” or “All Activity” as destination tabs, even though these are only visible to page admins and should not be used as landing pages for ad campaigns.
As has always been the case, the destination tab feature is only available for traditional Facebook ads, not sponsored stories or ads from page posts. Advertisers can create ads that direct people to custom tabs by selecting “Facebook ads” and “new ad message.”
These tab applications will continue to support fan-gating – hiding content from non-fans in order to encourage users to like the page. However, there is currently a bug preventing pages from refreshing and revealing content after users click like.
This type of ad can be used to drive traffic to promotions or commerce features within tab applications.