The idea is to not show a direct sales impact to the user but to make them enter your funnel more friendly through a blog article that adds value and is aligned with the product.
In this case, you will optimize for the view content event instead of purchase.
Most of the competition optimizes for the purchase event. Yet, there is a broader audience in view content at a lower cost.
The view content event, people that they do not buy. They need another way of sale that is not so direct.
This audience needs more information and confidence to make the first purchase. Give them valuable content in the ad and on the landing page, such as the blog.
To create that content, you need to know your buyer persona very well to grab their attention. The ad’s objective is to get as many people as possible to the blog article, so the ad has to be short, concise, valuable, and not focused on selling.
When those people already know your brand and have received valuable content on the blog, retarget them with a more direct ad for sale.