Reviews do their best work when someone is already on your product page and close to making a decision. Ads are a different situation entirely. They reach people who were not looking for the product and were not thinking about it at all. At that stage, the reviews have not even come into the picture yet. The ad has to do all the heavy lifting first, creating enough interest for someone to stop, pay attention, and want to find out more. If the ad itself is weak or aimed at the wrong people, the reviews never even get seen. Do you think businesses rely too heavily on their reviews when building out an ad campaign?