For anything expensive or consequential, people do not trust the brand's own page first. They look for other people's experiences, and communities are where that conversation is most candid.
Read those threads and you learn the actual comparison set, the objections that stall a decision, and the phrasing buyers use, all of which is gold for search campaigns and website copy, before a single ad runs.
What this means for an operator
Mine community discussion for the real comparison and objections; let it shape search copy and pages, then test paid placement