The term "systems" is overused to say the least. In the context of the Facebook ads you're seeing you can consider their systems paid webinars, videos, ebooks, masterminds and/or a combination of any (or more) of these.

The systems that business coaches use vary greatly from no system at all to being part of a high cost/high-value group like the one run by Taki Moore (coachmarketingmachine.com). I am very familiar with Taki and what he teaches and think it is a fantastic "system".

The bottom line is, the Facebook Ads are nothing more than a targeted billboard.

Cheers,
Ryan